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.

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