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In our evaluation of cross-channel marketing hub (CCMH) providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.
CCMHs Are The Nerve Center Of The B2C Martech Ecosystem
Although no single provider fulfills 100% of enterprises’ martech ecosystem needs, CCMH vendors bundle multiple foundational capabilities to power customer engagement. As their name suggests, CCMHs centrally manage both inbound and outbound digital interactions, and some accommodate offline and human-assisted use cases. Specific features vary by platform, but CCMHs typically include data management and analytics to enable customer understanding; planning, collaboration, content management, and measurement tools to optimize brand strategy; and automation workflows, channel integration, and personalization to orchestrate cross-channel experience delivery.
CCMH customers using this evaluation to inform a purchase decision should consider that:
- Scalability and stability woo enterprise buyers. The largest vendors in this study offer a CCMH as part of their enterprise marketing suites, and they also compete across adjacent martech spaces. That’s an attractive option for enterprises looking for multiple solution components and vertical-specific services expertise for complex deployments. These global CCMH players invest heavily in their go-to-market strategies, partnerships, and community activities. Their portfolio approach dilutes innovation roadmaps and hinders pricing flexibility for standalone categories like CCMH, but enterprise executives readily embrace their dominant market presence.
- Flexibility is critical for digital-first brands. Customers for many CCMH vendors in this study represent sectors where marketing only works if it seamlessly integrates with digital strategy: branded websites and mobile apps, e-commerce platforms, online marketplaces, social media, mobile messengers, gaming consoles, or even proprietary internet-of-things (IoT) devices. Digital- and/or mobile-first CCMH vendors cater to these buyers with flexible third-party data and application integration. But as they scale their operations, their limited field expertise may mean dedicated project support from R&D teams for bespoke integrations.
- Marketer adoption significantly trails innovation. Customer references for all the vendors in this study acknowledged that it’s difficult for them to keep pace with martech’s accelerated evolution. Many struggle to implement new features or take advantage of CCMH vendor innovations like generative AI (genAI) functionality — where few users have progressed beyond experimentation. In some cases, vendors quell enthusiasm with less-than-promised functionality or product quality. But it mostly comes down to unique IT requirements, underlying process improvements, change management, training, and support, which are all critical to a CCMH implementation checklist.
Evaluation Summary
The Forrester Wave™ evaluation highlights Leaders, Strong Performers, and Contenders (see Figures 1 and 2). We intend this evaluation to be a starting point only and encourage clients to view product evaluations and adapt the findings based on their priorities using Forrester’s interactive provider comparison experience.

CleverTap
CleverTap is a privately held CCMH vendor with 2,000+ customers; 51% are in Asia. Around half its installations are footprints within enterprises; it’s shown solid growth in the US since our last study. CleverTap focuses on digital-first transactional and subscription-based brands; global go-to-market partners include AWS for verticals like finance and gaming.
- Strategy. CleverTap’s vision for “inconspicuous engagement” based on customer consent and anticipation resonates well, as does its view that martech must be a “living cartography” or ecosystem versus a fixed stack. It’s investing in its go-to-market strategy and innovation roadmap to achieve its ambitions, though larger rivals have a head start. To multiply its success with enterprises, CleverTap must enhance its “cutting-edge” services package and value discovery framework with more vertical expertise and expand its consulting partnerships.
- Capabilities. CleverTap has competitive functionality across CCMH analytics and channel orchestration. IntelliNODE stands out as an embedded AI copilot to create a network of experiments and automatically determine winning engagement paths that balance individual and broader segment optimization. It recently acquired Rehook for offers and promotions, and it’s now integrated as a separate platform accessible via single sign-on; its genAI Scribe is currently limited to text content. Multimodal genAI content tools and more powerful genAI optimization aren’t yet generally available.
- Customer feedback. CleverTap’s reference customers were enterprises in regulated industries across Asia. They trust CleverTap: One noted how it “understands our tech needs to integrate across marketing, CRM, and operations.” They expect CleverTap to address some content-related feature requests via its genAI roadmap.
- Forrester’s take. CleverTap offers an all-in-one platform for midsize enterprises; larger enterprises should consider its verticalized solutions to complement their CCMH ecosystem.
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