When Marketing Resource Management (MRM) systems first emerged on the scene in the early 2000’s, they suffered from all the challenges of classic “enterprise” solutions. Massive feature sets. Lengthy implementations. High complexity, and low user adoption.
As a result, many of the original MRM implementations failed to deliver sufficient return on investment and ended up in mothballs.
But that’s changing now—first, because solutions are getting lighter weight and easier to use, and second because demands in the marketplace have made MRM a need-to-have, rather than a nice-to-have.
Brands are being asked to do a lot more, with a lot less.
The days of the agency-of-record relationship are largely gone, and in-house teams are managing an ever-larger portion of the marketing mix. That means tools for communication, collaboration, and automated production are now necessary to keep pace with demand.
An ever-expanding array of marketing channels
The demand for content – relevant and authentic—seems bottomless these days, and so brands need ways to reuse content quickly, easily and reliably. Enter MRM.
Marketing partners want to be empowered, not shackled.
Whether they’re sales people, dealers, or franchisees, the people in the field who cover the last mile of marketing want greater control over how they implement the brand. This can be a path to superb customer experiences, or to chaos. MRM is critical for making sure you take the right road.
Brands today need to close the loop, and demonstrate the return on creative.
It used to be that brand awareness was enough to justify major expenditures. But these days, every dollars counts – and gets counted – whether it’s used for building assets or deploying them. That means you need a marketing system of record—and MRM is it.
If you’re thinking hard about making MRM a part of your martech stack, join me for a dynamic Q&A session with Forrester Analyst and MRM expert Rusty Warner. We’ll cover the reasons why it’s time to rethink your approach to managing marketing resources, and help you map out the decisions you’ll need to make along the way. Reserve your seat for the “It’s Time For An MRM Reboot” webinar.
