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

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.

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