How to streamline marketing processes to increase efficiencies and reduce costs
Lorna Loney, Aprimo
About this talk
As marketers, we understand that the simple ability to send an email or create a microsite does not mean you have all the tools you need to actually implement an integrated campaign. Often, it takes far more time and effort to actually plan and fund your campaign, get the proper people to review and approve content, make sure all the needed steps are being followed, and ensure that only approved corporate assets are being used, than it does to actually send the final email or post the completed microsites. Breakdowns in this process often result in missed deadlines, cost overruns due to ârushedâ items, or poor campaign execution due to misaligned expectations and inadequate collaboration across the organisation. Therefore, automating the process behind your campaigns is often as critical as the final campaign execution in terms of getting the best business results.
Effective use of marketing resource management has reduced campaign costs and cycle times by up to 33 per cent.