Logo
BodyBGTop
Interview with Christopher Fletcher
Interview with Christopher Fletcher, analyst, Aberdeen Group
For the rest of the September 1999 issue of CRM magazine please click here
Page 1



SFFA: What is driving EMA?
CF: This market is absolutely fueled by customer information systems and sales force automation. The most significant component of sales force automation, and until this point largely ignored, is CIS (Siebel and others) marketing. Once you've got sales automation in place, you need to feed CIS. There is a recognition that an automated sales force can give better qualified leads and a better qualified understanding of customer needs.

The first big area under EMA is campaign management, where you have companies like Market First, Rubric and RightPoint. Then there's customer relationship management from IBM. For brand management and management of corporate identification and dissemination to partners, you have companies like Magnifi, which is a cross between campaign management and brand management. Other companies to look at are Marketing Encyclopedia and Calico. Also, Update Marketing, which is a hybrid SFA and EMA company for taking leads off of Web sites and monitoring progress of those leads.

SFFA: Who will be the first to utilize these and other EMA solutions?
CF: The early adapters are financial services firms, telecommunications firms, then manufacturing and distribution in Middle America. Late adopters will be the U.S. government.

Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Search
Popular Articles
 

BodyBGRight
Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us