MRM For Excellence in Marketing Process Improvement

Aprimo Customer Case Study
MRM for Excellence in Marketing Process ImprovementA Global 2000 financial services company, our customer (Financial "Prior to having Aprimo we were very manual and Company), provides millions of households a diverse portfolio of offerings including: insurance, mortgage, banking, consumer finance and didn't really have any technology to help us. We investment management. used a combination of excel spreadsheets and paper files..When audit or compliance came through to review what we did-even though we did a good job-we had a terrible time of pulling all the campaign information together." - VP of MarketingFinancial Company
Their Vision: - Employ Marketing Resource Management (MRM) across all marketingFinancial Company Marketing maintains all key functions of marketing - Improve operational efficiencies and compliance trackingin-house to include: marketing strategy, creative services, direct mail, - Establish a "Center for Excellence" lead management, eCommerce, emerging markets, database, reporting - Develop common practicesanalytics, strategic partnerships & cross-sell, and print vendor - Better understand marketing spend to make smarter investmentsmanagement. With the financial services sector under pressure and scrutiny from regulatory restrictions and the slowdown in the real Financial Company Marketing identified the need to improve the estate market, coupled with a stagnant economy, Financial Company operational efficiencies and compliance tracking of the marketing Marketing needed a way to realize greater cost controls and to create program development processes. It was recognized that Marketing more streamlined marketing processes. Resource Management (MRM) technology enablers were critical to achieving these objectives through the use of program templates, automated workflow tools and enhanced reporting capabilities. Problem: Specifically, they wanted to integrate all the Financial Company - Decentralized marketing across eight business lines marketing functions to share resources and develop common processes. - Lack of marketing spend transparency Headed by its Vice President of Marketing, Financial Company - Few common practices Marketing initiated a "Center for Excellence" approach. The Center - Under leveraged technology for Excellence was designed to help manage the marketing teams from - Inability to integrate support partners into marketing the separate business lines, to better leverage enterprise marketing skills, and to have a forum to evaluate marketing spend to make smarter - Limited ability to measure effectiveness of marketing programs investment decisions. The Center for Excellence was the driver to Financial Company has eight business lines, each with its own move forward with a technology solution that would ideally improve supporting marketing team. Many of the activities of the teams were marketing talent and assist with asset management.similar in the end product (direct mail, pre-screen offers, collateral, etc.), but each had processes different enough that it was difficult to cross-train team members or centralize the necessary support func- Solution:tions. With few common processes or best practices in place, TMunder-leveraged technology, and an inability to integrate support Aprimo Enterprise MRMpartners into their marketing, they were falling short. Audits and - Planning & Financial Managementcompliance reviews were particularly cumbersome with numerous -time-consuming processes including a combination of excel spreadsheets Production Management & Workflow-and paper files. The lack of marketing spend transparency prohibited Brand Content Managementthem from optimizing marketing dollars and there were few capabilities After performing due diligence to seek a best in class MRM solution, to measure the effectiveness of their marketing programs. multiple marketing teams within Financial Company Marketing Financial Company knew they needed technology to address their conducted evaluation of multiple marketing operations solution problems so they created a vision to outline the necessary steps to vendors. According to the Marketing Systems Manager, "Aprimo was undertake those challenges. selected as the MRM vendor of choice based upon its market leading position and proven ability to meet marketing requirements across multiple lines of business at Financial Company."
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