This IDC study examines the worldwide marketing automation market for 2012–2014. Revenue and market share of the leading vendors are provided for 2014.
"Transitioning to marketing cloud platforms is already starting to make sense for large enterprises," said Gerry Murray, research manager with IDC's CMO Advisory. "Managing intricate custom integrations across hundreds of systems for five or more years is taking an administrative toll on marketers. It is an overhead burden that is increasing costs and decreasing responsiveness. As a result, we expect brands to move to solutions that relieve this and enable them to spend more time applying insights to better serve audiences."