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:

Elise Hauser is a product and content marketer with a passion for telling brand stories. She has produced inMotionNow’s annual In-House Creative Management Report for 3 years, webinars, content sessions for major industry events reaching audiences of 1,000+, and of course, countless blog posts. When Elise isn’t writing about the marketing and creative industry at inMotionNow she is teaching economics and hanging out with her cat, Tucker, at her home in Raleigh, NC.