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monday.com

monday.com is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about monday.com

Smartsheet

Smartsheet is a work execution platform and collaboration tool with a familiar spreadsheet-like interface that helps teams plan, track, and manage projects in real-time. Smartsheet features include a range of project management to...Read more about Smartsheet

Wrike

Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f...Read more about Wrike

Acquia DAM (Widen)

Flexible and easy to use, Acquia DAM (Widen) helps brands manage and distribute assets across teams, tools, and channels. A highly configurable metadata schema provides powerful, business-specific search and workflow capabilities....Read more about Acquia DAM (Widen)

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Workamajig

Workamajig is a cloud-based HTML5 project management solution designed for creative ad agencies and in-house advertising teams of all sizes. Key features include opportunity tracking, project management, time tracking, resource ma...Read more about Workamajig

SAP Customer Experience

SAP Customer Experience is a cloud-based customer relationship management solution that helps small and mid-size businesses manage communication and interactions with existing and potential customers. It helps businesses to manage...Read more about SAP Customer Experience

Admation

Admation is cloud-based project management software designed to help brands and ad agencies manage multiple projects, tasks, approvals, assets storage, and more via a unified portal. The platform includes features such as project ...Read more about Admation

Bynder

Bynder's Digital Asset Management (DAM) is a native cloud-based platform designed to simplify and optimize the management of digital assets for both small and large teams. It provides a centralized location to store and manage all...Read more about Bynder

TapClicks

TapClicks is a smart marketing cloud-based set of automated marketing solutions designed to work in unison, powered by your data. We make the complex world of marketing easy with everything a business needs to differentiate itself...Read more about TapClicks

CoSchedule Marketing Suite

CoSchedule's Marketing Suite is a family of agile marketing products that helps you coordinate your process, projects, and teams. Marketing Suite includes: - Calendar Organizer: Visualize your entire marketing strategy in real...Read more about CoSchedule Marketing Suite

Filecamp

Filecamp is a cloud-based Digital Asset Management (DAM) software solution that helps companies organize and share their digital media such as images, videos, and documents. Filecamp comes with unlimited users, each user conf...Read more about Filecamp

Sprinklr

Sprinklr is a cloud-based customer experience management solution designed for businesses of all sizes. It offers social experience core, content marketing, social media management, paid advertising, website management (first-part...Read more about Sprinklr

IntelligenceBank

IntelligenceBank is a cloud-based Digital Asset Management (DAM) solution that helps businesses to streamline marketing processes. The solution gives users a way to control, centralize, create and distribute brand assets in the cl...Read more about IntelligenceBank

Marvia

The modular build application of Marvia helps you put your time to good use. Ensure that everyone within your organization can easily create, manage and publish (local) marketing materials. Within Marvia’s web-based brand portal, ...Read more about Marvia

Siebel CRM

Siebel CRM is a marketing resource management software designed to help businesses in the finance, utilities, manufacturing, transportation and other sectors manage sales, marketing, inventory and finance. The platform enables adm...Read more about Siebel CRM

Dreamdata

Dreamdata is a cloud-based platform for marketing and revenue attribution. The solution allows businesses to track and analyze how certain activities are impacting revenue, how individual channels are performing and what is drivin...Read more about Dreamdata

Percolate

Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate

Screendragon

Screendragon is a powerful work management platform suited to the needs of marketing, agency & professional services teams. It combines project management, workflow automation, resource management and forecasting, budget managemen...Read more about Screendragon

MARMIND

MARMIND® is a leading Marketing Resource Management platform that empowers marketers worldwide to optimize resources and improve results. The only MRM to create seamless workflows for planning, budgeting, and performance monitorin...Read more about MARMIND

NetX

NetX is a cloud-based digital asset management solution for organizations in various industries, including museums, higher education, travel/tourism, plus more. The solution can also be deployed on-premise on Windows and Linux sys...Read more about NetX

Buyers Guide

Last Updated: March 16, 2023

These days, marketers are faced with a growing number of digital channels they can use to engage with customers at a much quicker pace than ever before.

Because of this, there are more moving parts to track over shorter periods of time when organizations are planning and measuring marketing campaigns. To keep pace in today’s digital environment, marketers must use their internal resources wisely.

This is where marketing resource management (MRM) comes in. MRM acts as the "administrative backbone" for day-to-day marketing operations by helping companies track and use their marketing resources more efficiently.

This guide will help you learn more about MRM software systems so you can make the right purchase decision for your business.

Here's what we'll cover:

What Is Marketing Resource Management Software?

Common Marketing Resource Management Software Functionality

Benefits of Marketing Resource Management Software

Market Trends to Understand

What Is Marketing Resource Management Software?

In a nutshell, MRM software helps users manage the back-end process of marketing. It allows companies to more efficiently plan, manage and execute on marketing programs and campaigns. It also helps companies make sure they maintain a consistent brand image across marketing and communication channels.

An MRM system typically includes capabilities for planning, budgeting and tracking marketing activities, as well as tools for managing digital brand assets, workflows and approval processes.

Microsoft-Dynamics'-marketing-resource-management-interface

Microsoft Dynamics' marketing resource management interface

Common Functionality of Marketing Resource Management Software

MRM software typically offers functionality for strategic planning and financial management, asset and project management and, to some degree, reporting and analysis. The exact functionality offered may vary from vendor to vendor.

Common Functionality of Marketing Resource Management Software

Financial planning

Tracks expenses, schedules and resources needed to execute campaigns. Users can link marketing objectives to expected results for each program and campaign.

Project management

Organizes the marketing production process and allows users to report their progress and view upcoming activities.

Workflow automation

Automates common tasks, such as content approvals and cost and expense tracking, to help organizations work more efficiently.

Calendaring

Offers a shared view of marketing activities with associated time frames.

Digital asset management

Stores and provides shared access to marketing assets, such as images, videos, documents, marketing materials and logos.

Reporting and analysis

Provides reports on marketing efficiency, campaign performance, resource allocation and more.

Benefits of Marketing Resource Management Software

There are many benefits to using an MRM system, including the following:

Brand asset consistency. MRM systems often provide asset management to ensure that all marketing content is brand-compliant and meets usage specifications. It also helps marketing teams avoid inconsistencies in brand image and communication by allowing them to share materials and keep them out of silos.

Illumination of bottlenecks. A common challenge in any organization is identifying and eliminating bottlenecks. MRM software improves efficiency by tracking the resources used and their effectiveness at supporting a given campaign. This helps companies identify and resolve bottlenecks.

Shortened cycles. With functionality for shared planning and visibility, MRM software helps companies spend less time managing communications between different departments and functions. This shortens campaign cycles and helps launch marketing campaigns more quickly.

Reduced costs. MRM software helps companies see where their marketing team is overspending or under-investing so they can quickly reallocate marketing dollars to the best-performing initiatives. This reduces spending on media, production and materials that have a low return on investment (ROI).

Nuanced view of ROI. MRM software tracks every dollar spent and each resource allocated to marketing campaigns, showing how each contributes to the overall ROI. This helps companies make real-time adjustments and assess how to improve resource allocation in future campaigns.

Businesses will see additional benefits by combining an MRM system with marketing automation software and other marketing tools, such as:

These tools reduce time spent on manually managing people, assets and content and help create a holistic, integrated view of marketing operations and campaign health.

Market Trends to Understand

Here are a few market trends you should consider before selecting a marketing resource management software platform:

Trend toward of cloud-based solutions. Cloud-based solutions, also known as software-as-a-service (SaaS), provide flexibility in terms of investment in the digital infrastructure, which further reduces strain on the IT budgets of small and midsize businesses (SMBs). Cloud-based software is usually available on a subscription basis with monthly or annual billing models.

Marketers in SMBs prefer cloud-based solutions, as they provide data security and disaster recovery modules at prices that suit their limited budgets. Cloud-based models enable organizations to embrace technology initiatives, such as bring your own device (BYOD) and bring your own phone (BYOP).

Integration of reporting and analytics tools. Advanced analytics solutions generate real-time dashboards and reports to enable data-driven decisions. As a result, marketers are gaining interest in using analytics tools to monitor customer behavior, track campaign performance and draw insights. They are also looking for intuitive data visualization capabilities to create data summary reports and presentations. Software vendors are responding to these requirements by providing analytics tools that are easy to use and require no external IT support for data analysis.

Use of mobile devices. Marketers are seeking solutions that offer mobile access, which helps organize processes and review campaign performance from anywhere. Moreover, advanced applications offer live chat collaboration features that help team members communicate on-the-go. This functionality also enables team managers to review documents and share feedback from remote locations.

Social media marketing. Successful use cases involving social media as a marketing tool have created demand among marketers to use this channel to promote products and services. Platforms such as Facebook, LinkedIn and Twitter enable marketers to filter their audience into niche segments and target each segment based on their distinct tastes and preferences. Software vendors are updating their solutions with social media marketing functionalities or integrating them into existing tools.

It is important to keep the messaging and branding consistent across social media marketing campaigns to spread awareness and engage customers. In addition, social media tools enable marketers to organize promotional campaigns to retain customers with regular brand communication.