What is the primary software package used today by marketers? Well sadly, as research would indicate Microsoft - MS Word, MS Excel and MS Power Point. Typically, organizations leverage static documentation that usually reside in a folder icon on someone’s desktop. More recently, Customer Relationship Management (CRM) software has been increasingly used helping to improve the information management capabilities across business processes. Effective CRM systems can increase an organization’s ability into customer lifecycle dynamics, but it rarely predicts outcomes of new products, market messages and potentially market re-framing programs. This rapid pursuit and adoption of CRM applications, has given rise organizations across industries are seeking ways to improve their ability to incorporate sales and marketing, product, and customer data into their business processes. Improving the information management capabilities of both CRM and EMM systems will effectively promote and measure the effectiveness of new product offerings, sales strategies, and marketing campaigns.
More recently, a newer breed of marketing software that has been introduced, Enterprise Marketing portfolio management (EMM), comprises the processes involved in the planning, executing, monitoring and managing an organization’s marketing activity. EMM software spans three functional domains: marketing operations management, campaign management and lead management. It is a critical component of the CRM technology ecosystem with its footprint in operational, analytical and collaborative CRM.
Look for my posting later this week where I will be discussing a recent case study of an organization that has recently implemented a CRM ecosystem and has dramatically increased their ability to predict, monitor and manage key marketing initiatives using their new system.
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