Newton, MA
Propelling Brands
February 6, 2009

Top 20 Integrated Marketing Management Platforms

by Adam Needles

As a marketer, who has taken the time to become more educated about this space, I'd like to help lift the veil off of what is perhaps the Holy Grail of marketing – having IT systems that actually provide leverage to your integrated marketing software and processes, rather than just drowning you in more data and execution responsibilities.

So what is integrated marketing, how can it help marketers, and who are the top vendors in this segment?

From a functional-area perspective, an integrated marketing management platform is any type of software-based execution engine and management infrastructure that brokers a diverse and integrated set of marketing communication activities and that ultimately helps marketing better support sales (whether via a direct sales channel or via third-party channels). These platforms come in different shapes and sizes (and certainly have different pedigrees, as we'll discuss below).

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