There is a new acronym in town:

EMM = Enterprise Marketing Management.

Well, I’m not sure exactly how new it is. Rather new I think. But one thing is sure: It’s sizzling hot!

Companies are putting more and more pressure on their marketing organizations to outperform themselves - and their competitors of course. So, marketers need to do a better marketing job. Now more than ever it seems. By marketing I mean all the processes normally associated with marketing; from media planning to campaign execution to ROI measurement to workflow management to creative resource management etc. - the whole works! This is the focus of EMM; to streamline all these tasks and to integrate them into one single platform.

And this is also basically what we do in TraceWorks - one small step at a time. We tell the story like this:

“Just as finance has ERP and sales has CRM, we have developed Headlight in order to help bring order to marketing organizations. Headlight let’s you easily define, plan, execute, and measure the effectiveness of marketing activities – online as well as offline”.

So how hot is EMM? According to a recent study by forrester ”more than three out of four marketers say that marketing needs a comprehensive, integrated application suite to improve its effectiveness“. And with at least 75% of all marketers looking for EMM-like solutions I think it’s ok to categorize this industry “sizzling”.

Is TraceWorks an EMM solution provider?
So, do we belong to the EMM-family which to my knowledge includes companies like Unica, Aprimo, Siebel etc. My instinctive reaction would be: “DEFINITELY NOT”. Let me try and explain why that is.

We develop Marketing Management Software and we DON’T develop Enterprise Marketing Management Software. It’s a big difference to us. Enterprise has a specific negative connotation which spells trouble. It’s another way of saying that the software is uniquely complex and that it will in many cases take many months to implement and even longer to understand. This is not our way. I would simply hate to be associated with anything related to a long history of complex and extremely difficult to use enterprise software.

Our focus is to develop marketing-centric solutions based on these core principles; quality, simplicity, and beauty. Our main purpose is to reduce complexity and help marketers to get the job done – as quickly and easily as imaginable. We believe marketing organizations need less complicated marketing software to confront the vast complexity in modern marketing.

But I still would like to belong to such a sizzling hot new acronym in some way. So here is my compromise:

TraceWorks is an EMM’ish solution provider. Maybe that would work?