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What is EMM and Why Does it Matter?

Within many large enterprises today, marketing is still viewed as a “black box” where substantial resources go in and creative outputs emerge — outputs that sometimes drive increased sales and profits, and sometimes do not. In some businesses, marketing has become so “unplugged” from other functions across the enterprise that it is unclear whether marketing activity is linked to business strategy and financial results in a meaningful way. How ironic — when you consider that marketing and innovation are perhaps the only two significant drivers of business growth (and some would go further to say of our economic growth!). Enterprise Marketing Management is a strategic business discipline and a set of enabling technologies that promise to plug marketing back into the enterprise. Check out the full white paper by Dave Sutton recently published by Henry Stewart Publications in a collection of papers on EMM

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