Today's complex marketing climate requires heavy-duty technologies. For enterprise marketing managers who are struggling to balance reporting, oversight, and delivery, marketing resource management (MRM) software can meet your requirements in a centralized environment.
TrustRadius describes this emerging tech, writing "marketing resource management is software assisting with marketing operations." Their definition addresses five functions:
- Strategic planning and financial management
- Creative production management
- Marketing fulfillment
- Marketing performance management
- Knowledge management.
Join us as we review the features and benefits of four of the best MRM solutions, and discuss how these tools can fit into your distributed marketing needs.
Who it's good for: Large enterprises looking for a comprehensive budget and data management system.
Teradata is one of the best-known providers of software solutions for really complicated use cases - such as storing enormous amounts of unstructured data. It makes sense that their MRM solution can solve some pretty hardcore needs, like incredibly detailed accounting and reporting requirements.
Key features of Teradata's Marketing Operations tool include a sophisticated "plan and spend" manager, workflow management, and asset management.
Teradata isn't for small teams or the faint of heart. It's a solution that's designed to act as a mastermind for enormous enterprises with sophisticated accounting and approval processes. You may gravitate towards this solution if you're in a highly-regulated industry that demands intensive legal and compliance review of marketing materials.
Who it's good for: Mid-sized enterprises looking for agile project management.
Recognized by Gartner as part of the "Magic Quadrant for Marketing Resource Management," WorkFront is self-described as an, "online project management software," tailored specifically to the needs of massive marketing teams. WorkFront's core features include intelligent resource allocation, real-time project reporting, and workflow automation.
If your organization's needs involve a heavy amount of review and approval collaboration on design projects, this solution could be a fit. WorkFront's unique ability to annotate and review creative mockups, in real time, makes it easy to work with your internal design team or agency.
Who it's good for: Large enterprises with complex reporting needs
Analytics company SAS's Marketing Operations Management tool also consists of a series of interlinking modules to streamline the various aspects of marketing management, including the financial, creative, reporting, delivery, and asset management aspects.
SAS really shines when it comes to reporting and visibility. This solution could offer unique benefits to your organization if you have a need for complex, cross-departmental collaborations, or total visibility across teams, locations, and projects.
Who it's good for: Mid-sized enterprises seeking great UX in their planning tools.
This cloud-based tool for performance management offers visibility through analytics for budgeting and planning. In addition to performance management, and accounting capabilities, Allocadia's features include a planning tool for ROI forecasting.
Allocadia is specifically designed to meet the needs of brands who want to really drill down on forward-looking financial reporting. You may be drawn to this solution if your enterprise is anticipating new product launches or discrete revenue streams that require both individual tracking and shared resources.
How Do I Balance MRM Software with Local Marketing Requirements?
For marketing managers at multi-location enterprises, MRM software is a powerhouse for global oversight. Through it, you can understand things like, how your Brooklyn-based designers' billed hours impact the budget, while reporting on how your Dallas tech team's app revisions will delay delivery. These tools effectively connect your tech suite and facilitate coordination, collaboration, and oversight.
However, you may need additional marketing tech to fill in the gaps for local marketing execution. Even the most comprehensive MRM tools don't offer features needed for compliant, localized marketing, including:
- Geographically-tailored print, email, and digital templates
- Nuanced user permissions and collaboration tools for asset management
- Location-specific campaign reporting
By integrating a tool like CampaignDrive with the right MRM tool for your brand, you can meet your CMO's requirements for analytics, while significantly easing the burden of location-specific marketing.
MRM + Campaign Drive = The Perfect Match
Your success depends on deploying local marketing campaigns in a timely manner. This is much easier said than done, particularly for marketing managers in highly-regulated industries.
MRM software allows your organization to oversee complex marketing operations. Adding CampaignDrive into the mix enables a closed feedback loop between your MRM and local marketing goals. For this reason, Gartner has included CampaignDrive as a representative tool for local marketing enablement.
By executing your brand locally, and ensuring compliance globally, CampaignDrive by Pica9 makes life easy for everyone in your marketing value chain. And that's what brand managers really need.
Want to learn more about local marketing automation? Check out this Deep Dive from Gleanster, and learn how to enable great customer experiences – both at the national and local levels – through local marketing automation.