Business Services Industry
Market watch: making sense of marketing automation options.(Insight)
CRM Magazine, June, 2004 by Myron, David
There are few industries as fragmented and confusing as the enterprise marketing automation industry.
Take ISP powerhouse America Online, for example. AOL selected Kintana, which was recently acquired by Mercury Interactive, for process tracking and financial management of marketing initiatives after the success it had with Kintana in other parts of the company with invoice management and procurement processes. Yet, after implementing Kintana AOL realized it needed more. "We were working with a small piece of an overall solution and didn't recognize that until we saw the ...
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