Gartner Research

Nine Steps to Developing an Integrated Marketing Management Road Map Using Pace Layers

Published: 22 May 2013

ID: G00252531

Analyst(s): Kimberly Collins


Companies with both limited and extensive marketing technology investment struggle with how to develop a more integrated marketing technology strategy. CIOs can use this research to develop a three to five-year integrated marketing management road map.

Table Of Contents
  • Key Challenges



  • Understand Marketing Processes That Support IMM and Identify Those Relevant to Your Marketing Organization
  • Use the Marketing Hype Cycle to Understand the Maturity and Adoption Level of Those Marketing Processes
  • Map Processes Relevant to Your Marketing Organization to Gartner's Pace Layer Framework
  • Determine the Current State of Marketing Processes and Marketing Application Portfolio Based on Pace Layers
  • Develop a Model for the Future State of Marketing Processes and Applications in Five Years Based on Pace Layer Framework
  • Prioritize Marketing Processes Relevant to Your Company
  • Create a Five-Year Road Map for IMM Based on Priorities
  • Execute IMM Road Map, Re-evaluating at Least Annually and as Dictated by Other Events
  • Select Vendors for IMM Processes and Manage Application Portfolio

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