Trends Report

The State Of MRM In 2011

Marketing Operations Technology Is Increasingly Contextual

September 28th, 2011
Robert Brosnan, null
Robert Brosnan
With contributors:
Suresh Vittal , Molly Murphy

Summary

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.

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.