How marketing resource management can offer the insights and metrics that drive B2B success

Modern marketing is complex, requiring multiple teams with different complementary skillsets to come together to deliver an exceptional customer experience.

Keeping up with competition, meanwhile, means that marketing must get content into the market faster than ever before.

To help with this, marketing resource management (MRM) solutions have become a must-have for marketing teams today. But to make the most of this technology, it’s crucial to have a strong pulse on the insights that MRM can bring, as well as the metrics behind them. In turn, you can better understand how MRM systems fit into your business’s ecosystem.

Innovation is something every marketer wants to spend more time developing, but because it’s such a gray area, it just never seems to happen.  Capturing innovative ideas is a newer capability in MRM solutions, but it’s very powerful. Many great ideas are lost because of timing or the required resources not being in alignment. But this loss of innovative thinking doesn’t need to happen if ideas are captured in a single place that’s also tied to execution. Now marketing leadership can go into a repository of ideas with accompanying expected outcomes and pick and choose to back innovations that could help reach their targets.

• Expected Outcomes and Efforts from Innovative Ideas: As the title of this metric suggests, quickly identify a mix of innovation to invest in that carefully balances effort (small, medium, large, for example) and expected outcome that is aligned with strategy.

Now that you have a better understanding of the insights you can get out of an MRM solution and the metrics that drive them, you’ll be better equipped to understand how MRM can fit into your existing ecosystem.