E.piphany Inc. and SmartPath Inc. say they'll work together to provide a new offering for the marketing-resource-management software market.
The partnership, disclosed Monday, will combine E.piphany's strength in customer-relationship-management software with SmartPath's marketing-resource-management system to provide a multichannel marketing solution, the companies said. They will jointly market and sell the E.piphany Marketing Management solution, a specifically configured version of SmartPath's software integrated with the E.piphany Campaign Management and E.piphany Interaction Advisor software products.
"We're finding that customers are reaching a plateau with how effective they can be with their marketing programs simply because of the operational complexity of managing all the details," says Jon Miller, E.piphany's senior director for marketing and analytics applications. "Our partnership with SmartPath will help them get through the efficiency bottlenecks and make their program more effective."
Gartner analyst Claudio Marcus says the marketing-resource-management market totaled $100 million in licensing revenue in 2002. "The two bring together some best-of-breed capabilities to combine," he says, "as opposed to vendors that have chosen to build out their MRM capabilities by enhancing their existing marketing automation or CRM components."