One major change in the marketing technology landscape has been the arrival and early growth of the Enterprise Marketing Management (EMM) product category. EMM attempts to unite the two major tributaries of marketing automation-MRM and campaign management (CM)-and creates an umbrella application that is similar to that of ERP for the back office of the enterprise. Although this trend towards an integrated EMM platform is a welcome one, a simplistic view of CM + MRM = EMM is not accurate. MRM automates the fundamental processes that marketers use to execute across all channels, ranging from advertising to e-marketing to 1 to 1 channels, enabled by campaign management.