Gartner Research

Consider Automating These Top 12 Marketing Processes in 2013

Published: 22 February 2013

ID: G00248909

Analyst(s): Kimberly Collins

Summary

We describe 12 marketing processes CIOs must work on with CMOs and other marketing leaders to enable marketing to drive revenue, cut costs, measure marketing performance and boost the return on marketing investment.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • CIOs Must Work With Marketing Leaders on Four New Marketing Process Areas
    • Integrated Online and Offline Campaigns
    • Microsegmentation and Targeting Using Big Data
    • Agency Management
    • People (HR) Management
  • CIOs Must Keep Working With CMOs on Familiar Marketing Process Automation Areas
    • Inbound/Event-Triggered Marketing
    • Lead Management
    • Mobile Marketing
    • Local Marketing Enablement
    • Marketing Asset Management
    • Marketing Financial Management
    • Marketing Performance Management
    • Voice of the Customer
  • CIOs and CMOs Should Work Together to Determine the Participation of IT Versus Marketing

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