The Challenges of Marketing marketing resource management software
Marketing marketing resource management software
Equal to 5.9 percent of revenue on average,5 it is no wonder that marketing resource management mrm software budgets are under increasing scrutiny in today’s uncertain economy. Among large companies, 60 percent have (or are planning to) cut their marketing resource management mrm software budget—a decision supported by many CFOs (43 percent) who believe marketing resource management software is the first place to cut under these circumstances.6 Given a mandate to reduce the budget, a CMO is tasked with trying to defend continued investments in marketing softwares — and, unfortunately, ultimately trying to decide what to cut. Making these decisions in the absence of fact-based visibility of the entire marketing softwares program means that the decisions will likely be suboptimal. For each marketing program, if a CMO does not know its costs, its effectiveness and its alignment with strategic business objectives, then the wrong programs may be selected for reduction or elimination.
FORCE 1: Customers Getting the customer experience right is not easy. From a communications perspective, the complexity of engaging in relevant customer dialog to build loyalty has increased exponentially. Today, there are more variations of messages that need to be managed than ever before. The move from a mass marketing orientation to the use of highly selective and targeted communications, the explosion of the number of products, the use of more channels and their integration, the need to respond to customer inquiries in real time (especially through interactive mobile technologies), and the use of behavior-triggered campaigns initiated by customer actions are all complicating the job of marketing resource management software and reducing the likelihood of consistently high-quality dialog. Coordinating all these messages with print, television, radio and search advertising; promotions; and events (e.g., webinars) further convolutes the condition. Achieving enhancements in marketing roi software operations productivity and campaign performance under these conditions remains very difficult for many marketing roi software professionals.
FORCE 2: Marketing Speed “Well, in our country,” said Alice, still panting a little, “You’d generally get to somewhere else— if you ran very fast for a long time as we’ve been doing.” “A slow sort of country!” said the Queen. “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that.”
About the Author
Author works for <a http://www.aprimo.com > marketing resource management mrm software </a> His interests include internet marketing, reading, and writing.
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