Gartner Research

IT Leaders Need to Understand Integrated Marketing Management Capabilities to Adequately Support Marketing

Published: 11 September 2014

ID: G00270134

Analyst(s): Kimberly Collins


A number of marketing applications comprise IMM. IT leaders working with marketing will need to help manage, support and integrate marketing applications to enable complex marketing processes.

Table Of Contents


  • The Marketing Ecosystem
  • Closing the Loop: Three Main Types of Marketing Processes
  • The IMM Platform
  • Nine Areas for Marketing Integration
    • Integrated Planning
    • Integrated Performance Management
    • Integrated Financial Management
    • Integrated People
    • Integrated Online/Offline Channels and Campaigns
    • Integrated Processes
    • Integrated Content
    • Integrated Data and Analysis
    • Integrated Procurement
  • Categories of Applications

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