A quarter century – that sure sounds like a long time. Think back 25 years… what do you remember about 1993? Bill Clinton was sworn in as the 42nd president of the United States. Top films were Jurassic Park, Mrs. Doubtfire, Groundhog Day, Sleepless in Seattle and Schindler’s List. The cost of a first-class stamp was $0.29.
Today’s marketers are increasingly adopting marketing resource management (MRM) solutions to help them manage a number of core use cases, from ensuring brand consistency and content localization to budget and workflow management.
As a considered investment, due diligence is essential for finding the right MRM technology partner for your organization. In addition to evaluating MRM software capabilities, think about what happens after you make your selection. How will the solution be implemented and supported?
Following are some suggested measures to help ensure a successful MRM implementation.
In the current issue of Harvard Business Review, a team of experts from Bain & Company presents an analysis of B2B client data that offers insights into what matters most to B2B buyers of business products and services. A framework emerged from their research – a pyramid which organizes 40 fundamental “elements of value” within five categories. At the bottom of the pyramid is table stakes, followed by functional value, ease of doing business, individual value and inspirational value.
Nov 27, 2017
Today’s marketers must manage an ever-increasing number of digital channels and platforms for engaging the modern customer. This is leading many marketers to consider marketing resource management (MRM) to help them work smarter and more efficiently.
Oct 25, 2017
Cincinnati, the “brand capital of the world,” recently served as the backdrop for Brandemonium, a week-long, experiential, brand-focused conference and festival. Vya was fortunate to have a front row seat to this first-ever international brand event, which took place right here in our own back yard.
How would you characterize the strength and effectiveness of your marketing organization? Do you have the right talent, martech tools and focused strategy required to compete at the level necessary to grow within your industry?
Technology’s role in transforming marketing cannot be understated. Digital channels, automation and a multitude of platforms have helped expand the marketer’s role, requiring expanded skillsets and increased IT investments for successful execution of marketing plans. Yet most marketing teams remain understaffed and overburdened. It is in this environment that marketing as a service (MaaS) has emerged.
In a recent webinar, Ian Michiels, principal and CEO of Gleanster Research, spoke of the importance of developing a road map for planning and implementing marketing resource management (MRM) software. This thought really struck a chord for me. A road map can serve many different purposes: it sets expectations, identifies possible roadblocks and helps ensure a smooth implementation.
That first step – it can make or break you. In sports, that first step can launch you into the lead of the race, or help you beat your defender down the field. A good first step often puts you in position for success. It’s no different in business, especially when it comes to technology.
Dec 11, 2014
That “uh-oh” moment…When you are looking to buy something – cell phone, smart TV, any piece of technology, really – what’s one of the first questions you ask the sales person? You want to know what the product can do; what it’s capable of. It’s often not until after we make the purchase that we step back and realize we have no clue how to make the product do what we bought it to do. It happens all the time in business, too; especially when it comes to marketing technology. The issue is usability and, according to a recent report by Gleanster on marketing resource management systems, “ease of use” is one of the most important criteria we should consider in the evaluation and buying process.