The top three things you need to know about MRM to make an informed technology choice.
A recent webinar with Rusty Warner, a Forrester Analyst who specializes in Marketing Resource Management, highlighted the most important things marketing teams need to know in order to understand the MRM landscape and make an informed choice when deciding on an MRM platform. Here are the top three takeaways from the webinar, along with the timestamps for where you can hear them in the video:
Marketing is more critical than ever before. (5:10)
The marketing organization in any business is the key to creating seamless customer experiences that differentiate the brand in the market. Marketers must be sure that interactions with the brand are frictionless, that the brand anticipates the needs and expectations of the customer with a single immersive experience. Rusty noted that “The right content strategy delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints”. The right content strategy:
- Breaks down internal silos
- Embraces intelligent DAM capabilities
- Focuses on reuse of assets
- Spans the customer lifecycle
- Takes an atomized approach
- Optimizes based on content intelligence
What is Marketing Resource Management (MRM)? (17:45)
MRM is “enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content production, asset management, brand compliance, and marketing fulfillment”. MRM underpines customer-obsessed marketing with key operating principles:
Operating principles:
- Customer led
- Insights driven
- Fast
- Connected
Levers of an operating model:
- Structure
- Talent
- Culture
- Metrics
- Processes
- Technology
MRM combines people, process, and technology (23:43)
Key MRM capabilities include Money, People, Content, and Brand.
Money
- Planning and Budgeting
- Marketing Performance Management
People
- Calendar and Collaboration Tools
- Project Management
Content
- Creative Production Workflows
- Digital Asset Management
Brand
- Marketing Fulfillment and Brand Management
- Through-Channel Marketing Automation
Watch the full webinar recording here: