Marketing Resource Management

Marketing Resource Management (MRM) provides the software infrastructure to support Marketing Operations Management. Marketing Operations Management is the alignment of people, process and technology to support marketing activities and improve marketing effectiveness. The growing importance of an effective MRM strategy is reflected by the number of leading organizations which are following this path, with implementations of software provided by some of the leading technology vendors operating in this space. This growth is also reflected in the growing importance of the marketing operations role in organizations.
MRM generally refers to technology for the areas of planning, design and production within marketing and MRM solutions do not provide the analytics, decisioning and automated execution capabilities for personalized marketing across channels. MRM is a subset or part of Enterprise Marketing Management (EMM) solutions which provide more complete capabilities for all of the functions and roles within the marketing including customer & web analytics and one-to-one marketing execution.

Enterprise Marketing Management

Enterprise Marketing Management defines a category of software used by marketing organizations to manage their end-to-end process from gathering and analyzing customer data across websites and other channels, to planning, budgeting and managing the creative production process, to executing targeted customer communications to measuring results and effectiveness. EMM is a superset of other marketing software categories such as Web Analytics, Campaign Management, Marketing Resource Management, Marketing Dashboards, Lead Management, Event-driven Marketing, Predictive Modeling and more. The goal of deploying and using EMM is to improve both the efficiency and effectiveness of marketing by increasing revenue generation, decreasing costs and waste, and reducing time to market. The benefit of using an EMM suite rather than a variety of point solutions is improved collaboration, efficiency and visibility across the entire marketing function, as well as reduced total cost of ownership. When used as an integrated suite, the solutions help to deliver a marketing system of record critical to delivering an integrated customer experience, resource optimization, and improved decision-making.