Gartner Research

How to Apply Gartner's Pace-Layered Application Strategy to Integrated Marketing Management

Published: 11 September 2014

ID: G00266229

Analyst(s): Kimberly Collins

Summary

A number of marketing applications support integrated marketing management. By applying Gartner's Pace-Layered Application Strategy to marketing technology investments, IT leaders can more effectively work with marketing leaders to build IMM technology road maps.

Table Of Contents

Analysis

  • Pace Layering Defined
  • Applying Pace Layers to Marketing
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Applying Pace Layers to Marketing Applications: B2C
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Applying Pace Layers to Marketing Applications: B2B
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Applying Pace Layers to Marketing Applications: B2B2C and B2B2B
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Determining Pace Layers for Marketing Applications
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record
  • Applying Connective Tissue to IMM
    • Enterprise Information Management (EIM) and Analytics
    • Business Process Management
    • Application Architecture and Process Integration
  • Recommendations for Integrated Marketing Pace Layers
    • Systems of Innovation
    • Systems of Differentiation
    • Systems of Record

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