ISG Software Research Analyst Perspectives | Marketing Performance Management

The 2024 Market Agenda for Marketing: Digital Experiences with AI

Posted by Keith Dawson on 05 February 2024

Ventana Research recently announced its 2024 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help enterprises derive optimal value from business technology and improve outcomes. Through 2027, the category of marketing applications will transform to become more intelligent through the infusion of artificial intelligence (AI) and... Read More

Topics: Marketing, Marketing Performance Management, Digital Marketing, intelligent marketing, product experience management, Digital Experience Platform

Planful Acquires for Marketing Performance in Planning Suite

Posted by Robert Kugel on 19 October 2022

Planful recently acquired Plannuh, a marketing-performance management application, to integrate into the Planful platform so that organizations can connect their marketing planning and analysis group with the finance department. There’s the old story of a CEO who said, “I know half my marketing spend is wasted, I just don’t know which half.” Plannuh is designed to answer that question. Since... Read More

Topics: Marketing Performance Management, Office of Finance, Business Planning, Financial Performance Management, intelligent marketing

Why We Need a New Definition for CX Software Platforms

Posted by Keith Dawson on 18 March 2022

The technology underpinning customer experience (CX) is a hodgepodge of tools that have been developed for niche use cases and then expanded to fill broader roles. Examples include the old (CRM, help desk software and speech analytics) and the new (customer data platforms and conversational AI). This is because CX is a set of very specialized processes that happen in different parts of the... Read More

Topics: Customer Experience, Marketing, Marketing Performance Management, Voice of the Customer, Contact Center, Product Information Management, Digital Marketing, agent management, intelligent marketing, Digital Experience Platform

The 2022 Market Agenda for Marketing: A Digital Experience Revolution

Posted by Keith Dawson on 04 February 2022

Ventana Research recently announced its 2022 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Marketing technology has enabled chief marketing officers to oversee teams that orchestrate more effective and sophisticated communication and customer... Read More

Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Digital Experience Platform

The Transformation of Account-Based Marketing for Revenue Optimization

Posted by Keith Dawson on 29 September 2021

Account-based marketing (ABM) serves as a model for how a complex manual activity can be improved and automated. That does not mean it always goes well. ABM is a practice that many B2B marketers swear by, but it can be very difficult to get a technology-enhanced ABM program up and running. ABM is a method of identifying B2B targets for marketing communications and outreach based on specific... Read More

Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Digital Experience Platform

The Potential of Marketing in 2021: The Market Agenda

Posted by Keith Dawson on 27 February 2021

Ventana Research recently announced its 2021 market agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief Marketing Officers are under pressure to spearhead technology investments that better align marketing experiences with their brand and optimize... Read More

Topics: Marketing, Marketing Performance Management, Digital Marketing, intelligent marketing, Digital Experience Platform

Blockchains Come in Different Shapes and Sizes

Posted by Robert Kugel on 27 May 2018

Blockchains are attractive because their built-in security and trust factors make them useful for almost all business interactions involving organizations and individuals. Blockchains have two basic functions. One is as a method for handling transactions involving property such as land deeds, trademarks or other assets. The second involves exchanges of data such as identities of individuals or... Read More

Topics: Big Data, Data Science, Mobile, Marketing Performance Management, Office of Finance, business intelligence, Analytics, Cloud Computing, Data Governance, Data Integration, Data Preparation, Internet of Things, Digital Technology, Digital Marketing, Digital Commerce, Operations & Supply Chain

Beyond Digital Transformation: Effective Technology Innovation in 2018

Posted by Mark Smith on 07 May 2018

Advancing the potential of any business requires continuous improvement in the processes and technology that support it. Many companies have embraced attempts at a digital transformation, and it’s become a goal to which organizational resources and budgets have been dedicated around the globe. But this goal is also a moving target. Pursuing it involves a transition from software that operates... Read More

Topics: Big Data, Data Science, Mobile, Sales, Customer Analytics, Customer Engagement, Customer Experience, Human Capital Management, Machine Learning, Marketing, Marketing Performance Management, Mobile Technology, Office of Finance, Wearable Computing, Analytics, Business Intelligence, Cloud Computing, Collaboration, Customer Service, Data Governance, Data Integration, Data Preparation, Internet of Things, Contact Center, Information Optimization, Product Information Management, Digital Technology, Digital Marketing, Digital Commerce, Operations & Supply Chain, Machine Learning and Cognitive Computing, Pricing and Promotion Management, Cybersecurity, Billing and Recurring Revenue, Workforce Optimization, collaboration for business, mobile marketing

Anaplan Enables Connected Planning across Business

Posted by Robert Kugel on 27 April 2017

Anaplan recently held Anaplan Hub, its annual user group meeting. The company offers a cloud-based business planning platform that incorporates a modeling and calculation engine. The tool makes it relatively easy to add or expand the scope of plans that can be connected and monitored as a central source. Companies typically use Anaplan software for financial planning or budgeting, sales,... Read More

Topics: Customer Analytics, Human Capital Management, Marketing, Marketing Performance Management, Office of Finance, Recurring Revenue, Continuous Planning, Analytics, Business Intelligence, Cloud Computing, Collaboration, HRMS, Sales Performance Management, Workforce Management, Financial Performance Management, Price and Revenue Management, Work and Resource Management, Operations & Supply Chain, Sales Enablement and Execution, ERP and Continuous Accounting, Sales Planning and Analytics

Ventana Research Unveils New Digital Marketing Mastery

Posted by Mark Smith on 17 December 2016

Today’s rapid changes in technology have left many companies behind in the digital transformation that is shaping the future of marketing, sales, commerce and client engagement. At Ventana Research we have seen this change coming, having been close observers and analysts of technological shifts for almost 15 years, providing continuous research and guidance to the technology industry. Now the... Read More

Topics: Customer Experience, Marketing, Marketing Performance Management, Mobile Technology, Analytics, Cloud Computing, Digital Technology, Digital Marketing

The Mastery of Marketing Performance Management

Posted by ISG Research on 18 June 2016

Managing marketing performance is anything but simple. It requires establishing a unified approach to assess the outcomes of initiatives and projects and compare results with investments in marketing people and campaigns. In general, while performance management has been conducted effectively at the corporate levels, it has been a challenge for most lines of business, marketing departments... Read More

Topics: Sales Performance, Social Media, Marketing, Marketing Performance Management, Marketing Planning, Operational Performance Management (OPM), Customer Performance, Business Analytics, Business Intelligence, Business Performance, Uncategorized, CMO, Demand Generation