Business Process Management

Marketing Resource Management (MRM)

In times of negative economic situations in which typically IT and Marketing budgets are dramatically reduced, it is of paramount importance to focus resources to a relevant efficiency recovery. In such times, many organizations undertake substantial curbs on budgets allocated to  Marketing. Without an adequate insight into good performing and/or bad performing  marketing programs, businesses risk to cut spending also (or mostly) related to value-added programs, while on the contrary, low performing  programs remain untouched.

The MRM approach is a typical enhancement of the CRM systems and enables to manage all the marketing activities including evaluation, planning and budgeting; as a consequence MRM allows  to improve Marketing productivity and efficiency. MRM includes a set of processes and methodologies aimed at developing the ability of the company to organize and optimize the use of marketing resources. In particular, it entails the integration of different components which both monitor the internal Marketing performances  (Finance, Resource assignment, etc.) and enable a better insight into the market allowing a greater responsiveness of the company.

From the considerations listed below it can be inferred that MRM is of paramount importance in times of economic crisis:

  • Marketing plays a strategic role for every business
  • Users require access to information and analysis models
  • Flexibility and agility are critical success factors

Moreover, Marketing can speed up the transition process towards a Customer Centric business model by implementing processes and models capable of:

  • Improving Customer Knowledge
  • Improving the effectiveness of Customer  communication
  • Increasing  operation efficiency
  • Reducing wastes
  • Optimizing resources

Planning and Budgeting

MRM methodologies related to the planning and budgeting phases enable efficiency recovery.
 
Creative Production Management

The Creative Production Management phase aims at automating the marketing processes related to the Creative Production Cycle, products campaigns and launch, thus reducing the time-to-market.

Knowledge Management

Within the MRM framework, the Knowledge Management serves as central repository of all marketing-related topics and issues. A comprehensive, CRM-oriented management also includes the repository function for efficiency monitoring in terms of marketing programs and campaigns and the “skill center” function (for identifying the best competences for the various activities and programs).

Online Marketing

The ongoing increase in investments into digital channels shows that the Web Channel is playing a crucial role in the purchasing process within the consumer and the business environment. In terms of costs required to reaching one’s own customer, the Web is therefore an effective tool; moreover, it is the channel that enables the easiest ROI calculation with regard to marketing programs.

Several online marketing models are nowadays available, but the decision related to the online marketing model to be adopted is not easy. The implementation of MRM models provides an effective support targeted to the resources to be leveraged and to the efficiency to be recovered  enabling a consistent saving (especially in businesses with high marketing standards) against moderate investments.

Key experiences

Reply Consulting has gained significant experiences in projects related to business case building,  process optimization, Marketing planning and budgeting. Reply Consulting can moreover boast in-depth expertise in data analysis and modeling applied to marketing topics.

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