Meta Group predicts future CRM stategy
Meta Group predicts future CRM stategy
The latest METAspectrum In Depth Report reveals that organisations are going to focus on the marketing component of CRM through 2005.p>
The report focuses on the enterprise marketing portfolio management (EMM) market, which is involved with the processes of planning, executing, monitoring and managing organisation's marketing efforts, and therefore is a critical component of the CRM technology ecosystem.
Elizabeth Roche, vice president with META Group's Technology Research Services and lead author of the report said that the EMM market will continue evolving to support the customer as the CRM design point:
"A well-constructed and channel-integrated EMM suite will reduce the risk of customer attrition. At the same time, it will increase flexibility to respond to the nascent strategy of providing segment-specific CRM treatments based on the segment's value proposition to the organisation."
Over the next year, organisations will try to make up for the loss of visibility into customer interactions across all channels and lines of business. They will be further challenged by new regulations such as the National Do Not Call Registry.
However, by 2006, marketing application vendors will expand into incorporate marketing portfolio concepts, placing a high premium on integration with the rest of the CRM technology system.
Steve Bonadio, senior program director with META Group's Technology Research Services said:
"Organisations must rationalise the expanding importance of EMM suites within their CRM portfolios and to the extended enterprise at large, while gaining a clear understanding of market dynamics, economic impact, and an evolving vendor landscape."
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