The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were dropped in this report.
This Forrester Wave evaluation was conducted using materials provided by vendors through December 16, 2022. The evaluation uses a 26-criterion assessment framework to score cross-channel marketing hub (CCMH) providers. Vendors marked as nonparticipating in the Forrester Wave graphic met the defined inclusion criteria but declined to participate in or contributed only partially to the evaluation.
A: Vendors may appear in one evaluation and not the next based on several factors: 1) Changes in inclusion criteria - vendors must serve enterprise customers' needs (at least 300 CCMH customers with significant enterprise focus), enable cross-channel use cases (at least 50% of customers using 3+ channels), and have global go-to-market focus (at least one-third of revenues from outside primary headquarters region). 2) Vendors may decline to participate or only partially participate in the evaluation process. 3) Market evolution and vendor business changes - as noted in the report, the CCMH market is evolving with enterprise marketing suite (EMS) vendors transitioning to new platform architectures and CDPs, mobile-oriented vendors expanding from Asia into North America, and vendors addressing specific e-commerce or midmarket requirements. 4) Acquisitions and portfolio changes may affect vendor participation. 5) The evaluation is conducted at a specific point in time and vendors are scored based on materials provided by a cutoff date, so timing of vendor developments may affect inclusion.