What is EMM?
Enterprise marketing management (EMM) has emerged as the technology of the future for marketing and IT executives who are looking for a comprehensive platform to enhance marketing productivity and build better customer relationships. Because the category is new, the definition of what constitutes EMM is evolving. As the leading EMM visionary, Aprimo has already defined a future that provides current customers and prospects with a long term view.
EMM builds on four layers--evaluate your purchase decision on how well your vendor delivers:
A robust operational database
The foundation for any enterprise application is a database that encapsulates business processes and best practices that are used throughout the EMM application. As the long term leader in the space and only company with a sophisticated marketing data model, Aprimo brings enormous value with the Aprimo Knowledgebase. This will get you started with a data foundation that captures your business processes and brings them to life within the Aprimo applications.
A service oriented architecture (SOA)
The Enterprise Technology Backbone™ (EMB) is Aprimo's implementation of an SOA architecture. It ensures consistency of data and process across the entire Aprimo application. It also enables interoperability between Aprimo and other applications such as Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), and Enterprise Content Management (ECM). By providing real-time connection to data across the enterprise, marketing users will no longer work on an island of automation as they have in the past.
Role based applications
Marketing has traditionally used a point solution for every user, resulting in disconnected and inefficient systems. A visionary EMM application must connect data and process across hundreds if not thousands of users. Each of these users must be able to use an application that is tailor made to their needs. Aprimo delivers modules for every major role within the marketing function. Additionally, each user may be configured to see only the data and functionality that they need to do their job in an optimal fashion.
EMM is not just about working harder, it's about working smarter. Aprimo provides multiple ways of getting more out of an EMM investment:
- Real-time insight into operational processes. All users gain insight and can make immediate actions to stay on track.
- Integrated data access. When needs require data from Aprimo and from outside sources, an Aprimo EMM solution delivers the solution.
- Manage by dashboards. For executive access and insight, Aprimo provides easy to understand visual metaphors for high level understanding of the key performance metrics that executives use to run their business.
Read how leading brands are using Aprimo to accelerate their marketing productivity.
Walk through our product modules to see how we can address marketing challenges.
See presentations of Aprimo Marketing software in action.