Trends Report

Q&A: Top Five Marketing Resource Management Questions Answered

October 30th, 2015
With contributors:
Srividya Sridharan , Olivia French

Summary

Customer insights (CI) professionals use marketing resource management (MRM) tools to manage marketing operations, such as planning, budgeting, content production, and process workflows. Historically, direct marketers purchased enterprise MRM with cross-channel campaign management (CCCM), while digital marketers leveraged channel-specific capabilities. But real-time contextual marketing demands a more agile approach to MRM that supports insight-driven engagement strategies. This brief answers five common questions that CI pros have about MRM.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.