Second marriages have been described as the triumph of hope over experience. Given the failure of many marketing systems introduced during the boom of the late 1990s, launching a new marketing system today may seem similarly irrational. However, entrepreneurial spirits cannot be contained forever. With the economy apparently improving, a new generation of marketing software is now bubbling into view.

These new products are not simply clones of the existing industry leaders - the high-end campaign managers offered by Unica, Aprimo, DoubleClick and other survivors from earlier times. Rather, they evolved independently to meet the needs of the most recent few years, and they take advantage of technologies maturing during this period. Although the older products have also been updated to reflect the same needs and technologies, the new systems offer a purer expression of current trends.

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