Gartner Research

Top Eight Processes for Integrated Marketing Management in 2016

Published: 01 February 2016

ID: G00293631

Analyst(s): Kimberly Collins


IT application leaders must work with marketing leaders to deliver greater business value by selecting and implementing appropriate technologies to support the top eight processes for integrated marketing management. Finding the appropriate technology to automate each marketing process is critical.

Table Of Contents
  • Key Challenges


  • IT Application Leaders Must Understand the Top Eight Marketing Processes for Automation
    • Process No. 8: Marketing Planning and Financial Management
    • Process No. 7: Marketing Performance Management
    • Process No. 6: Lead Management
    • Process No. 5: Inbound and Event-Triggered Marketing
    • Process No. 4: People and Project Management
    • Process No. 3: Mobile Marketing
    • Process No. 2: Multichannel Marketing and Customer Engagement
    • Process No. 1: Marketing Analytics

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.