Articles

Gartner Reports on the State of Integrated Marketing Management

Research firm Gartner Inc. released its latest Magic Quadrant report on Integrated Marketing Management.  Analysts Kimberly Collins and Adam Sarner once again broke out the measuring stick to determine how vendors in the space stack up across the holy trinity of marketing processes — analytics, execution and operations.  IBM was once again listed in the Leader category, in part as a result of our focus on addressing the CMO’s challenges, the robustness of our multi-channel campaign management technology, our investment in marketing resource management, and our strong customer references.

What’s clear from Gartner’s report is the battle will be won by vendors that offer a fully integrated solution across analytical, executional and operational processes.  This means going broad across all three and deep within each.

So how are vendors performing against these expectations?  According to Gartner’s customer references, 96 percent stated “they had achieved or exceeded expected business results with their IMM solution.”  Only 4% said their results were below expectations.  This is an exceptional result that speaks to the sophistication of today’s marketers, their clarity on the value of IMM and what it takes to make it a reality.

IBM continues to invest heavily in this space, working hand in hand with CMOs worldwide.  For additional insight into industry trends, IBM recently released “The State of Marketing 2012” global survey of marketers.

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