Companies are taking a holistic view on how the function of marketing needs to integrate technology, processes and people to be most effective in driving value for companies. In this report, Gartner, Inc. evaluates only seven vendors who quality for the Enterprise Marketing Management Magic Quadrant (EMM MQ).

“Enterprise marketing management (EMM) encompasses the business strategies, process automation and technologies required to effectively operate a marketing department, align resources, execute customer-centric strategies and improve marketing performance. From a technology perspective, EMM is an integrated, enterprisewide platform for marketing, including all roles and functions that support executional, operational and analytical marketing processes.”

-Gartner, Inc., “Magic Quadrant for Enterprise Marketing Management”*

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*Gartner, Inc., “Magic Quadrant for Enterprise Marketing Management” by Kim Collins, Adam Sarner, October 14, 2010.

Gartner Magic Quadrant graph with Aprimo leading visionary quadrant
The Magic Quadrant is copyrighted by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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