The Enterprise Marketing Management Strategy Guide

  • Published on
    14-Jan-2015

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Marketing process optimization technologies are emerging everywhere. Yet none address all of the needs a corporate marketer has and none fit the definition of a complete, integrated enterprise marketing management system. But that doesn't mean you shouldn't start implementing EMM today.

Transcript

  • 1. Saepio Distributed Marketing Leadership Series Overview: The Enterprise Marketing Management Strategy Guide

2. Introduction
This deck provides a top-level overview of the popular Saepio guidebook, The Enterprise Marketing Management Strategy Guide
Who should read it:
Companies seeking to bring more organization, structure and efficiency to their marketing operations processes.
Companies with a distributed marketing network (i.e. agent/broker networks, channel distribution, VARs, authorized dealer networks, franchise systems, service industry businesses and chain retailers).
A full copy of the guidebook can be downloaded at:
http://info.saepio.com/distributed-marketing-leadership-series/resources/emm-guide
3. The Promise
Marketers need a single platform technology that permeates into every relationship they have with both customers and prospects.
Thats the promise Enterprise Marketing Management makes:
To take the knowledge from analytics and business intelligence platforms.
To incorporate marketing creative workflow, scenario planning and campaign management.
To draw on customer and consumer data, digital assets and cross media assembly engines to generate real time content.
To engage consumers and customers in relevant conversations in the medium of their choice.
To react to their responses immediately and intelligently based on analytics.
To report confidently on marketing performance.
4. Enterprise Marketing Management
Enterprise Marketing Management (EMM) technology in its future state is an end-to-end, seamlessly integrated technology platform that organizes, automates and manages every stage and every component of an organizations marketing process.
That means that EMM is comprised of:
data repositories (includingCRM and transactional data)
robust user management and connectivity
business intelligence, predictive analysis and market forecasting
marketing resource management
marketing Asset Management and real-time, cross-media content serving
customer on-boarding
and more, depending on an organizations unique needs
5. The Full EMM Picture
6. EMM Key Components: Data Repositories
Quality data needs to be at the foundation of any marketing system, but is particularly important for EMM performance.
Marketing leaders should focus on getting repositories in order, regardless of whether the target is one-to-one, one-to-few or one-to-mass marketing.
Data that can be used by EMM includes:
customer data
prospect-interaction data
transactional data
product data
competitive data
logistics data
and more
7. EMM Key Components:User Management & Work Team Connectivity
User management determines which users have access to what content and functionality within the EMM system.
Because the platform touches all participants in the marketing process, highly configurable user management is essential.
Consider the role that different entities play in the marketing ecosystem:
For an EMM platform to be effective, all partners should be able to engage with the system as appropriate and as allowed by a robust user management platform.
This includes both human and automated interactions.
Greatest success occurs from a culture of collaboration where participation in systems becomes the expected norm.

  • Internal marketing team

8. Ad agencies and staffs 9. Print service providers 10. Email distribution providers 11. Distributed / local marketers 12. Media Outlets 13. CRM managers 14. Direct mail vendors 15. Media outlets

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