We’re proud to share that Oracle Unity has been named a Leader in The Forrester Wave™: Customer Data Platforms for B2B, Q3 2025.

To us, this recognition reflects our commitment to helping enterprise go-to-market teams bring together the right data from across the enterprise, surface real-time intelligence and insights about their customers and accounts, and orchestrate that intelligence in context where their customers and teams are engaging.

Why Forrester Recognized Oracle Unity as a Leader

Unity was one of 11 providers evaluated across 26 criteria, grouped by current offering and strategy. Here are a few things the Forrester report cited about Oracle Unity:

  • B2B Strategy and Vision: “B2B marketing and sales are at the center of its vision, with out-of-the-box capabilities and roadmap items poised to enhance and automate B2B GTM motions.”
  • Embedded AI: “Unity also provides an extensive set of native AI models to support activities like scoring.” (learn more about our embedded AI models)

Our Commitment to Solving Tough B2B Data Challenges

Today’s B2B enterprises are under intense pressure to grow efficiently—to do more with fewer resources while proving impact on revenue. Marketing leaders are expected to generate pipeline faster, with campaigns tailored to the right accounts and buying groups. Sales leaders are expected to close bigger deals, faster, without wasting time on the wrong opportunities.

The data landscape that is offered to marketers and sellers is no less complex. Buying groups are dynamic. Journeys are long and non-linear. Data is scattered across countless systems.

We believe Forrester’s recognition affirms that Oracle Unity CDP is not only built for this complexity — but is also evolving to stay ahead of it.

Our vision is clear:

  • Bring enterprise-wide customer data, AI and marketing orchestration into a single platform, so you can plan and execute targeted campaigns with speed, ease and precision.
  • Empower marketing, sales and product teams to collaborate with joint planning and analysis tools, so you match highly targeted accounts with the best fit cross-sell and upsell motions to create pre-qualified opportunities from amongst your install-base.
  • Deploy role-based AI agents and automation, so you can launch personalized marketing campaigns that dynamically respond to real-time buyer cues.

If you are interested in learning how two of our B2B customers are bringing that to life, check out Emerson and Vertiv’s stories.

The Bottom Line

For us, being named a Leader in The Forrester Wave™: Customer Data Platforms for B2B, Q3 2025 reflects our commitment at Oracle to solving the toughest data challenges in the enterprise – especially now in the age of AI. We’re honored by this recognition, and we’re just getting started.

Objectivity statement: Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here.