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Marketing Resource Management

Marketing Resource Management

Marketing resource management (MRM) enables organizations to manage marketing planning, budgeting, project management, asset management and communications. Early MRM systems were centralized command-and-control platforms that were frequently met with resistance. However, systems have evolved and are now more easily configurable, more attuned to how marketers work, and more easily managed by the user. Budgeting features allow planners to develop a hierarchical budget allocation model that distributes budget to multiple entities and across activities that span multiple fiscal periods. Project management enables project team members to know who is working on what, and when and where. Capabilities include defining jobs; establishing roles, workflows and dependencies; and assigning resources. Asset management provides a secure central repository for marketing materials, with version control management. MRM systems support a wide range of file types and can render files in alternate formats and provide information about the assets. Communication features allow marketers to share plans with a community of constituents who need to know about budgets, activities, projects and assets. The marketing calendar provides views into all marketing campaigns, programs and activities in a timeline. Dashboards and reporting summarize information and can drill down into detail across the applications, including time-bound, project-bound, campaign-bound and vendor-bound views. Show less...

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