This workbook is designed to help you begin the process of building an Enterprise Marketing Management technology roadmap for your organization.

Marketing process optimization technologies are emerging everywhere. Yet none address all of the needs a corporate marketer has and none fit the definition of a complete, integrated enterprise marketing management system. But that doesn't mean you shouldn't start implementing EMM today.

This 30-plus page workbook will help you understand:

• Preparing for tomorrow's consumer
• What EMM is
• Why you should build an EMM strategy now
• What actions to take this year
• How to build an ROI case
• Making a case to include EMM in your budget
• The differences between platform and tactical marketing technologies