A: If a company is looking to purchase journey management software, they have plenty of options. They can choose to go with software from a cross-channel marketing platform company or from a smaller, more specialized provider.
Each type of journey management software has similar core functionality — they all help companies track how the customers are moving through their sales and marketing funnel. The differentiator is what type of other add-on services these companies have. Adobe, for instance, has journey orchestration tools, which allow companies to design different journeys based on how they define milestones in their funnel. And those eventually connect to the marketing channels that they can activate.
Some smaller journey management software companies offer orchestration capabilities along with management capabilities, and some don’t. Many stop at the orchestration phase, but offer connectivity to third-party data for adding more information to customer profiles and further defining audience segments. These can then also push out marketing campaigns.