CMOs today have a mandate for accountability from the marketing department. As a result, demand has increased for analytic capabilities that drive better planning, optimization and execution across marketing functions.
With the increase in demand for marketing automation organizations are able to overcome critical challenges such as data explosion, social media, growth of channel and device choices, and shifting consumer demographics. In addition they are adopting EMM technology to effectively manage and define profitable, relevant customer contact strategies as well as improve the productivity, efficiency and measurability of the entire marketing operation.
From a technology standpoint, Enterprise Marketing is an integrated, enterprise wide platform for marketing, including all roles and functions that support exceptional, operational and analytical marketing processes.
Enterprise Marketing Management Software helps marketers ANALYZE all their customer and prospect data, to find new, actionable insights into their customer base and marketplace that can increase the effectiveness of all their marketing efforts. It enables marketers to increase the relevance of all their marketing by automating the process by which they DECIDE on the next marketing actions to take with each customer and prospect.
EMM technology provides support for three key functions of a world-class marketing organization
1) Customer acquisition and relationship management
2) Strategic planning and resource management, and
3) Brand and product management.
All three functions require analytic capabilities such as powerful data mining and optimization which form the foundation of successful marketing.