Organizations work best when their members work together. And nowhere is that more critical than in the current migration to personalized, interactive marketing. IBM® Unica Enterprise and OnDemand products are facilitating this shift by helping marketing and IT professionals identify critical paths and define their roles in implementing and managing more effective campaigns.
In the past, marketing managers were the people with the highest creativity, innovation, talent management and communication skills. However, the new marketing manager must be more process driven with such skills as planning, budgeting, project management, workflow and process optimization, resource management and results measurement. This trend has altered what an organization expects from marketing and its managers. Fiscal accountability, more advanced metrics, expected return on investment and a complex marketing mix require an unprecedented level of knowledge.
From establishing interactive dialogues based on deep customer insights to improving internal and external collaboration throughout the marketing organization, IBM is helping marketing professionals in online marketing, relationship marketing and web analytics better manage their operations.
To help meet the challenges of strained infrastructures and rapidly evolving technologies, IBM provides IT professionals the flexibility, open architecture and end-to-end support to help meet the needs of any marketing organization .