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	August 27, 2007 Forecast: Global Enterprise Marketing Platforms: 2007 To 2013 Software-As-A-Service Solutions Must Mature To Drive Widespread Adoption by Suresh Vittal with Elana Anderson, Jennifer Joseph	Average: 9  (3 ratings)

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Executive Summary

Today, marketers must work with many disparate applications to analyze, plan, execute, and measure their activities. This web of applications creates silos of information that decrease marketing efficiency and make it difficult for marketing leaders to get a complete view of all marketing activities — and even harder to measure results. These challenges, along with the crucial need to improve customer experience and integrate customer communications across channels, are fueling the growth of the emerging enterprise marketing platform (EMP). We project that the EMP market will grow at nearly 20% through 2013. Today, campaign management and analytic applications account for the bulk of the market, but less mature applications like interaction management, marketing asset management (MAM), and marketing resource management (MRM) are growing at a faster pace. By 2010, newly emerging software-as-a-service (SaaS) options will also play a major role in accelerating market growth.

TABLE OF CONTENTS

• The Enterprise Marketing Platform Is Evolving
• The Global Market Is Poised For Rapid Growth

WHAT IT MEANS

• The Enterprise Marketing Platform Is Here To Stay
• Supplemental Material
• Related Research Documents

This is an excerpt

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