Article
Article: Why Is The Marketing Automation Industry Floundering? And 5 Fixes to Fuel It
December 20, 2010
By Jeff Pedowitz, CEO, The Pedowitz Group
The Marketing Automation Industry is approaching its thirteenth year. Originally pioneered by Epiphany and Pivotal in the late 1990's as an On-Premise Module added on to key CRM functions, it took off when SAAS entered the scene in the early 2000's. Today there are many vendors in this space competing for wallet share.
The key business challenges that Marketing Automation addresses are marketing efficiency and effectiveness, marketing accountability for financial performance, lead generation, lead quality, and systematic revenue growth.
Currently, the industry has a combined market cap of under $150M dollars. This is calculated by adding up all of the revenue from the 20-plus competitors that are in the market, and looking at the revenue from email vendors that have a portion of their platform dedicated to these functions. Compared to other verticals, such as Sales Performance Management (over $1B), Customer Relationship Management (over $10B), Online Marketing (over $1B) and even Social Media (over $1B), this industry is struggling in its drive to gain broad-based market appeal and acceptance.
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