Gartner Research

Applying Pace Layers to Marketing Processes and Applications

Published: 14 July 2011

ID: G00213629

Analyst(s): Kimberly Collins


A number of marketing applications support integrated marketing. By applying a Pace-Layered Application Strategy to marketing technology investments, companies can demystify the selection, implementation and re-evaluation of marketing applications.

Table Of Contents
  • Overview


  • IMM, the Marketing Ecosystem and Marketing Processes
    • The Marketing Ecosystem
    • Closing the Loop: Three Main Types of Marketing Processes
    • IMM Platform
  • What Is Pace Layering?
    • Applying Pace Laying to Marketing
  • Applying Connective Tissue to IMM
    • Enterprise Information Management (EIM) and Analytics
    • Business Process Management
    • Application Architecture and Process Integration
  • Applying Pace Layers to Marketing Applications: B2C
  • Applying Pace Layers to Marketing Applications: B2B
  • Applying Pace Layers to Marketing Applications: B2B2C and B2B2B
  • Determining Pace Layers for Marketing Applications
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Recommendations for Integrated Marketing Pace Layers
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Sorting Components: IMM

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