Gartner Research

Inefficient Marketing Processes Cost You More Than Just Customers

Published: 01 July 2001

ID: G00189995

Analyst(s): Kevin Scott

Summary

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.

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