Are Marketing leaders more likely to favor a single vendor for all marketing systems -- analytics, optimization, automation, email, social monitoring and management etc. -- or let each area to choose the tools they want to use independently?
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Answer:
I'm sure a CMO level manager would love a single vendor to manage all their marketing systems. The problem is that a single vendor solution is usually 1. very costly 2. does a lot of things kinda well. Lets say you're the SEO manager at ACME corp. You have tons of great tools for SEO at your disposal (SEOmoz, Google Analaytics, maybe even <plug> https://serps.com ). These tools are what you need to do your job well day in and day out. However your buddy over in the paid ads department is solely focused on pay-per-click and uses Aquisio or Marin. I'm a fan of let your team choose their own tools, they are going to know what's best for them and their department and most jack-of-all-trade tools are masters of none.
Scott Krager at Quora Visit the source
Other answers
I don't know if they do yet, but they should. It's really important to sync up what you listen to about you (the ORM) with how you're seen vis-a-vis others (the Analytics), corporate communications (the Responses), with outbound social media, SEO, Search advertising, viral videos and site design. Breaking them up across different agencies will vastly increase the marketing manager's job to keep them all in sync.
Mahesh Murthy
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