19c6cd1 The New Generation of Loyalty Marketing[Posted by Marie Gosse
Senior Prod­uct Man­ager, Neolane, Inc.]

Mar­ket­ing Resource Man­age­ment (MRM) refers to tech­nol­ogy that improves with the upfront plan­ning of a mar­ket­ing func­tion and the coor­di­na­tion and col­lab­o­ra­tion of mar­ket­ing resources. MRM soft­ware helps mar­ket­ing orga­ni­za­tions cre­ate their strat­egy, define objec­tives, devise their bud­gets and man­age doc­u­ment cre­ation. Most inter­est­ing is that MRM tech­nol­ogy can facil­i­tate cap­ture of an organization’s mar­ket­ing best prac­tices while allow­ing for the cre­ation of reusable project plans and frame­works that other mar­keters can lever­age. Once mar­ket­ing projects are under­way, MRM tech­nol­ogy helps keep the team noti­fied of which step the cam­paign is on (do the analy­sis, make the cre­ative, pull the lists, etc.), who is respon­si­ble for the deliv­ery and review of a given task, and who is sup­posed to per­form the next task. In gen­eral, MRM tech­nol­ogy is a com­bi­na­tion of work­flow and knowl­edge management.

Accord­ing to Gart­ner, MRM tech­nol­ogy invest­ments will con­tinue to increase, plac­ing the empha­sis on recog­ni­tion of busi­ness value and cost sav­ings derived from these initiatives.

Most cam­paign man­age­ment soft­ware focuses on the design and exe­cu­tion of mar­ket­ing cam­paigns. These appli­ca­tions allow mar­keters to select spe­cific cus­tomers for inclu­sion in a cam­paign, fil­ter other cus­tomers, decide which cus­tomers get which offers, decide the tim­ing of when a cus­tomer receives cer­tain offers, and through which chan­nel the cus­tomer will receive the offer. Addi­tion­ally, cam­paign man­age­ment soft­ware can help detect cus­tomer responses to the cam­paigns and cre­ates the out­put for tele­mar­ket­ing orga­ni­za­tions, direct mail ful­fill­ment, or email offerings.

The syn­ergy between mar­ket­ing resource man­age­ment and cam­paign man­age­ment is tight. Both func­tions lever­age one another, espe­cially dur­ing the closed-loop mar­ket­ing process.  The result is mar­ket­ing plans aligned with busi­ness goals, cen­tral­ized man­age­ment of busi­ness resources and team work opti­miza­tion. This syn­ergy brings a more use­ful day-to-day work­ing envi­ron­ment and improves the coor­di­na­tion of strate­gic plan­ning with cross-channel campaigns.

To obtain a quicker ROI and higher mar­keter sat­is­fac­tion with a com­plete mar­ket­ing envi­ron­ment, many firms pre­fer to imple­ment first their cam­paign man­age­ment solu­tion and then the MRM soft­ware. In this sense, firms notice a faster imple­men­ta­tion and higher mar­ket­ing effectiveness.

Accord­ing to Gart­ner, MRM tech­nolo­gies have fine days ahead of them because of a proven ROI:  “By 2012, com­pa­nies that lever­age MRM effec­tively will save more than 15% of their annual mar­ket­ing bud­gets. For $250,000 to $1 mil­lion, you could cut mil­lions out of your mar­ket­ing spending.”


  1. […] cam­paign man­age­ment soft­ware focuses on the design and exe­cu­tion of mar­ket­ing cam­paigns, MRM soft­ware com­bines work­flow and knowl­edge man­age­ment to improve the upfront plan­ning of a mar­ket­ing function […]