Author: Jim Lundy Date: December 23, 2013
Topic: Workplace Research Note Number: 2013-51
Issue: What technologies and architectures should enterprises leverage in the workplace?
Summary: Marketing departments that buy best-of-breed tools face the challenge of integrating those tools. New marketing suites are poised to change that, and the race is on to build out comprehensive marketing suites.
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Chief marketing officers and their staffs, under pressure to build out their sales pipelines, use a multitude of tools. These are often disparate, but they are increasingly being integrated. Large providers have been on acquisition sprees to build out their suites. This research note reviews the current and future state of the components that make up a full marketing suite.
Marketing suites (often called customer experience management) have to date focused on building automated campaigns (marketing automation), touch points, as well as monitoring social media. Increasingly, multiple tools are blended together to fuel what is sometimes referred to as the “next-generation customer experience,” which we simply call a marketing suite (see Figure 1).
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