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Enterprise Marketing Management

28-Jun-2005  /  Research Code: 6A05-01-00-00-00  /  SKU: IT02480-GL-MR_15843  /  
Region: North America

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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.

Table of Contents

Enterprise Marketing Management , Enterprise Marketing ManagementIntroductionOverviewEnterprise Marketing Management , Impediments to Successful Marketing InitiativesImpediments in Successful Marketing InitiativesOverviewInternal IntelligenceAttrition IssuesLegislative NormsStringent Budget MonitoringCoordination with SalesEnterprise Marketing Management , Justification of Marketing SpendOverviewCompetitive NecessityMarketing Spend as an InvestmentCMO’s JustificationNeed for Lead GenerationEnterprise Marketing Management , Streamlining Marketing Initiatives with EMMOverviewEMM’s Integration into the EntepriseFunctionality in EMM SoftwareEMM Vendor MatrixEMM Model - Operational Vs Analytical EMMAdoption PatternsEnterprise Marketing Management , Advantages of EMMOverviewAdvantages of EMMEnterprise Marketing Management , Strategic RecommendationsFrost & Sullivan Strategic RecommendationsOverviewCoordination with Customer ServiceSupport from the Buying CenterBest of Breed Vendors vs. Enterprise Vendors




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