Description

Marketing initiatives have traditionally looked at generating channels for revenue growth.Lately,marketing efforts have come into tighter scrutiny with demands of financial justification of marketing spend.Enterprise Marketing Management (EMM) software provides solutions to exercise cost control and generate value from marketing spend for the enterprise.In this Market Insight,Frost & Sullivan explores the impact of EMM software on marketing initiatives,the role of a CMO in assuming financial responsibility for marketing spend,impediments in marketing efforts,EMM functionality and strategic recommendations to derive business benefits by investing into EMM software.