Published: 01 July 2001
Analyst(s): Kevin Scott
Corporations spend trillions of dollars every year trying to attract and retain customers. However, marketing departments constantly plan promotions, price products, and execute campaigns without access to historical data, common starting points, or a consistent process. Excel spreadsheets and e-mail applications have been stretched to their limit trying to support these functions, and older business concepts like trade promotions and revenue management are being coupled with newer technology to provide a more effective and collaborative environment for marketers, sellers, and buyers. If you are considering new software for your marketing department--and you should be--the most important takeaways are these.
©2021 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.