The Enterprise Marketing Management (EMM) is a framework that enables the marketing processes to be understood across the enterprise in the same way as, for example, IT's OSS/BSS model. It is a strategic view of the four management processes of plan, execute, measure and justify to improve Marketing's effectiveness, its utilization of resources through the use of workflows, and provide accountability for marketing spending.

With the increased pressure on Marketing to perform, combined with increased marketing budgets, EMM provides an overall structure to the implementation of marketing processes, managing budgets, improving the control over how money is spent and what results are obtained.