Gartner Research

Applying Pace Layers to Marketing Processes and Applications

Published: 14 July 2011

ID: G00213629

Analyst(s): Kimberly Collins

Summary

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

Analysis

  • 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

Recommended Reading

©2019 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.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.