Gartner Report Q2/2008: Magic Quadrant for Enterprise Marketing Management

Enterprise marketing management (EMM) is a platform for the entire marketing department, including all roles, functions and processes. However, few vendors offer the breadth of functionality to meet all marketing roles and processes. Most vendors have relatively good campaign management capabilities, as basic campaign management becomes increasingly commoditized. Marketing resource management (MRM) investments tend to be more diverse, making it more of a differentiator for enterprises that select MRM capabilities as part of an EMM platform.

There also are major differences in many of the other capabilities offered, such as lead management, event management, loyalty management, marketing performance management and industry-specific capabilities. Carefully assess the underlying architecture, including platform, database, content/knowledge repository, workflow, business rules and Web services to support openness, integrability, configurability, scalability and flexibility. Users must assess carefully a vendor's capabilities, as well as its vision and product road map, against their short- and longterm requirements for marketing automation. Expect to make trade-offs regarding functionality, architecture and usability.