The Enterprise Marketing Software Landscape

Marketers agree that they need a more comprehensive marketing suite to increase their effectiveness. And why not? A suite that integrates activities across the full marketing life cycle would help increase relevance, improve customer experiences, increase transparency, and enable marketers to collaborate more effectively. Unfortunately, such a suite doesn't exist. Although a handful of vendors espouse the vision of enterprise marketing management, current suites are incomplete and the broader marketing software landscape is highly fragmented. Marketers seeking a comprehensive suite must work closely with technology partners and look for vendors that offer a framework to manage comprehensive marketing metadata, provide strong data access capabilities, support integrated analytics and measurement, and leverage standards based architectures to deliver business functionality quickly.