Dallas, TX -- (SBWIRE) -- 01/23/2012 -- The report aids decision makers’ understanding of the roadmap of the Enterprise Marketing Management Software market.

Commenting on the report, an analyst from TechNavio’s Enterprise Applications team said, “IMM software is gradually replacing EMM software. IMM software helps organizations overcome the limitations of EMM software such as limited measuring capabilities and inability to meet technology adoption in B2B market. IMM software provides 50 percent higher return on investment than that provided by EMM software by integrating people, process, and technology of organizations. SAS, Aprimo, and Unica are some of the leading vendors in the IMM software space. ”

According to the report, EMM improves efficiency and effectiveness of an organization's marketing activities in a cost-effective manner. EMM software improves the total cost of ownership of customers by reducing wastage and cost, and by increasing operational revenue. EMM software reduces the time-to-market of a product by providing real-time information about the marketing activities of organizations. In addition, it also helps to improve marketing campaigns by getting real-time feedback from customers.

The report also discusses the challenges with the complex implementation process.

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