When introducing any kind of Marketing Resource Management (MRM) technology to the workforce, enterprise corporations must adhere to a few basic strategies to streamline implementation. Adopting MRM systems requires a significant amount of time, effort and organization, as well as a consistent and regimented process to effectively utilize the software.
The primary benefit of implementing and properly using MRM technology is that it enables companies to work through internal complexities in their marketing processes. From improving work management to establishing a clear and consistent process for asset management and organization, MRM solutions enhance operational efficiency and drive marketing excellence across the whole department.
To fully explain what MRM technology is and how enterprise teams can benefit, Gartner released a report outlining the five major competencies of MRM including strategic planning, financial management, creative production management, knowledge management, marketing fulfillment and marketing performance management. These foundational elements serve as the backbone of any truly effective strategy for how to use different, possibly overlapping MRM software.
Is your company thinking about investing in MRM technology? Before you begin, consider these five top tips to get the most out of your collection of MRM systems.
When adopting an MRM software solution, start by documenting your brand’s existing organizational structure and processes. You don’t have to make it a perfect map of everything that happens in marketing, but it’s important that you capture the basic relationships between different roles in the department and the most important processes that touch those various roles. Use this blueprint to document all the roles which are vital to your key marketing processes. By understanding your internal landscape, you’ll have a much better understanding of how the type of MRM software you’re evaluating will be used.
When crafting this hierarchy, try to capture the following:
By answering these questions, you’ll have created a really useful organizational blueprint that is going to be critical to implementing or reconstructing your MRM ecosystem. An added benefit is you’ll actually be able to share this outline with the vendors you choose so they can better understand your problems and ensure their system fits the parameters of your brand.
Once you’ve defined and clearly outlined your existing marketing hierarchy, a decision needs to be made about how to manage your MRM project. Since Marketing Resource Management is made up of all kinds of different software systems, you should try to prioritize which of those individual systems you need. Here are the three avenues you can follow:
When deciding to make a change in your marketing technology, taking the time to invest in the right kind of MRM software is crucial. Spend the time needed to truly determine what kind of solution you need today, and save the rest until you’ve solved the immediate problems. Otherwise, you’ll have to make this decision again in a few months.
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In order to get your executive team to buy into an MRM solution, always start with your objectives. It’s important to present a detailed, yet simplified presentation that will explain your recommendations and why you’re making them. By taking the time to pull together the materials that will support your case (see points #1 and #2 for what those are) you’ll be prepared, informed and confident in explaining why your recommendation is the right way to go. To round out the discussion with the executive team you should always incorporate important performance metrics, employee feedback about the current state of affairs and information from the potential software providers on how their systems can do the job.
Here are some effective tactics to get executive buy-in on a new MRM process or software system:
When pitching to the rest of your team, be confident. As a marketer who has documented the way your brand’s processes actually work, as well as having first-hand knowledge of your department’s performance objectives, you have the intel you need to get your MRM project off the ground in the right way, no matter which direction you decide to go.
Once you’ve gotten the team’s agreement on how to move forward, it’s time to get cracking on implementation. By creating a rollout plan that outlines your strategy for new or updated Marketing Resource Management software, you can get your team aligned faster. A detailed rollout plan helps communicate the who, what and how process changes or software updates are happening in your marketing operations. It also communicates clearly where in your MRM ecosystem to expect changes to occur.
When putting together your rollout plan, consider the following:
Preparing your rollout plan will get your team more familiar with any new process faster. That can only help you avoid disruptions as you move forward on the project.
After you’ve successfully launched a new system, stay informed on whether or not it’s actually being effective. Have you established any key performance metrics? Many MRM systems include analysis features that help you track usage of the system over time. Use these to pinpoint trouble spots and try to stay on top of reviewing this data at least annually but often as frequently as monthly.
An annual review of your MRM software kind of like an employee performance review, and should include:
Frequently reviewing your Marketing Resource Management software will objectively determine which aspects of your process are working well, and which can be made even better.
With high-performing Marketing Resource Management software, marketing departments operate more efficiently and with much greater accountability. The executive team will be able to take a pulse of where things are at, as well as find the insights needed to identify areas for improvement. With these simple tips, you now have a documented system to respond to and adopt changes in your MRM strategy over time.
If you’ve identified that local marketing is one of the areas your brand needs to take to the next level, consider starting your next MRM project with a Local Marketing Automation system. With convenient access to easy-to-use templates, smart features to help local marketers improve their performance, reporting and more, LMA tools like CampaignDrive empower local partner and gives corporate marketing teams great visibility and control over the “last mile” of their brand marketing.
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