1. Build an Enterprise Marketing Management Strategy
When lead management and marketing aren’t enough.
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2. Introduction
Enterprise Marketing Management (EMM) suites enable complex campaigns across many channels and marketing groups throughout the enterprise. Don’t rely on marketing or lead management alone when your marketing needs are more sophisticated.
This Research Is Designed For:
This Research Will Help You:
IT managers and marketing professionals involved in evaluating, selecting, and deploying an EMM suite.
Mid-large organizations with either B2B and B2C clients, which have more than ten marketing professionals.
Organizations interested in increasing cross-sale opportunities between product lines and across more channels than simple and Web.
Business managers who are interested in marketing resource optimization, lead management, campaign planning & execution, reporting, and analytics potentially by using EMM suites.
Understand the challenges being faced by your company’s marketing department, so you – the IT manager – can effectively assist in the evaluation and selection of an EMM suite and have intelligent conversations with EMM vendors.
Understand the benefits of EMM and distinguish EMM suites from lead management automation (LMA) and marketing services.
Evaluate EMM vendors and products for your enterprise needs, and determine which products are most appropriate for particular use cases and scenarios.
Follow best practices for implementing the selected suite.

3. Executive Summary
Enterprise Marketing Management (EMM), Lead Management Automation (LMA), and Marketing (EM) are not the same products! EMM suites automate the end-to-end marketing process, across multiple channels (Web, , social, print, telephony, etc.), across multiple brands and product lines, and include multiple customer segments.
Vendors in the LMA and EM space adding new capabilities to cover traditional marketing channels and widen the breadth of the marketing process ( to include new functions such as fund request management and predictive analytics).
Established EMM vendors are expanding down market by offering cloud based versions of their EMM offering with small and medium size business in mind.
Info-Tech continue to observe the convergence between EMM and LMA spaces from one side and EM and LMA from the other side. We predict in the next couple of years to have two marketing automation spaces instead of three
The bottom line is: the more complex and sophisticated your marketing organization, EMM suites become more appropriate to deliver the automation and the insights you desperately need to acquire new customers and keep existing ones engaged and happy.

4. Follow Info-Tech’s Customer Relationship Management Roadmap to supplement your organization’s initiatives
Customer Relationship Management Suites
CRM suites allow businesses to engage with customers through a multi-channel strategy, providing sales with a 360-degree view the customer. Use CRM suites along with other business apps, like EMM suites, to gain maximum productivity and revenue generation across all three business domains (i.e. marketing, sales, service).
Build a Customer Relationship Management Strategy
VL: CRM Suites for Small Enterprises
VL: CRM Suites for Large Enterprises
Marketing Services
An marketing service allows businesses to execute mass campaigns with the click of a button. This saves IT from list creation and client-side preview testing.
VL: Marketing Solutions
Lead Management Automation Platforms
LMA platforms close the sales loop, enabling the business to generate, score, nurture, and retain leads via , web, and social channels.
VL: Lead Management Automation
Enterprise Marketing Management Suites
EMM suites direct businesses in their end-to-end marketing lifecycle, which includes lead and revenue performance management through both digital and traditional channels.
VL: Enterprise Marketing Management Suites
Customer Service Research:
VL: Customer Service Management Suites
VL: Customer Service Knowledge Management Suites
VL: Field Service Automation
Design a Service Strategy that Keeps Pace with Customers
Social Media Research:
Leverage Social Media for Enhanced Customer Interaction
VL Plus: Social Media Management Platforms
Implement a Social Media Program
Gain Real Insights with a Social Analytics Program

5. Assess the Fit for Advanced EMM
An overview of EMM, benefits to IT and business, and EMM use cases.
Understand why EMM is critical for sales-focused organizations.
Differentiate between lead management, marketing services, and EMM.
Assess the Fit for Advanced EMM
Create a Selection Strategy
Implement a Platform

6. Enterprise Marketing Management Suite
Gain a competitive advantage by implementing a marketing automation suite
An EMM suite will save IT and the business time & resources, and increase revenue.
The more complex the channel and product strategy, the greater the benefits will be.
Reduce cost.
Enterprise Marketing Management (EMM) provides a tool set which allows marketing to more effectively manage budget spent on complex multi-channel multi-segment campaigns. Streamlined management means decreased cost.
Save IT time and resources.
Time consuming IT tasks can now be managed by the business, e.g. reporting and analytics, marketing asset management, data cleansing, webpage construction, direct mail execution, and IVR campaign enablement, and IT can focus on more valuable projects.
Enable cross-sell opportunities.
Uniting multiple groups that traditionally manage different campaigns across many channels, product lines, and customer segments creates new, previously missed sales opportunities.
Ad-Hoc Management
Enterprise Marketing Management Suite
Product Line
Product Line
Product 1
Product 2
Product 3
Product 1
Product 2
Product 3
Phone
Web
Phone
Web
Print
Social A B C A B C
Customer Segments
Customer Segments
When a critical mass of channels, products, and customer segments is reached within an organization, marketing automation suites are necessary to reduce complexity and take advantage of untapped opportunities like cross selling.

7. Don’t be held back by a lack of knowledge: EMM adoption is exploding
Marketing adoption rates are experiencing a significant increase as the market continues to mature. A 2010 Info-Tech research study found that only 3% of organizations surveyed had implemented a solution. Since then, there has been an 1100% increase in adoption, a trend that Info-Tech predicts will continue to grow as the market matures.
Unfortunately, a lack of knowledge continues to be the top reason for non-adoption, rather than any particular use case or budget limitations. This unfamiliarity is creating widespread missed opportunities for increased revenue and efficiency throughout the entire organization.
Marketing automation adoption is growing.
52% of organizations surveyed have implemented
or are planning to implement by 2013.
60%
40%
*Source: Info-Tech Research Group; N=42
**Source: Info-Tech Research Group; N=22

8. Leverage an EMM suite to realize business and IT value
Marketing automation is ideal for large organizations with multiple product lines in a complex marketing environment. In many of these organizations, IT tends to be more centralized than their counterparts in the business. This makes it uniquely positioned to encourage greater coordination by helping the business units understand the shared goals and the benefits of working together.
Cross Segmentation
Additional Revenue Generation
Real Time Capabilities
Lead Growth/ Conversion Rate
Business Value
Shared resources between brands and product lines.
Increased database size, with populated client data.
Track customer lifetime value.
Increase average deal size.
Decrease time to execute campaigns.
Decrease lead acquisition costs while collecting higher quality leads.
Improve retention rates.
Reduce cost to serve.
Increases customer retention due to effective service.
Higher campaign and response rates.
Track, measure, and prove the value of marketing activities.
Broaden reach through social channels.
IT Value
Reduce reliance on IT for routine tasks such as list creation and data cleansing.
Saved IT resources are now placed in sectors of the business where the ROI is of greatest value.
Reduces need for IT to cleanse, modify, or merge data lists because most suites include CRM connectors.
Reduces need for constant customization on status reports on lead value and campaign success.
Don’t forget that EMM suites deliver on the overarching suite value proposition: delivering a robust solution within one integrated offering. Without an EMM suite, organizations in need of this functionality are forced to piece together best-of-breed point solutions. This not only increases costs, it’s an integration nightmare for IT!

9. Failing to automate marketing initiatives leads to more work, uninformed decisions, and diminishing returns
The value proposition of an EMM suite revolves around enhancing the effectiveness and efficiency of marketing and sales initiatives across multiple channels and brands.
EMM Solution
Client Challenge
The growth of Web 2.0 channels coupled with traditional marketing channels has made manually managing campaigns an ineffective and time-consuming process. The challenge is magnified when multiple brands, product lines, or geographies are involved.
At some point, complexity reaches a critical mass and the organization has to be able to manage multiple channels and product lines. Organizations have cross-sell opportunities which they need to take advantage of.
Measuring marketing spend and analytics is particularly important for evaluating campaign success. As the volume of content grows, separating the signal from the noise becomes increasingly difficult.
Use the campaign planning and execution features of EMM to reduce the amount of time spent creating marketing campaigns.
Increase cross-sale effectiveness by collecting centralized data on customer profiles in one location. Organizations can then use campaign scoring algorithms to generate qualified leads from customer databases across the organization.
Use the advanced analytics of EMM to ensure campaigns are meeting their goals and to illustrate marketing value.
Efficiently managing multiple campaigns across multiple channels and segments is a complex task. Marketing automation suites can manage this complexity and enable organizations to effectively leverage new opportunities like cross selling.

10. Top Drivers for Adopting Enterprise Marketing Management
Expect marketing to drive suite adoption, but don’t count out the benefits it will provide to IT
EMM suite adoption is driven by the need for better campaign execution. EMM suites are adopted to create faster, more complex, easier, and more measurable campaigns.
Top Drivers for Adopting Enterprise Marketing Management
Source: Info-Tech Research Group; N=23
The key drivers for EMM are business-driven, not IT-driven. However, this does not mean that there are no benefits to IT. In fact, the IT department will see numerous benefits including time and resource savings. Further, not having an EMM suite will create more work for your IT department.

11. Use an enterprise marketing management suite to reduce IT involvement in marketing tasks
While saving IT time may not have been a primary driver for adoption, it is one of the results.
Using an EMM solution decreases IT involvement in every major marketing activity
Completing tasks such as managing outbound calling campaigns, database maintenance, and report building can be highly time consuming for IT. An EMM solution will significantly reduce the amount of time IT has to spend on these projects and allows the department to prioritize other projects.
Selection and implementation of an EMM must involve IT and the business units. EMM provides the tools for marketing to become more self- sufficient and autonomous from daily IT support and requests. However, this does not entirely eliminate IT’s role.
IT should be responsible for setting up points of integration with existing CRM suites, preparing the data for integration, and being the primary resource between departments. Despite what some vendors say, customization will be necessary in this process in order for the suite to run smoothly and see all necessary fields.
Source: Info-Tech Research Group; N=39

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