Post on 20-Aug-2015
Using Marketing Resource Management Systems (MRM) to Engage Distributed Sales Channels
AMA Interactive SIGJanuary 9, 2013
Presented by DocuStar
Challenges – Localization
• Want to localize and personalize messages now
• Big Data solution in progress
Challenges – Materials Trashed
• Marketing materials get trashed– Too Generic– Obsolescence
• CMO Report (2008) – 90% of materials not used by sales
Challenges – Sales Alignment
• Elusive but important• According to a 2011 research
study by the Aberdeen Group, “best-in-class” companies exhibiting Marketing and Sales alignment showed an astounding 31.6% average year-over-year annual revenue growth versus a 6.7% average decrease in revenues for “laggard” organizations.
Marketing Resource Management Systems
• Marketing Resource Management Gartner Definition:– Processes and capabilities designed to enhance a
company’s ability to orchestrate and optimize internal and external marketing resources
MRM Enable Companies To..
Localize Marketing Messages
Ensure Brand Consistency
Engage Sales in Marketing Initiatives
Manage Channel Budgets and Demonstrate ROI
Localize Marketing Messages
• Create templated marketing materials (collateral, campaign materials, etc)
• Empower distributed sales channels to adapt messaging to target segments
• Ability to localize before “Big Data”
Ensure Brand Consistency
• Customized materials can be automatically routed to corporate marketing for approval
• Materials cannot be ordered/distributed until approved
• Also enables regulatory compliance
More Relevance, More Economy, Less Trash
• Customized, localized materials are more relevant than generic
• Sales empowered to order just what they need
• Better insights into which materials are most used
Engage Sales in Marketing Initiatives
• Create turnkey campaign templates
• Sales enrolls in campaign
• Improved alignment
• Brand-of-choice
Turnkey Campaign – Insurance Event (Full-Service)Example
Insurance Carrier creates event invitations, collateral and signage
Agent receives enrollment email; enrolls in event campaign; enters current customer and prospect target lists; enters prospect zip codes, customizes messaging
Insurance Carrier reviews message customization; lists scrubbed
Campaign executed as scheduled – invitations distributed, event materials shipped to agent
Customers/ prospects attend event; agent sets dispositions
Manage Channel Budgets and Demonstrate ROI
• Automate allocation of funds
• Track spending• Capture campaign
dispositions• Measure material
usage
A Word of Caution
• According to 2010 CMO Council study, 46% of CMOs say marketing is not a priority for IT
• Key solution elements:– Web-based– Vendor’s ability to customize
/ integrate– Vendor’s system
administration services
Summary
• Marketing Resource Management Systems enable:– Improved productivity– Localization– Sales engagement and alignment– Brand consistency and regulatory compliance– Improved management of expenditures and demonstration
of return• Key solution elements:
– Web-based– Vendor’s ability to customize / integrate– Vendor’s system administration services
Thank You
DocuStarwww.docustar.com
@docustarwww.linkedin.com/companies/docustar