According the Forrester Wave report, Marketo scored its highest marks in the following criteria:
Marketing and sales alignment, marketing planning and process management, support for large-scale environments
Campaign design, execution, and management
Technology and architecture
Corporate strategy, product strategy, breadth of vision
Based on Forrester's analysis of their clients' inquiries, every B2B marketer has Marketo on their shortlist when considering a marketing automation solution. Marketo's ranking as a Leader in the Forrester Wave report is based on its strength of its current offering, vision, roadmap, and marketplace impact. "Marketo is honored to be named a leader in the latest Forrester report. Our top priority is to constantly innovate and deliver industry-leading solutions that align with the constant changes happening in Lead to Revenue Management," said Matt Zilli, vice president, segment and product marketing, Marketo. "Marketo puts the marketer first, and that is a responsibility we do not take lightly." According to the Forrester report, the lead-to-revenue management (L2RM) platform market is growing because B2B marketers view lead-to-revenue management solutions as a way to implement standardized, scalable processes for marketing planning, execution, and reporting. What marketers are searching for are vendors who can provide support for managing the marketing process - planning, budgeting, and performance management - in a single solution. Companies who have implemented L2RM automated solutions experience significant growth, both in revenue and organizational maturity. According to the Forrester Wave report, B2B marketers who have successfully implemented L2RM automation platforms contribute more to their company's sales pipeline, are slightly more focused on revenue growth and improving their ability to innovate and are more likely to use measurement and analytics to understand their marketing success.