Trends Report

The Enterprise Marketing Software Landscape

May 7th, 2007
With contributors:
Elana Anderson , Jennifer Joseph


Marketers agree that they need a more comprehensive marketing suite to increase their effectiveness. And why not? A suite that integrates activities across the full marketing life cycle would help increase relevance, improve customer experiences, increase transparency, and enable marketers to collaborate more effectively. Unfortunately, such a suite doesn't exist. Although a handful of vendors espouse the vision of enterprise marketing management, current suites are incomplete and the broader marketing software landscape is highly fragmented. Marketers seeking a comprehensive suite must work closely with technology partners and look for vendors that offer a framework to manage comprehensive marketing metadata, provide strong data access capabilities, support integrated analytics and measurement, and leverage standards based architectures to deliver business functionality quickly.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.