Forecast Report

Forecast: Global Enterprise Marketing Platforms: 2007 To 2013

Software-As-A-Service Solutions Must Mature To Drive Widespread Adoption

August 27th, 2007
With contributors:
Elana Anderson , Jennifer Joseph


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.

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Elana Anderson
and Jennifer Joseph