Forrester

Why Read This Report

Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle of the past decade, but interest has waned in recent years. Should Customer Intelligence (CI) professionals include MRM in their strategic plans and technology-adoption road maps? MRM has an increasingly important role in global marketing operations, distributed marketing, and creative development, but CI professionals focused on campaign management should save time, expense, and headaches by looking to other technologies that incorporate desirable MRM features.