Trends Report

How The Online Marketing Suite Affects The Marketing Technology Ecosystem

March 23rd, 2011
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Suresh Vittal , Molly Murphy

Summary

The online marketing suite transforms organizations' customer relationships through coordinated, relevant multichannel experiences. To satisfy this vision, all participants in the marketing ecosystem, from marketers to vendors, must be prepared to evolve and take collaboration to new levels. For organizations adopting the online marketing suite, initial strategic, technical, and measurement decisions provide the foundation for short- and long-term success. Develop a strategic charter to guide online marketing suite adoption and an innovation framework from which to evaluate ongoing investments.

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