The Cruel Marketing Reality
- Date: 2010-09-30 - Word Count: 327
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planning, monitoring and executing programs leave little if any time to take a step back and view the circumstances which are inhibiting productivity. The "tyranny of the urgent" becomes the obstacle to focusing on the important considerations which will lead to the efficiency and effectiveness gains that senior executives are seeking from marketing resource management mrm software today. The scope of the internal and external challenges facing marketers today is both broad and deep- and, these are only becoming more (not less) prominent and problematical. Chief among them are the following six forces.
FORCE 1: Marketing Discipline
For most companies, marketing resource management mrm software spend is one of the largest cost items on the financial statement. Yet, the level of discipline placed upon that marketing roi software spend is too often appalling. "Habitual behavior over the years has resulted in marketing roi software not being managed like the rest of the business," explains Bill Godfrey, Chairman and CEO, Aprimo. "Historically, it has simply been an accepted practice that 'half of my marketing softwares resource management software is wasted and that is just the way it is." Change is on the horizon, however, with CMOs increasingly being required by the CEO and CFO to demonstrate management acumen-not only for results that drive the bottom line, but also for the expenditure of resources and for the practices and processes used in the design and deployment of programs. Whereas it is unthinkable for a CFO to manage the financials of a company without a general ledger system, today a CMO is often expected to run the marketing resource management software of a company in the absence of an analogous business application.
"One of the good things about MRM [Marketing Resource Management] is that when you're in a down economy, it brings you efficiencies. When you're in an up economy it can help you grow your business marketing softwares No matter which way the economy is heading, you can pretty much justify it."
FORCE 1: Marketing Discipline
For most companies, marketing resource management mrm software spend is one of the largest cost items on the financial statement. Yet, the level of discipline placed upon that marketing roi software spend is too often appalling. "Habitual behavior over the years has resulted in marketing roi software not being managed like the rest of the business," explains Bill Godfrey, Chairman and CEO, Aprimo. "Historically, it has simply been an accepted practice that 'half of my marketing softwares resource management software is wasted and that is just the way it is." Change is on the horizon, however, with CMOs increasingly being required by the CEO and CFO to demonstrate management acumen-not only for results that drive the bottom line, but also for the expenditure of resources and for the practices and processes used in the design and deployment of programs. Whereas it is unthinkable for a CFO to manage the financials of a company without a general ledger system, today a CMO is often expected to run the marketing resource management software of a company in the absence of an analogous business application.
"One of the good things about MRM [Marketing Resource Management] is that when you're in a down economy, it brings you efficiencies. When you're in an up economy it can help you grow your business marketing softwares No matter which way the economy is heading, you can pretty much justify it."
Related Tags: marketing resource management mrm software, marketing resource management software, marketing roi software, marketing softwares
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