Gartner ermittelt die sechs besten CRM-Marketing-Prozesse bei eingeschränktem Kostenspielraum

3.         Online Marketing

The web is a cost-effective way to reach customers and one of the easiest channels in which to measure marketing ROI. Gartner advises companies to identify and prioritise three to four online marketing initiatives and measure marketing ROI, increasing budget programmes for those delivering high ROI. Gartner foresees that in 2009, companies that invest in new online marketing processes will drive at least a 10 per cent increase in revenue within six months.

4.         Creative Production Management

Automating creative production or product launches reduces time to market and improves resource allocation and efficiency, cutting marketing costs without cutting programmes. A marketing resource management (MRM) module for creative production management can incorporate calendaring, tasks, project management, business rules and workflow, freeing up time for more-creative work. Gartner predicts that in 2009, companies that automate creative production will save 15 per cent or more of their creative advertising budgets within three to six months.

5.         Marketing Fulfilment

Marketing fulfilment solutions (often a module of MRM) provide 24/7 access to collaterals via portal, print-on-demand and procurement capabilities, helping companies save on paper, shipping and physical storage costs. Gartner expects that in 2009, companies that invest in marketing fulfilment solutions will eliminate 5 per cent or more of marketing waste within three to six months.

6.         Financial Management

In a difficult economy, improving marketing’s accountability is required to convince the finance department of the value of marketing’s programmes. Gartner suggests creating a standard set of planning, budgeting and financial management processes for the marketing organisation that, in turn, include processes for monitoring and alerting, thus allowing for ongoing financial management and reallocation of funds. Gartner predicts that in 2009, marketing organisations that invest in financial management capabilities will see fewer budget cuts.

Ms Collins will provide additional analysis on the top CRM marketing processes for driving business value during the Gartner Customer Relationship Management Summit 2009, 3-4 March, at the Royal Lancaster hotel in London. More information is available on Gartner’s Web site at www.europe.gartner.com/crm. To register for the Summit, please contact Laurence Goasduff, Gartner PR on + 44 (0) 1784 267 195 or at [email protected].

Additional information is also available in the Gartner report “The Top Six CRM Marketing Processes for a Cost-Constrained Economy.” The report is available on Gartner’s website at http://www.gartner.com/DisplayDocument?ref=g_search&id=837715&subref=simplesearch.

About Gartner

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