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

Numerous resources are available to assist you in developing a case for your EMM budget requests. A few to consider are listed blow.

Research/Reports

From Aberdeen Research:

• Marketing Digital Asset Management: Capturing, Storing and Retrieving Digital Media to Deliver Strategic Value 

From Forrester (subscription required):

• How Technology Supports Distributed Marketing Organziations
• Selecting the Right Enterprise Marketing Software
• Marketing Technology Adoption 2009
• Selecting the Right Enterprise Marketing Software

From Gartner (subscription required):

• Magic Quadrant for EMM
• EMM Platforms Support the Marketing Ecosystem
• Cut Waste, Not Marketing Programs, Using MRM
• The Top Six CRM Marketing Processes for a Cost-Constrained Economy

Whitepapers

From Accenture:

• Creating Value from Lean Marketing Operations: The Importance of Change Management

From MarketSphere Consulting

• Marketing Operations Role in the Measurement of Marketing ROI

From Saepio

• Marketing Asset Management: Making Assets Actionable and Engaging
• Marketing Asset Management as an Alternative to Digital Asset Management: Why companies considering DAM technology should investigate MAM as aflexible and efficient alternative
• Changing Consumer Practices Require New Approaches to Marketing

On Demand Webinars

From Enterprise Marketing Management 101:

• What is EMM and Why You Should Care - Suresh Vital, Forrester Research
• Building an EMM Strategy - Mayer Becker, MarketSphere Consulting
• Building Your ROI Case for 2010 Expenditures - Marianne Seiler, Accenture
• Marketing Asset Management as an EMM Cornerstone - John Thomson, Saepio
• Customer Onboarding and Lead Management - Adam Needles, Silverpop
• Campaign Management and Marketing Resource Management - Brad Bohrer, Unica
• Optimize Your Marketing Budget through MarketingMix Analysis - Mark Chaves, SAS