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What Do You Mean You're Too Busy?
Written by Bob Barker, Vice President, Corporate Marketing, Alterian
As the explosion in digital channels, and raise their heads when a task or project has to the heart of what people are actually doing incomplexity and personalization fuel been completed successfully, while keeping their marketing. In fact Brewer thinks that the heart ofheads down when things do not go to plan. So marketing is not about stars or one off successes,the volume of work managed by MRM represents a cultural shift, creating greater but it is about "commitment and consistency overmarketing, marketers need to adapt transparency. This can raise a number of time (as a study of branding, advertising andand change. Why is this? objections from marketers. Part of the change loyalty reveals)." One aspect of this is teamwork,management process therefore necessitates from employees to suppliers.There is So Much to Manage applying some finesse and sensitivity regardingWithin large companies or brands, there are an published workflow and task management. Marketing is also responsible for integratingincreasing number of activities and people to communications across markets, channelsmanage, including suppliers and relationships with MRM is Not a Threat segments and so forth. In a large organization,third party agencies. These activities are quite Beth Weesner, Founder and CEO of Marketing like the Alliance and Leicester for instance, a goodoften supported by underdeveloped IT systems Transformation Services, explains that MRM need MRM system helps to reduce the increasingintended to support the planning, management not be seen as a threat. "Marketers who complexity of marketing while making eachand decision-making processes. Yet, even as the understand the big picture will embrace MRM. activity that much more transparent, and easier tomarketing department is increasingly affected by Unfortunately, there are often those who will resist manage. It is also worth noting that analysts havethe changes detailed above, marketers are still change. The goal is to minimize the damage found that productivity can increase by 25-30% asusing tools with very little funding to run its daily caused by this. Change management and clear a result of either removing or automating the dailybusiness and the marketing team is always 'too communication are critical to the success of the administration functions, such as status checkingbusy' with campaigns, events, web content and initiative. " The latter are the ones most likely to and reporting: e.g. "I have done this, you haveother deadline driven activities, to do anything resist the introduction of MRM into their daily done that, and can you approve this please?"about it. Marketing Resource Management - lives; they won't be able to suggest they are too Defining 'Busy'MRM (or Marketing Operations) systems can busy while a project lags behind schedule. "MRMmanage this activity and accountability, providing will often highlight skill gaps that exist in What if a team, or an individual member ofmarketing staff, were to tell the team leader;the evidence chief executive officers (CEOs) and resources, bringing up the need to refine roleschief finance officers (CFOs) require to sanction the and responsibilities to ensure you have the right "Well, I am busy!" How can she really know thatnecessary changes in marketing, such as people in the right jobs,", she adds. The process the particular individual or team is actually busy?MRM can provide the transparency, data, clearlyincreasing marketing infrastructure budgets for also involves explaining why and how marketing is defined processes and information required tocompany wide projects rather than surcharging the changing in your company, how it is becoming define what 'busy' means. It then makes it easiermarketing execution budget. part of the bigger picture. Individual activitiesform part of a critical chain. If one person does for her to make the appropriate decisions; thereBut that can only be possible if the CMO's not perform, this will affect others within the could be a number of reasons why someonemarketers support and understand the benefits of chain. claims to be busy, and that might include a needMRM, against the perceived intrusion - the for more training. Some other elements in the mixconsequence of higher levels of monitoring their On the other hand an MRM system can save time like inappropriate processes could also causeact... [download for more]
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