Gartner Research

The Impact of Market Consolidation on Integrated Marketing Management Applications

Published: 10 August 2015

ID: G00277218

Analyst(s): Kimberly Collins

Summary

Market consolidation for marketing applications has led to product complexity that is often hidden in the vendor's marketing messaging. Marketing and IT application leaders must work together to understand the effects of this complexity on pricing, deployment options and application integration.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Different pricing models for different marketing applications persist within the same vendor's application portfolio, making IT leaders' pricing negotiations more challenging
  • Different deployment models exist in the consolidated marketing application portfolios offered by the larger vendors, creating greater product complexity for IT leaders to manage
  • Integration between different marketing applications varies greatly in the portfolios of the larger vendors, requiring more assessment and governance by IT leaders

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