Essentials Report

Topic Overview: Enterprise Marketing Software

August 26th, 2007
With contributors:
Christine Overby , Jennifer Joseph

Summary

Along with the declining effectiveness of traditional advertising channels, marketers also face the pressures of increased budget scrutiny and the challenge to deliver measurable ROI. Marketers agree that a comprehensive marketing suite would help overcome these challenges. However, most of today's enterprise marketing platforms are incomplete, and the broader marketing software landscape is fragmented. To succeed, marketers should partner with technology providers to create an integrated application suite and to look for vendors that: 1) offer a framework to manage marketing metadata; 2) provide strong data and analytics tools; and 3) leverage standards-based architecture to deliver business functionality quickly.

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