Four key points of integration between marketing automation platforms (MAP) and marketing resource management solutions (MRM).

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A minority of b-to-b marketing organizations that use a marketing automation platform (MAP) also have a marketing resource management (MRM) solution (according to a 2011 SiriusDecisons survey). Here are four key points of integration between these platforms:

• Budgeting. The MRM is often used to manage the budgets and costs associated with each marketing automation program tactic, since MRMs can distribute budget across multiple campaigns, programs, activities and quarters, can reallocate unused funds and can tie back into company financial systems.
• Project management. If the entire marketing organization were to leverage MRM for its daily operating procedures, it would be best served by having marketing automation program requests and the tasking of work packages assigned to individual resources managed within the MRM.
• Asset management. The primary way MAPs interact with MRMs is in relation to the asset repository.
• Planning. The dashboarding of marketing automation work requests and budgeting activities should be executed through the MRM. Both applications should be used for email touch governance – use the MRM to display what is planned and the MAP to display what occurred.

 

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