Marketing resource management: Making the most of investments through more efficient DAM, marketing operations and marketing-related business processes

Abstract

For many companies, the marketing department is the last business function to use information technology to automate processes. Without a comprehensive platform approach, applications designed for marketing departments are really point solutions. Some focus on tracking the results of marketing activities such as printed direct mail. Some focus on collaboration. Others focus on web-based marketing. In the past few years, senior marketing executives have taken a step back and realized that ad-hoc point solutions aren't the answer. What they need is a long-term, integrated IT strategy designed for marketing: marketing resource management (MRM).