Gartner Research

The 12 Key Functional Capabilities for Marketing Creative Production Management

Published: 27 May 2015

ID: G00277217

Analyst(s): Kimberly Collins


Creative production management often appears to be an easy area of marketing resource management to implement, and it's one of the most often deployed types of MRM. IT application leaders who support MRM initiatives should consider 12 key functional capabilities for implementing effective solutions.

Table Of Contents
  • Key Challenges



  • Start With a Global Marketing Calendar
  • Link Activity-Based, Task-Oriented Calendars to Global Calendars
  • Creative Workflow for Reviews and Approvals Is a Core Requirement
  • Regulatory and Compliance Reviews and Approvals Are Essential for Some Industries
  • Annotations and Markup Are Important for Reviews and Approvals
  • Project Management Should Evolve Beyond Review and Approval Functionality
  • Notifications, Alerts and Escalations Keep Creative Production on Track
  • Social and Collaboration Tools Facilitate Faster Decision Making
  • Human Resource and Skills Management Will Be Next-Generation Capabilities
  • Integrate With Creative Agencies to Automate the Creative Production Process
  • Integration to Existing DAM Solutions Should Be Considered
  • Integrate With Corporate Email and Calendars

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