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Why Is Marketing Resource Management Important to Campaign Management?
The synergy between marketing resource management and campaign management is tight.
Posted Sep 29, 2003
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Most campaign management software focuses on the design and execution of marketing campaigns. These software products 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 which channel the customer will receive the offer through. 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. Campaign management vendors include Unica, Siebel, E.piphany, SAS, and DoubleClick. Marketing resource management (MRM) refers to software that helps with the upfront planning of a marketing function and the coordination and collaboration of marketing resources. MRM products help marketing organizations create their strategy, define objectives, and devise their budgets. Most interesting is that MRM software can help capture an organization's best practices related to marketing. MRM software allows the creation of reusable project plans and frameworks in order for other marketers to take advantage of. As marketing projects start to proceed, MRM software 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's turn is next to perform a task. In general MRM software is a combination of workflow and knowledge management. Campaign management vendors are developing MRM modules and additions to their suites to fill the gap in functionality. Unica and DoubleClick have built additions. Aprimo virtually invented the MRM space, and is now expanding its campaign management capabilities. Other MRM vendors include AssetLink and Smartpath. The synergy between marketing resource management and campaign management is tight. Both functions leverage one another, especially during the closed-loop marketing process. Specifically, three areas integrate very nicely between the two business processes: planning, execution, and measurement.
Planning The MRM function owns the planning, budgeting, and strategic goal-setting processes. However, all planning processes are based at least in part on historical information found in campaign management systems. Questions that are typically asked by marketers when they are creating six- and 12-month marketing plans include what have past campaigns cost, how many campaigns were run, which customers were targeted, what channels were used, and what campaigns did well? MRM should leverage this information to create the marketing plan, even though the information is typically owned by the campaign-management function. Integrating the information and workflow between these two systems can accelerate the planning process. Execution The blocking and tackling of deploying a marketing campaign leverages both technologies and business processes. MRM acts like a symphony conductor during the campaign process, keeping track of the time line and notifying different individuals when they need to perform work, review an item like creative or ROI, or otherwise take action. Campaign management provides the physical execution of the campaign by documenting the design of the campaign, dividing the customer base into segments, creating the final production lists, and monitoring the responses. Measurement As marketers face more scrutiny from the financial decision-makers of their organizations, measuring the effectiveness of marketing programs becomes more important. Campaign management tools can track response metrics in batch and real time, but MRM tools provide a user-friendly marketing portal that allows management to see the key reports and metrics on a day-to-day basis. Consequently, all companies will eventually need to implement and automate MRM and campaign management business processes. They should begin thinking about the long-term convergence of the two technologies, as well as convergence of the business processes, so they can effectively and efficiently fulfill their overall marketing vision.
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