Gartner Research

IT and Marketing Need to Work Together to Support Marketing Planning and Financial Management

Published: 29 July 2014

ID: G00265771

Analyst(s): Kimberly Collins

Summary

IT leaders supporting marketing resource management need to be aware that marketing planning and financial management is likely to be the second or third phase of an MRM initiative. Work with marketing to prioritize the 12 marketing planning and financial management capabilities that support MRM.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Start With a Global Marketing Calendar as a Standard Requirement
  • Use Objective Setting and Alignment as Key Planning Features
  • View Budgeting and Cost Tracking With Alerts and Notifications as Core Financial Management Features
  • Use RFQ Functionality to Predetermine Costs
  • Provide a Multidimensional Analysis of Costs
  • Provide Cost Analyses and Overviews to Marketing Leaders via Dashboards
  • Consider Marketing Development Fund Management for Particular Industries
  • Develop an Integrated Planning and Financial Management Solution That's Global
  • Consider Advanced Capabilities to Support Agile Marketing Planning
  • Look for Agency Management as a Next-Generation Capability
  • Integrate With Finance Applications
  • Integrate With Procurement Applications

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