Gartner Research

Tech Go-to-Market: Marketing Resource Management Drives More-Effective Marketing and Better Alignment With Sales

Published: 03 September 2013

ID: G00255393

Analyst(s): Todd Berkowitz , Kimberly Collins


MRM applications can help technology and service providers cut their marketing budgets 5% to 20%, or significantly increase the number of campaigns delivered without increasing spending. Technology marketers should use five core competencies to evaluate MRM as part of their 2014 budgeting process.

Table Of Contents


  • MRM Can Drive Alignment
    • Barriers to Adoption of MRM by Technology and Service Providers
    • Fewer Processes, Greater Needs
    • Building a Business Case to Support MRM
  • MRM Core Competencies
    • No. 1: Improve Productivity Through Creative Production Management
    • No. 2: Track and Improve Marketing ROI Through Planning and Financial Management
    • No. 3: Improve Access to Collateral and Reduce Waste With Marketing Fulfillment
    • No. 4: Cut Creative Costs With Digital Asset Management and Enterprise Content Management
    • No. 5: Increase ROMI With Marketing Performance Management
  • Summary

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