Senior Consultant at PWC
14 February 2002 12:16pm
What do people think about EMM? (or Brand Resource Management - BRM?).
By this I mean software that attempts to automate the operations of marketing (so it is much more than campaign management), by providing the tools and support needed within one "desktop". At a lower level it also includes best practice (so elements of KM are involved) and digital brand libraries (or digital asset management)
It is forecast to be one of the next big things but requires marketing departments to have some sort of operating manual in order to automate it.
How widespread are marketing operating manuals? Do your marketing intranets provide everything you need already?
All thoughts welcome.
CEO at Econsultancy
18 February 2002 16:44pm
I don't know an awful lot about EMM technology, but I would make the following 2 brief observations:
1. As with CRM, and many similar marketing/technology combinations, I would say the people and process elements are much more important in terms of success than the technology. Although the technology is complex, it is, relatively speaking, the easy part as I'm sure you'll agree.
2. On that note, I was interested in Emmperative's offering (http://www.emmperative.com) in the field of EMM - you probably know of them already? Interesting because of the P&G heritage so they ought to know about the people and process side of things.
They claim to be able to "deliver a fully integrated desktop to your Go-to-Market team". They use Magnifi's software platform badged as 'Laurus' - Latin for success apparently...
3. As with most other 'next big things' I reckon it is the same thing as has been around for a long time just done differently (and, supposedly, better). To me, that's the core of Emmperative's value proposition - they know what they're doing because they've been doing it for donkeys years already.
As you point out in your post, and with reference to my point 1 above, the hard part about EMM, if that's what we want to call it, is the thinking, planning, working practices etc. etc. Plenty of lucrative consulting and change management needed. Plagued by the same problems as enterprise CRM no doubt (dodgy ROI evaluation, hard to de-silo departments and integrate data, unfinished projects after 3yrs etc.).
I've had a fair bit of experience in virtual project management technologies and working practices (web-based collaborative working etc.) and it is not easy. It's fine for a small group of like-minded, savvy, skilled people but rolling it out to an organisation involves a lot of change which, of course, has its challenges.
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