Business Intelligence

Automating The Marketing Value Chain: Why It Is Internally Critical To Companies And Externally Essential For Customers

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Executive Summary

If you're living it, you know the cruel reality well: the practice of marketing has simply become far too cumbersome. It is not unusual for a company's marketing efforts to require coordination among multiple internal functional areas, departments and business units; across many geographies; and between external agencies, vendors and partners. Couple this with the increased rate of marketplace change, and the complexity becomes crushing. Today, it is just too hard to do marketing consistently well - and, it's increasingly unaffordable.

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