Between email and Instagram, LinkedIn and print campaigns, marketers have more avenues for outreach than ever before. But this variety of channels and tactics brings numerous challenges, chief among them: how to stay organized? Marketing involves countless moving parts. Things get complicated quickly. Marketing resource management is an effective way marketing departments can plan, organize, and track complicated marketing operations, with the goal of saving time and money and increasing efficiency.
Often abbreviated as MRM, marketing resource management is a way of unifying a company’s marketing plans, tasks, budgets, collateral, and ideation under one simple software solution. MRM software lets marketers track the development of creative materials, plan their marketing strategy, plan budgets, manage company resources and brands, coordinate events, distribute marketing assets internally and externally, and also use data to measure marketing initiatives’ effectiveness in order to improve creative’s ROI.
These capabilities break down into clear categories.
A range of capabilities fall under the umbrella of marketing resource management. While some overlap, these are distinct tasks.
Why use an MRM? To save time and money and increase efficiency. When employees work on a single task, such as creating a case study or a digital flyer, an MRM lets that team of designers, marketers, and copywriters coordinate more effectively, and when one marketing tasks requires less time to complete, that frees time to accomplish another marketing task. And fewer errors, bottlenecks, and back-and-forth means faster delivery.
Overall, marketing resource management software offers simplicity in a complicated profession. It provides efficiency when there are too many opportunities to squander time and money. And it provides increased confidence in your marketing efforts’ impact, confidence that the difficult stuff you do matters.
More specifically, marketing resource management solutions’ main benefits include:
MRM solutions share certain features in common with TCMAs, or Through-Channel Marketing Automation.
Through-Channel Marketing Automation is a technology platform that empowers brands to scale their advertising programs across multiple channels and drive local sales by managing brand assets and marketing resources with channel partners. Also referred to as distributed marketing management, or DMM, Forrester analyst Jay McBain coined the term TCMA in 2017 and has steadily published significant research on the topic, including use cases, benefits, and an overview of the TCMA vendor landscape.
For marketers in a distributed organization, a TCMA lets larger national companies reach local customers. For channel partners, a TCMA platform empowers them to localize corporate messaging, create brand compliant marketing materials, and effectively manage their co-op dollars. The platform provides marketing templates and resources that match the current corporate campaign and can be customized for increased relevancy within their local market.
Unlike an MRM, a TCMA does not manage event coordination, strategic planning, or media execution. It focuses on marketing campaigns, collateral, and funding, and it can integrate into a well-designed MRM.
Like a well-designed MRM solution, the best TCMA solutions provide a one-stop-shop where channel partners can easily complete essential channel marketing tasks, such as accessing logos, customizing templates, ordering promotional items, and managing co-op funds. Key features of the best through-channel marketing automation platforms include:
That sounds a lot like an MRM solution’s managerial capabilities, but a TCMA is a related, supporting technology that can be integrated.
So when your friends outside of marketing ask, “So, what did you do today?” you can tell them “Way too much.” You don’t have to tell them you got help from an MRM.
Contact BrandMuscle and learn more about our through-channel marketing automation solution.