Pegasystems Debuts Unified Marketing Solution
A "killer" application for CMOs, customer life cycle, executive says
Posted Mar 20, 2012
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ORLANDO, Fla. (Gartner Customer 360 Summit) -- Pegasystems Chief Marketing Officer Grant Johnson announced the launch of the company's Unified Marketing solution, which he described as "a killer application" for CMOs in achieving operational efficiencies, at the Gartner Customer 360 Summit.

The release promises a more relevant and personalized customer experience with the capacity to communicate across social and mobile channels. Customer service is "driven by efficiency," notes Steve Kraus, senior director of CRM product marketing for Pegasystems, and proper handle time is paramount in the experience and to drive value.

The new Unified Marketing solution weds marketing automation with analytics and campaign management capabilities, guides CSRs and sales reps through the offer process, and promises to reduce IT costs through the advanced managed services cloud offering. Opportunities for acquisition, retention, upsell, and cross-sell were designed with transparency in mind.

"Unified Marketing builds on Pega's proven market success, and delivers unique capability to optimize both inbound and outbound marketing strategies," said Rob Walker, vice president of decision management and analytics at Pegasystems, in a statement. Historically, Pegasystems has been a business product management software firm. Offer acceptance rates with a 300 percent increase are achievable through Pegasystems' solutions, the company notes.

Last month, the company introduced a mobile and social enhancement to its on-demand and on-premise Customer Process Manager, combining decisioning and predictive analytics for consistent support across multiple channels.

During a Gartner 360 session on multichannel campaign management, Gartner research director Adam Sarner noted that "marketing is the best opportunity to understand who we're going after, what we're going after and what kind of company we want to be," and Pegasystems' decision engine mirrors that notion by considering the customer-centric marketer and customer value through sales and service processes.

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