MRM System

 

What is Marketing Resource Management (MRM) Means?

Marketing resource management is an overarching term that refers to software and technology solutions, now largely cloud-based, that help manage and centralize your marketing collateral.

Definition of Marketing Resource Management

Marketing resource management, or MRM, is the software infrastructure that supports marketing operations– that is, the delicate balance of technology, creative and logistic processes, and your team, to execute marketing activities successfully.

Let’s back up. Gartner originally classified MRM as a single software solution designed for:

• strategic planning and budgeting;
• project management;
• creative development and distribution;
• content management, media planning and execution;
• event coordination; and
• resource measurement.

In other words, the core requirements for large-scale brand management.

Fast-forward to today, and modern marketing resource management (aka MRM 2.0) also extends to tools and technologies groups required for effectively managing your marketing resources, especially cloud services and software-as-a-service apps. In other words, in MRM 2.0, companies are more likely to use several hyper-focused solutions over one single piece of multi-capable technology. Digital asset management solutions (DAM), for instance, are valuable platforms for centralizing and streamlining the management of a company’s digital assets, eliminating the need for keeping tabs on important assets across a multitude of repositories.

Why Use Marketing Resource Management?

If we could sum it up in one thought, MRM exists to save time and marketing resources.

In other words, think of just one single marketing task – for example, preparing a single digital flyer. Related activities – the coordination between your marketers, graphic designers, copywriters, and other staff – is time consuming and therefore, also costly. There’s also the opportunity cost: for every hour spent on this one flyer, you’re not focusing on other marketing collateral or company growth.

Online MRM portals and MRM 2.0 solutions make coordination easy: Each team member can access their marketing needs online. There’s less back-and-forth and no time wasted. Your other team members now have time for their own tasks – and for other high-value work.

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