The 5 Business Processes of Marketing Resource Management (MRM)

The 5 Business Processes of
Marketing Resource Management (MRM)

Occasionally, marketing campaigns and programs seem to go off track – running in directions no one could have predicted. If you have ever managed marketing campaigns, or at least tried, then you understand the challenges that come with it. Fortunately, there is a solution. Marketing Resource Management (MRM) practices will help you tame your programs and campaigns by organizing your entire marketing operation.

Table of Contents

The MRM Methodology

The use of MRM practices within an organization requires a thorough understanding of certain methodical concepts. MRM, at its core, is divided into 5 business processes / methodical concepts:

– Planning and Budgeting

– Business Process Management

– Approval

– Reusability

– Measurement

Each one of these processes plays a vital role in the success of an organization’s marketing operation. But together, these 5 components compose a holistic system covering all the aspects of your marketing operations.

Planning and Budgeting:

At the forefront of a successful MRM implementation is the planning stage. The planning of an organization’s marketing strategy ensures all 3 MRM components; people, process, and technology align. Although budgeting also plays an important role, the planning stage revolves highly around scheduling and resource optimization.

Planning, and having an overview of all your ongoing marketing activities, increase overall campaign visibility and ensures uniform resource distribution. These resources are spread across campaigns in order of their complexity, priority, and allocated budget. These three key drivers will allow for more efficient marketing budgets across your different lines of business.

Additionally, when it comes to mature MRM implementations, historical data such as past budgets, resource efficiency, and campaign ROI are taken into consideration.

Business Process Management:

It’s time to minimize your manual mistakes. The rate and re-occurrence of human error is entirely manageable thanks to Adobe Experience Manager’s integration with Adobe Campaign. With AEM’s integration, you’ll have access to all the Adobe Campaign tools, assets, and pre-built templates necessary to compose personalized email messages without discrepancies. User data is, essentially, pre-populated to facilitate form submission, so that you and your creative team won’t actually need to learn how to use Adobe Campaign to develop highly personalized emails.

Thanks to the AEM and AC integration, businesses have reported a substantial drop in errors from 3-10 per week (approx. 16 hours of weekly reconciliation and rebuild time) to only 1 error every two weeks (less than 1.5 weekly hours to recuperate and rectify issues). After all, error prevention is the key to expediting effective marketing materials to consumers.


Approvals, another important part of a process management system, ensure proper accountability throughout the entire project. Large-scale MRM systems will often require several stages of approval cycles. So whether it be creative, legal, or financial, most marketing collateral will go through multiple approval stages before moving into production.

Predefined management procedures are the driver behind the definition of workflow steps. However, approval processes tend to vary across organizations and industries. Therefore, they usually are the reason for many cost and time efficiency gains.

As an organization evolves and adopts a mature MRM approval procedure, a change management system can play a significant role in achieving even higher process efficiency gains. Through tracking changes, executives can maintain visibility. This encourages transparency and typically yields greater results with both your marketing campaign returns.

Related Blog

With a median MRM value, reusability is one of the best techniques for improving business processes. In today’s digital marketing world, marketing objectives gear towards personalizing and tailoring down communications. Consequently, this creates multiple versions and variations for each piece of collateral. When managing the high volume of creatives, along with their approval processes, it is important to have a digital asset management system integrated within the MRM solution.

While we often associate reusability with assets, it also significantly improves the efficiency of various other marketing components like campaign briefs and financial information.


A successful MRM framework depends on performance measurement methodologies to track the effectiveness and efficiency of marketing activities. These performance efficiency gains are tracked across resource, process, and budgetary levels. Measuring resource capabilities goes from tracking the role of a particular resource to managing entire marketing teams.

To properly track these marketing activities, the measurement concept requires the use of metrics and KPIs. These marketing metrics and KPIs are defined by corporate objectives and vary depending on the industry. These represent campaign-specific metrics with ROI, response rates, the number of impressions, and offer conversion rates – amongst others.

After completing this stage, compare the results to the estimates you initially identified in the planning phase. You can then feed those results back into the planning stages of future campaigns. These iterations will help with resource optimization and ensure proper budget allocation.

The Importance of MRM
Having a clear idea of an organization’s strategic marketing goals and objectives will not only facilitate the selection of the right MRM framework but will also promote the growth and expansion of your marketing operations in the long run. So, from brand management, all the way to the production of marketing collateral, MRM practices will help unify your marketing procedures.

Talk To Our Experts Today

Sales Inquiries + 1 (514) 223 3648
General Inquiries + 1 (514) 392 9822

© 2024 Munvo is a trademark of Munvo Solutions Inc.

Pin It on Pinterest

Plus Company Privacy Policy


(Canada) EN

Updated as of September 11th. 2023


Plus Company respects the privacy of its customers.

This Policy concerns you. It describes how we collect, use, disclose and protect your personal information, including when you visit our website or any website we own, operate or control (collectively, the “Site”), when you contact us by phone or email or when you communicate with us via social media.

We may update this Policy (see “Changes to the Policy” below).

You should read this entire Policy before submitting information to us or using our Site. If you submit personal information to us, we assume that you authorize us to use and disclose it as described in this Policy.

What is personal information?

Personal information is information that identifies you directly or indirectly, on its own or with other information, such as your name, contact details or IP address.

We may make full use of all information that is de-identified, aggregated or otherwise not in personally identifiable form.

Information collection and use

We collect personal information …

  • From you
  • Using automated technology when you visit our Site or communicate with us through email
  • When third parties, such as service providers, collect such personal information on our behalf

When do we collect your personal information?

  • When you browse our site
  • When you contact us by phone or email
  • When you communicate with us via social media

What type of personal information do we collect?

  • Usage information – IP address, information on the device, domain name, browser used to visit our site, pages displayed, time spent on a page, link clicks
  • With your consent, we may have access to your geolocation and
    site-navigation patterns.
  • Information you provide to us, such as personally identifiable information or contact information, as well as your comments or questions.

Why do we need it?

  • To better understand how you use our Site.
  • To modify or improve our Site, services and business activities.
  • For marketing, research and legal purposes.
  • To comply with our policies, procedures and legal obligations, including complying with law enforcement or governmental authority requests, investigating fraudulent activity, resolving disputes and enforcing our legal agreements and policies.

With whom do we share this personal information?

As part of our business operations, we may disclose personal information to the following categories of third parties:

  • Consultants, service providers and contractors we use to support our business and operations (e.g., hosting or operating our Site and services, data collection, reporting, Site metrics and analytics, data analysis, fraud detection services) who have agreed to keep the information confidential and use it only to provide the applicable services.
  • Government authorities, agencies, if required to do so by law, regulation or court order, or to respond to governmental and/or law enforcement requests.
  • An acquirer or successor in interest in the event of a reorganization, merger, sale, change of control, consolidation, joint venture, assignment, transfer or other disposition of all or any part of Plus Company or its affiliates, including any negotiation thereof.

Where is your personal information stored?

We currently retain personal information in North America.

We may disclose personal information in locations other than your country, province or state of residence, where privacy laws may differ.

If your personal information is used outside your country, province or state of residence, it is subject to the laws of the place where it is located and may be disclosed to governments, courts, law enforcement agencies or regulatory bodies of that place, or disclosed in accordance with the laws of that place. However, our practices regarding your personal information will remain governed by this Policy and by applicable privacy laws.

Retention of personal information

We will retain your personal information (collected through online and offline methods) for as long as it is necessary for the purposes described in this Policy. We will also retain and use your personal information to the extent necessary to comply with our legal obligations, resolve disputes and enforce our legal agreements and policies.

Intended audience of Site

Our Site, social media accounts and online activities are intended for persons aged 17 and over. Therefore, we do not request personal information from minors aged 16 years or younger, nor do we knowingly collect such information from minors aged 16 or younger. If you are not 17 or older, you should not visit or use our Site.

How do we protect your personal information?

We take reasonable, appropriate steps to protect personal data from loss, misuse and unauthorized access, disclosure, alteration or destruction, whether in transmission or storage. Remember, however, that no security system is infallible and that transmission over the Internet is not perfectly secure or error-free.

We use a secure server. Only authorized persons have the right to access this information, which they are required to keep strictly confidential.

Your rights with regard to your personal information

Right to access and correct

You may request access to and obtain a copy of the personal information we hold about you.

If any personal information about you is inaccurate, incomplete or ambiguous, or if the collection, disclosure or retention of such personal information is not permitted by law, you may require that it be rectified.

You can also ask us for information about the source of your personal information (if it was not obtained from you), as well as the names of persons who have access to your information and details about how long it is kept.

Right to withdraw your consent

You may request to withdraw your consent to our use or disclosure of your personal information.

In most cases, withdrawing your consent means that we will no longer be able to offer you certain services. Otherwise, we will inform you of the consequences of refusal in our request for consent.

To exercise your rights, please send a request in writing, along with proof of identity, to our Privacy Officer at the contact information provided under How to contact us.

Once your request has been received, we will respond in writing within 30 days.

Cookies and other automated technology

A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. A “web beacon” is a small object or image that is embedded into a web page, application or email and is used to track activity. Web beacons are also sometimes referred to as pixels and tags. We and/or third parties, including our service providers on our behalf, may use cookies, web beacons and other similar technology to collect information for the purposes described in this Policy, including analytics and monitoring performance and improvement of our Site (traffic, errors, page load time, popular pages, etc.). Before using these technologies to geolocate you or evaluate certain characteristics about you, such as your personal preferences, interests or online behaviour, we will ask for your permission by informing you how to enable such features. We use Google Analytics to understand how our Site, services and products perform and how you use them. To learn more about how Google processes your data, visit To change your settings relating to cookies and other automated technology, visit our Cookie Manager.
For information and questions about the use of your personal information or this Policy, you may contact our Privacy Officer at
This Policy may be revised from time to time for any reason. In such a case, we will notify you of such changes by indicating the date of the last update. Review the Policy before submitting personal information or using our Site, services or social media pages.