Trends Report

Rethink Your Approach To MRM

Customer Obsession Demands Operational Agility

September 6th, 2017
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Mary Pilecki , Stephanie Liu , Christian Splaine , Christine Turley

Summary

Marketing resource management (MRM) is a conflation of enterprise marketing technology (EMT) components that manage financial planning, content production, brand compliance, and even human alignment. B2C marketers often find legacy MRM solutions burdensome, but today's MRM tools offer more flexible alternatives. This report explores core MRM requirements and provides practical advice for B2C marketing professionals charged with maximizing MRM investments to meet evolving customer expectations.

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