Sharing the Benefits and Costs of Marketing’s Expanding Role

Aug 23, 2022

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.

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Tags: marketing budget, human resources, collaboration, marketing technology, customer experience, marketing operations, marketing staff, marketing technology buyers' resources

Marketing Resource Management - How to Ensure a Successful Implementation

Aug 16, 2018

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.

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

What Criteria Really Matter When Buying Marketing Software & Services?

Mar 29, 2018

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.

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

Marketing Resource Management Software Reviews, Vendor Landscape and Other Tools for the MRM Buyer

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.

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

Looking for a MRM partner? Ask these questions first.

Jun 29, 2015


If you’re evaluating marketing resource management (MRM) solutions, you’ll find there are many aspects to consider beyond just features and functionality.

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Tags: marketing resource management, getting started, marketing technology buyers' resources

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