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

Summary

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

Analysis

  • 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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