Marketing Governance

Europe’s top 500 businesses could be wasting a combined €716m when purchasing marketing products and services, according to a forthcoming study from marketing production specialists Charterhouse.

David Fincham, Director at Charterhouse, comments: “There is a huge opportunity for big businesses to make significant savings on their marketing. Driving purchasing efficiencies will be vital in an uncertain economic environment and in light of shrinking marketing budgets.”

The study is based on the responses of 200 procurement professionals from across Europe’s 500 biggest businesses. Full results will appear in Charterhouse’s upcoming report, The Marketing Maturity Matrix. Read More

MRMLOGIQ MRM in 60 Seconds series takes a look at the four efficiency directions of MRM: Cheaper, Faster, Better, and More. Which direction does your company need to improve? Do you want to cut costs on campaigns, reduce time-to-market, run better campaigns, or increase your marketing output? Answering these questions will help you get a better view of the needs of your company, and the MRM strategy required to reach your goals. . . 

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There are five key resources in marketing. No more, no less. Answering the central MRM question, What needs to be created, by whom, using which technology, under which budget, in what timeframe? gives us the five-M paradigm: Materials, Manpower,  Machines, Money, Minutes.

Marketing automation systems can improve the use of each of these resources. But this kind of technology is still often mistrusted. How can technology do a better job than I do? Here are five common misconceptions for each marketing resource, and the reasons why Marketing Automation doesnt take over your job, but helps you do it better: Read More

MRMLOGIQ MRM in 60 Seconds series, we take a look at two essential concepts in MRM: effectiveness and efficiency. They may sound like the same thing, but there is an important difference. Being effective means getting the job done; being efficient meaning getting the job done using the minimum amount of time and energy, while still getting the best possible results. Watch the video to find out why an effective Marketing strategy needs an efficient MRM strategy as well.

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Naturally independence from external service providers is a convincing potential benefit of MRM systems. However, many companies want first and foremost to save time and costs, not forego creativity.

If the cooperation between companies and advertising agencies is complicated with respect to data exchange, agreement, and approval, then MRM systems can intervene selectively in the media creation process. Cumbersome agreement loops via e-mail and the inevitable deployment of the agency for even the smallest changes to existing means of advertising are eliminated. The agencies are therefore not replaced, but incorporated more efficiently by both sides into the media creation process.

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The second instalment of MRMLOGIQs MRM in 60 Seconds series takes a closer look at Marketing Resource Management. What is it exactly, and which business challenges does it address? How can it help to keep an overview in a time when we suffer from an information overload? Watch this video to find out how MRM can make Marketing count in every sense of the word. . .

MRMLOGIQ made a seven-part video series which answers all of these basic questions. The series is an introduction to Marketing Resource Management, explaining aspects of running an efficient marketing department. Resources, workflow, and the organizational model behind the daily practise all these aspects are discussed. For the next six weeks, we will post a video from the series. So before the year is out, youll have a firm understanding of MRM.

Today part one: The 21st Century Marketer. Why the current marketing environment calls for the Homo Marketerus Universalis: a rare breed of marketer, uniting both creativity and structure in its marketing activities.

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Aprimo, SAS and IBM have been named to the “Leaders” quadrant of the Gartner Magic Quadrant for Integrated Marketing Management.  The report was published by Kimberly Collins, research vice president, and Adam Sarner, research director, CRM, at Gartner on October 27, 2011.

In addition, IBM has been named a leader in  The Forrester Wave™: Web Analytics Q4 2011 (receiving the highest scores of any vendor for both current offering and strategy), and a Leader in the Gartner Magic Quadrant for Marketing Resource Management. According to IBM, they are the only ones who can claim such broad and strong market recognition for its Enterprise Marketing Management offerings. Michaela Stribling from IBM/Unica says:

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is the emphasis on ROI actually hurting Marketing? The article is based on an interview with Menno Lijkendijk, director of the Dutch B2B marketing company Milestone Marketing, ‘Can the focus on ROI create problems?’, Lijkendijk was asked. It is a topic which has my full attention.

Let’s start with my short answer: no, the focus on ROI is not hurting Marketing. But the wrong ROI focus is likely to create problems, and no focus on ROI will definitely create problems.

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We updated the popular Marketing Automation Software Vendor List. The last two years have been a turbulent period with mergers, take-overs, booming start-ups and quiet exits. This overview is our starting point of software vendors offering functionality related to Marketing Resource Management and Marketing Operations Management. From digital print solutions to full-on all-inclusive marketing systems, these vendors represent the wide range of Marketing Automation software available at the moment.

The list will be updated regularly. Software vendors who think they should be included in the list can of course contact us.

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