When it comes to driving business growth in distributed organizations, the importance of local marketing campaigns cannot be overstated. How quickly you get campaigns to market across your footprint, your system or your regions is critically important for staying ahead of the competition or for responding to changing market conditions.

Tags: marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, marketing operations, local marketing automation, financial services marketing, marketing technology buyers' resources, franchise marketing

As we’ve written about previously, multi-brand franchising is on the rise. Experts estimate more than half of all franchise units in the U.S. are owned by either multi-unit or multi-brand franchisees. Franchisors are strategically developing new complementary brands and acquiring brands in adjacent industries to build brand family platform companies that diversify and synergize their franchise businesses.

Tags: MRM, marketing technology, marketing resource management, marketing operations, franchise, marketing technology buyers' resources, Restaurant marketing, multi-brand marketing, cross-selling, co-branding, LTO marketing

Marketing is not a static discipline. New trends, new technologies, changing consumer behaviors, and unforeseen world events. Every year seems to bring a new set of rules and a new playing field for marketers to navigate. If there’s one thing we in marketing can count on, it’s that marketing is constantly changing. If you’re not adapting or evolving you could be left behind. I was recently reminded of this by Social Geek podcast host Jack Monson, who advised, “The marketing landscape changes so quickly. If you are set on a particular marketing channel, you could be missing out.”

Tags: manufacturing marketing, MRM, marketing technology, marketing innovation, Insurance Marketing, marketing resource management, marketing operations, financial services marketing, marketing technology buyers' resources, franchise marketing, marketing adaptability

Did the pandemic reveal areas within your organization that were, or are, in need of restructuring in order to build greater resilience or to develop capacity for future growth? If so, you most certainly are not alone. According to a report from Gartner titled, The Future of Marketing Organizations: Rethink Marketing’s Organizational Structures and Responsibilities, the recent period of disruption has influenced CMOs to centralize their marketing organizations to alleviate operational problems and grow their teams.

Tags: marketing process optimization, brand consistency, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, financial services marketing, agile marketing, scale local marketing, marketing staff, marketing technology buyers' resources, franchise marketing, multi-brand marketing

What do your end users really think about your organization’s approach to marketing resource management? Even without explicit feedback, you can gauge their level of satisfaction by whether or not they use the marketing materials you create for them, or by how many questions or special requests you receive about your marketing resources.

Tags: manufacturing marketing, employee engagement, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, risk management, financial services marketing, marketing staff, marketing technology buyers' resources, franchise marketing, multi-brand marketing

My colleague Martha France recently wrote about how marketing organizations are being asked to do more than ever to contribute to operational effectiveness company-wide. This expanded role requires investments in talent and advanced, often complex, software systems. Choosing the right marketing technology for your organization is essential, but it’s only part of the equation. How you staff, configure and manage these systems correlates directly with the value your organization derives from the technology, which ultimately impacts competitive advantage and the return on your investment.

Tags: manufacturing marketing, marketing ROI, marketing budget, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, risk management, marketing resource management investment, financial services marketing, Competitive advantage, marketing staff, marketing technology buyers' resources, franchise marketing

Advances in technology, changing customer needs, and other market and societal forces are converging to evolve and expand the marketing function. Indeed, “Marketing’s role in strengthening a company’s operating effectiveness has never been more important,” according to a recent report in Harvard Business Review.

Here are some examples of how marketing’s cross-departmental involvement is being used to strengthen companies’ operational effectiveness.

Tags: marketing budget, human resources, collaboration, marketing technology, customer experience, Insurance Marketing, marketing operations, financial services marketing, marketing staff, marketing technology buyers' resources, franchise marketing

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.

Tags: MRM, marketing technology, marketing resource management, marketing technology buyers' resources

This article was updated and republished on Sept 1, 2022.

In a Harvard Business Review article, 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.

Tags: technology, MRM, marketing technology, marketing resource management, martech, marketing technology buyers' resources

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.

Tags: MRM, marketing technology, marketing resource management, marketing technology vendors, marketing resource management ROI, MRM ROI, MRM benefits, marketing technology buyers' resources