META Group, Inc. announced the availability of its newest METAspectrum In Depth Report, covering the enterprise marketing portfolio management (EMM) market. This market comprises the processes involved in planning, executing, monitoring and managing an organization's marketing efforts and, therefore, is a critical component of the CRM technology ecosystem. Through 2005, META Group expects Global 2000 organizations to focus on the marketing component of CRM and to begin consolidating stovepiped marketing functions into marketing technology portfolios.
"The EMM market will continue evolving to support the customer as the CRM design point," said Elizabeth Roche, vice president with META Group's Technology Research Services and lead author of the report. "A well- constructed and channel-integrated EMM suite will reduce the risk of customer attrition. At the same time, it will increase flexibility to respond to the nascent strategy of providing segment-specific CRM treatments based on the segment's value proposition to the organization."
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