Gartner Research

Marketing Fulfillment Is The Last Mile of Marketing Resource Management

Published: 23 April 2013

ID: G00249018

Analyst(s): Kimberly Collins

Summary

Marketing fulfillment is the final step in the creative cycle from idea to local market, delivering increased returns on creative spending and MRM investments. This research describes the key capabilities of marketing fulfillment that marketing organizations should consider.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Create a Brand Portal for 24/7 Global Access to Marketing Assets, Content and Collateral
  • Provide Guidelines and Templates for Localization of Content
  • Enable Shopping Cart and Procurement by Partners, Distributors and Independent Agents in the Field
  • Leverage Print-on-Demand Capabilities (Web to Print)
  • Reuse Content and Assets Across Media, Channels and Devices
  • Integrate With Product Information Systems for Accurate Product Information
  • Integrate With Marketing and Analytical CRM Systems for Dynamic Personalization
  • Evaluate Vendor's Road Map for Language and Cultural Translation Capabilities
  • Consider Specialty or Boutique Vendor Solutions

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