Forrester Research has tabbed its software leaders for cross-channel campaigns, and it isn't a spot match of rival Gartner's.
Adobe, Infor, RedPoint Global and SAS Institute lead the pack for Forrester in its Wave for Cross-Channel Campaign Management for the third quarter, and IBM, Teradata and SAP are "strong performers."
Forrester also reported that Pitney Bowes and SDL "contend on certain capabilities but lag overall."
In its own multi-channel industry report — its Magic Quadrant in May — Gartner picked Adobe, IBM, SAS, Teradata and Oracle as leaders in the research firm's latest multichannel campaign management (MCCM) analysis.
Gartner also named SAP a challenger and rated Salesforce, Marketo and Sitecore as visionaries. For niche players, Gartner selected Experian, SDL, Infor, RedPoint Global, Selligent, Pitney Bowes and Zeta Interactive.
As companies "struggle to consistently communicate with their customers across channels," according to Forrester in its recent Wave, "they need improved abilities to connect inbound and outbound campaigns and make decisions in one channel based on intelligence in another."