Marketing Resource Management: Defining marketing’s back office, and unraveling the technology stack that supports it

Emerging Perspectives on Marketing's Back-office and the Realities of Current Solutions.

This eBook aims to help marketers better leverage available Marketing Resource Management (MRM) technology by decoding vendor capabilities with real-world understanding of how the software functions.

This analysis informs how marketing and IT may choose to apply MRM off-the-shelf solutions to their respective enterprise ecosystems. After reading this paper, marketing and IT will be better able to apply vendor technology and consulting direction to the way marketers think and operate.

This paper includes:
  • Defining MRM: To Understand MRM is to Understand its History
  • The Conceptual Disconnect Between MRM and Those Who Use It
  • MRM Technology is Improving, But Challenges Persist
  • In Conclusion

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