Gartner Research

Top Marketing Processes for Automation in 2014

Published: 31 March 2014

ID: G00260805

Analyst(s): Kimberly Collins

Summary

We describe 14 marketing processes CIOs must consider working on with CMOs and other marketing leaders to enable marketing to drive business value through the use of marketing technologies.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • CIOs Must Work With Marketing Leaders on Executional Marketing Processes
    • Integrated Online and Offline Campaigns
    • Inbound/Event-Triggered Marketing
    • Mobile Marketing
    • Social for Marketing
  • CIOs Must Work With Marketing Leaders on Operational Marketing Processes
    • People and Project Management
    • Marketing Financial Management
    • Marketing Asset Management
    • Agency Management
  • CIOs Must Work With Marketing Leaders on Analytical Marketing Processes
    • Microsegmentation and Targeting Using Big Data
    • Marketing Performance Management
  • CIOs Must Work With Marketing Leaders on Integrated Marketing Processes
    • Managing Voice-of-the-Customer Programs
    • Local Marketing Enablement
    • Content Marketing Campaigns
    • Lead Management

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