When marketing resource management (MRM) technology was first introduced by Aprimo, many people said, “I don’t get it.” Today, after years of education, the marketplace is starting to understand and value the features of MRM. Typically, MRM is explained as an application that manages marketing projects. Some of the features and functionality include:

Organizations tend to look at this list of functionality and infer that MRM will increase the efficiency of their marketing departments. However, when reading materials or listening to vendor presentations, the word “effectiveness” continues to appear - implying that MRM will help you be a better marketer and execute better marketing programs. After absorbing this information, potentials users typically remark, “I still don’t get it.”

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