Aberdeen Group: Cross-Channel Campaign Management

Today, many organizations struggle to optimize online and offline marketing campaigns across an ever growing number of new marketing channels. CMOs are increasingly accountable for demonstrating Return on Marketing Investments (ROMI) across channels and initiatives. Despite an abundance of campaign management technologies (enterprise marketing management, lead management, CRM, marketing automation, email marketing and a variety of point solutions) marketing departments still struggle with campaign performance, campaign workflow, and campaign management; particularly across multiple marketing channels.