Speaker: Kimberly Collins
Location: Westin Kierland - Rainmakers Ballroom
Session Type: Track Session

Marketing budgets and performance are under increased pressure in this tough economy. Yet, marketing remains absolutely critical to retaining and growing customer relationships. Companies should not cut vital marketing programs but should instead look to eliminate marketing waste and improve marketing productivity. Marketing resource management (MRM) can enable companies to save 5% to 15% of their marketing budget without having to cut one program. There are also huge upsides or revenue-enhancing advantages of MRM as well via a stronger brand, improved competitive agility, faster time-to-market and increased performance management. Session Takeaways: 1) MRM can help companies cut waste without having to cut vital customer programs that drive growth. 2) MRM can improve agility and become a competitive differentiator for companies. 3) MRM is maturing and there are many options available to fit the needs of companies with different marketing technology budgets.