Using Marketing Resource Management Systems (MRM) to Engage Distributed Sales Channels

AMA Interactive SIGJanuary 9, 2013

Presented by DocuStar

Challenges – Localization

• Want to localize and personalize messages now

• Big Data solution in progress

Challenges – Materials Trashed

• Marketing materials get trashed– Too Generic– Obsolescence

• CMO Report (2008) – 90% of materials not used by sales

Challenges – Brand Dilution

• Renegade sales representatives create their own materials

Challenges – Sales Alignment

• Elusive but important• According to a 2011 research

study by the Aberdeen Group, “best-in-class” companies exhibiting Marketing and Sales alignment showed an astounding 31.6% average year-over-year annual revenue growth versus a 6.7% average decrease in revenues for “laggard” organizations.

Challenges – Brand of Choice

• Want to be the “Brand-of-Choice” with Non-Exclusive Channels

Challenges – Managing Co-Op Funding

• Need to keep money from being left “on the table”

What’s a Smart Marketer to Do?

Marketing Resource Management Systems

• Marketing Resource Management Gartner Definition:– Processes and capabilities designed to enhance a

company’s ability to orchestrate and optimize internal and external marketing resources

MRM Enable Companies To..

Localize Marketing Messages

Ensure Brand Consistency

Engage Sales in Marketing Initiatives

Manage Channel Budgets and Demonstrate ROI

Localize Marketing Messages

• Create templated marketing materials (collateral, campaign materials, etc)

• Empower distributed sales channels to adapt messaging to target segments

• Ability to localize before “Big Data”

Ensure Brand Consistency

• Customized materials can be automatically routed to corporate marketing for approval

• Materials cannot be ordered/distributed until approved

• Also enables regulatory compliance

More Relevance, More Economy, Less Trash

• Customized, localized materials are more relevant than generic

• Sales empowered to order just what they need

• Better insights into which materials are most used

Engage Sales in Marketing Initiatives

• Create turnkey campaign templates

• Sales enrolls in campaign

• Improved alignment

• Brand-of-choice

Turnkey Campaign – Insurance Event (Full-Service)Example

Insurance Carrier creates event invitations, collateral and signage

Agent receives enrollment email; enrolls in event campaign; enters current customer and prospect target lists; enters prospect zip codes, customizes messaging

Insurance Carrier reviews message customization; lists scrubbed

Campaign executed as scheduled – invitations distributed, event materials shipped to agent

Customers/ prospects attend event; agent sets dispositions

Manage Channel Budgets and Demonstrate ROI

• Automate allocation of funds

• Track spending• Capture campaign

dispositions• Measure material

usage

A Word of Caution

• According to 2010 CMO Council study, 46% of CMOs say marketing is not a priority for IT

• Key solution elements:– Web-based– Vendor’s ability to customize

/ integrate– Vendor’s system

administration services

Summary

• Marketing Resource Management Systems enable:– Improved productivity– Localization– Sales engagement and alignment– Brand consistency and regulatory compliance– Improved management of expenditures and demonstration

of return• Key solution elements:

– Web-based– Vendor’s ability to customize / integrate– Vendor’s system administration services

Thank You

DocuStarwww.docustar.com

@docustarwww.linkedin.com/companies/docustar