Gartner Research

12 Best Practices for Implementing a Marketing Resource Management Solution

Published: 27 April 2015

ID: G00273383

Analyst(s): Kimberly Collins

Summary

Successful MRM implementations focus on key issues that affect user adoption, solution selection and deployment planning. IT application leaders supporting MRM projects should work with marketing to adequately plan before, during and postimplementation.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Establish a Preimplementation Plan to Facilitate a Faster MRM Deployment
    • Educate End Users Early
    • Document and Map Marketing Processes
    • Cultivate a Collaborative Partnership With Marketing
    • Identify and Select Power Users and Product Champions
    • Consider Hosting Prior to Bringing the Solution On-Premises
  • Establish a Plan for During Implementation to Facilitate User Adoption
    • Establish Role-Based Training
    • Phase in MRM Components Across the Five Competencies
    • Phase in Capabilities for Each Component to End Users Over Time
    • Start With a Pilot
  • Establish a Postimplementation Plan to Ensure Ongoing Usage, Initiative Success and Future Expansion
    • Celebrate Successes of End Users
    • Provide Awards and Financial Incentives to End Users
    • Mandate Use of the Tool If All Else Fails or Negative Attitude Is Identified Early

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