CIMdata PLM Industry Summary Online Archive
10 May 2005
Company News
Leading Marketing Operations Management Provider Assetlink Expands Support of EMC Documentum Platform; Provides Greater Efficiencies for Marketers
Assetlink Corporation , a provider of integrated Marketing Operations Management (MOM) solutions, today announced an enhanced alliance with EMC Corporation , through support for EMC Documentum's enterprise content management (ECM) platform. By combining the powerful features of EMC Documentum's ECM platform with Assetlink's MOM application, marketers can greatly enhance their ability to orchestrate and optimize internal and external marketing resources, fulfill and distribute marketing content, collect and store both content and knowledge, and measure and optimize marketing performance.
As organizations strive to gain greater control over marketing processes in order to improve marketing efficiencies, decrease process latencies, and ensure consistent brand management via marketing fulfillment, they are quickly realizing a solution that addresses both structured and unstructured data is needed. Leveraging EMC Documentum's content management capabilities with Assetlink's ability to capture both illustrative and descriptive data, marketers can streamline their business processes and decrease the costs and risks associated with lost documents.
According to a June 24, 2004 report entitled Hype Cycle for CRM Marketing Applications, 2004, written by Kimberly Collins, Ph.D., and research vice president, of Gartner, "To be successful, marketing organizations must lead by example and get their 'house' or function in order by improving the management of their operations to reduce marketing waste and allocate resources to high- value opportunities. Enterprises must strongly embrace marketing automation to transform the marketing function and create greater, more-measurable value. The ability to successfully leverage technology to improve marketing processes (operational and targeted campaigns) will propel an organization through higher-value states to reduce marketing waste and drive higher revenue returns, making marketing more of a profit center."
"As an integral element of EMC's strategy to help customers align their IT infrastructures with their business based upon the changing value of information, the powerful combination of Assetlink and EMC Documentum allows marketers to unify their enterprise content management, enhance the structure of their marketing materials, and realize a higher degree of control over their marketing initiatives," said Clinton Stark, Director, Solutions Marketing, EMC Corporation. "When used together, Assetlink and Documentum ECM facilitate the synergy between the ad hoc nature of project and product development and readily accessible content, resulting in maximum effectiveness."
"Assetlink has an established track record of enabling Global 2000 customers to better align their marketing programs to their business goals, while dramatically reducing both costs and time to execute," said Chetan Saiya, Chairman and Chief Executive Officer of Assetlink. "By partnering with EMC Documentum, our customers are able to leverage their existing ECM platform and realize a faster time to market while improving the overall value and accountability of their marketing functions."
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