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Aprimo Coverage

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Aprimo Headlines

  Aprimo Receives Positive Rating in CRM Lead Management
Gartner Aprimo received a "Positive" rating in the Gartner MarketScope for CRM Lead Management (released March 13, 2011). The analyst first predicts that "investments in lead management will grow faster than the CRM market in 2011 as companies focus on customer acquisition and revenue." Marketscope depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace. Go To ... Go To
  Aprimo Named Leader in Gartner Magic Quadrant For Marketing Resource Management (MRM)
Gartner Teradata's Aprimo, with its integrated marketing software for both B2B and B2C marketers, has been positioned by Gartner in the "Leaders Quadrant" of the "Magic Quadrant for Marketing Resource Management (MRM)" report. The report was published by Kimberly Collins, managing vice president at Gartner on February 1, 2011. Go To ... Go To
  Aprimo Positioned as Visionary in Magic Quadrant for Enterprise Marketing Management (EMM)
Gartner Aprimo was placed it in the Visionaries quadrant in the 2010 Gartner Enterprise Marketing Management (EMM) Magic Quadrant report. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace. Go To ... Go To
  Aprimo Named 2010 AlwaysOn Global 250 Winner
AlwaysOn Aprimo was named by AlwaysOn as one of the Global 250 top private companies. The AlwaysOn Global 250 depicts the top emerging companies in the Global Silicon Valley that are demonstrating significant market traction and pursuing game-changing technologies pioneering in on-demand computing, digital media and entertainment and greentech.

Aprimo Briefs

  • When large companies acquire smaller, more agile players there is often a slow down in product advancement as bureaucracy takes its toll on innovation. However, Teradata's $525M acquisition of Aprimo looks to be much more than a financial play or a reaction to IBM's acquisition of Unica. Teradata has been steadily gaining traction in the Enterprise Marketing Management (EMM) industry since departing from NCR in 2007. In fact, morphing the company's core competency of business analytics and its rising Teradata Relationship Manager (TRM) with Aprimo could ultimately prove to be a synergistic mix. The Teradata-Aprimo combination appears complimentary from a market strategy, product scope and technology fit.

    Aprimo is exceptional in the Marketing Resource Management (MRM) space, however, lags in the growing Multi-Channel Campaign Management (MCM) sector and battles for leadership in the Enterprise Marketing Management (EMM) space. Interestingly, Teradata's TRM marketing suite adds value in both these later categories.

    Aprimo has largely grown organically by developing its own software, so it doesn't have a mix of varying technologies and code bases associated with growth by acquisition. Further, Aprimo generally follows open technology standards and has adopted a database agnostic approach supporting MS SQL Server, Oracle, DB2 and a proprietary solution. The two companies also developed an integration between their products before the acquisition, which should fast track the delivery of best-of-both offerings.

    Aprimo has historically served both the midmarket and enterprise space. As Teradata concentrates on larger organizations, we expect them to pull Aprimo into new 7 figure software sale opportunities—and continue to compete head to head with IBM's Unica who pursues an identical market play. In fact, it wouldn't be a big surprise if the first few large sales wins were joint Teradata-Unica customers, where the Unica contract is up for renewal and customers opt to convert from the Teradata-Unica integration bundle to what will ultimately become a all-in-one solution from Teradata. End
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About Aprimo

Aprimo is a brand of integrated marketing systems designed for both B2C and B2B marketers and includes lead management software, marketing automation software, marketing resource management (MRM) and Enterprise Marketing Management (EMM).




Aprimo Marketing Studio On Demand was the most complete solution for coordinating our marketing operations and field marketing activities, and accelerating the launch of our online and offline campaigns for our entire sales network. With the Aprimo solution helping us automate and align the process and share information reliably in real time, we expect to reduce our time frames for campaign creations and validation by 30 to 40 percent."

Jean-Fran├žois Greco, communication manager at French home appliance and furnishings retailer BUT



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