Gartner Research

Extend the Use of Marketing Resource Management to Make Your Enterprise CRM Strategy More Successful

Published: 01 April 2013

ID: G00248906

Analyst(s): Kimberly Collins

Summary

Marketing is being asked to do more to support customer-centric strategies with fewer resources. Marketing resource management applies strategy, process automation and technology that can help marketing teams more effectively and efficiently drive an enterprisewide CRM strategy.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Improve Efficiency
    • Leverage MRM Solutions to Plan and Budget Your Broader CRM (Not Just Marketing) Programs Around Customer Segments
    • Leverage MRM Capabilities for Workflow and Project Management to Support a Broader Set of CRM Programs That Align With Corporate Objectives
    • Leverage MRM Capabilities for Marketing Asset Management and Fulfillment to Increase Reuse of Marketing Content and Digital Assets
    • Integrate MRM Capabilities for Planning and Budgeting With Customer Service to Establish Customer Segment Profit and Loss
  • Improve Effectiveness
    • Integrate MRM With Sales Solutions to Gain Valuable Insights That Can Be Used to Improve Sales Effectiveness
    • Leverage MRM Capabilities Around Knowledge Management to Enhance All Customer Communications and Interactions
    • Integrate MRM Solutions With Sales Force Automation and Partner Relationship Management to Align Branding and Content With CRM Initiatives in the Field
    • Leverage Advanced MRM Analytics to Determine the Appropriate Product and Marketing Mix and Pricing to Focus Sales and Other Channels on Opportunities That Deliver Value

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