What is MRM ?
Marketing resource management (MRM) is a software technology that automates the process of getting marketing work done. It contains functionality that manages:
- Planning and financials
- Production management and workflow
- Offer management
- Brand assets - both digital and physical
- Localization and distribution of collateral and advertising
- Project management
- Dynamic calendars
Aprimo® created this category of software when it was founded in 1998, and has been consistently rated by industry analysts as a leader in this area. While competitors are scrambling to bring version 1.0 products to market, Aprimo has refined its products with several hundred implementations and over 65,000 users. That far exceeds the rest of the competitive landscape combined.
What MRM is not: another point solution
When done right, MRM can dramatically reduce the number of point solutions that a marketing department uses to get the work done. Aprimo customers have reported how using an Aprimo MRM solution has allowed them to retire dozens of "one-off" point solutions. This is a stark contrast to competitive products that deliver MRM as another stand alone module within their product line. Fundamentally, MRM requires a high degree of integration such as is only available with the Aprimo solution.
A true multi-channel solution
Every marketer today has an eye on the multi-channel picture. Unfortunately, most marketing technology vendors have focused on just one dimension of multi-channel marketing-the customer data warehouse. And while this is one important facet of multi-channel marketing, it is only one piece of a complicated effort. In reality multi-channel marketing requires strategies and plans, well coordinated content, and work processes that all must come together to create the perfect experience for a customer or prospect. Aprimo has been enabling its customers to deliver sophisticated multi-channel campaigns for the past decade.
A closer look at MRM reveals that it is the core foundation of a larger Integrated Marketing Software(IMS) solution. It contains four key components that are the "connective tissue" of an IMS platform:
- Plan and budget - An MRM system follows the money.
- A marketing calendar - The marketing calendar coordinates increasingly sophisticated multi-channel campaigns.
- A marketing taxonomy - Marketing requires a common view of objects such as a brand/product hierarchy, geography, campaigns, customer segments, etc.
- Workflow and collaboration - Marketing increasingly requires collaboration and input from large numbers of knowledge workers to be effective.
Research reveals that up to 1/3 of marketing dollars are spent managing the 2/3 that actually delivers value. By reducing marketing overhead and leveraging marketing investments, enormous gains are possible. Aprimo MRM customers have already reduced cycle time by up to 33% and documented efficiency gains measured in the millions of dollars. Contact us today to understand how you can use our technology to better manage your scarce marketing resources.