Marketing Resource Management

Effective collaboration requires incorporating new technology into the workplace so that workers can communicate more efficiently with each other and better measure the response to their ideas and initiatives; helping people better understand what is really going on with their work by allowing them to communicate within the context of the work they’re doing; providing real-time visibility to upper management decisions and seeking worker input on those decisions; and managing communication through the end-to-end lifecycle of work so collaboration happens seamlessly and openly.

We predict that the next major evolution will focus on the following three progressions:

  • Collaboration will become more widespread than ever, due to tools that make it more efficient. As a result of these tools, everyone will be naturally collaborating, even during off-work hours. To properly harness the power of collaboration, businesses will have to create environments where workers can contribute their spontaneous ideas without apprehension.
  • More communication technology will be incorporated into the workplace and used on a daily basis. As the rate of work increases, the need to have access to a more sophisticated and powerful work management tool for creating and tracking communications will also increase.
  • Workers will gravitate towards companies that offer innovation, rather than the largest companies. In the past, larger organizations represented job security and bigger paychecks in exchange for unquestionable loyalty. But to the Millennials, it is expected that work goals align more closely with their professional goals and their personal values. It’s time to turn business on its head and make collaboration an innate part of doing business that weaves throughout every department so that everyone is connected. Organizations must be ready to provide their workers with the solutions that foster better communication and participation and incorporate policies and practices that will accelerate success. If used effectively, collaboration will improve communication, foster learning, enable faster decision-making, and create productive workflow, so you can stop talking about work and instead focus on getting work done.

Workfront is a cloud-based Enterprise Work Management solution that helps marketing, IT, and other enterprise teams conquer the chaos of excessive email, redundant status meetings, and disconnected tools. Unlike other tools, Workfront Enterprise Work Cloud is a centralized, easy-to-adopt solution for managing and collaborating on all types of work through the entire work lifecycle, which improves team productivity and executive visibility. Workfront is trusted by thousands of global enterprises, like Adobe, Cisco, HBO, Kellogg’s, House of Blues, REI, Trek, Schneider Electric, Tommy Hilfiger, Disney, and ATB Financial.

Aprimo Plan & Spend is a marketing resource allocation solution that helps you organize your marketing spend, analyze key performance indicators (KPIs), and manage your resources. Part of the powerful, agile Aprimo marketing operations platform, Plan & Spend allows you to align marketing strategies with activities, visually configure budgets, and adjust both as needed to ensure success.

Instant impact to marketing deliverability and transparency with cross-functional teams; while increasing communication and collaboration. Launched completely new instance replacing usage of Excel spreadsheets. Implementation included migrating existing programs and projects to platform using Workfront API to shortcut importation. Processes were implemented to support request procedures across all LOBs. Teams were trained with on-demand courses and process-specific in-person sessions. Currently, administrative team members are required to attend yearly user conferences to reinforce skillsets.

Enhanced coordination around business initiatives allowing the marketing organization to showcase true influence. Replaced IBM Marketing Operations due to EOL notification and digital transformation initiatives. In partnership with IBM, developed extrapolation tools to archive project details and files into a SFTP site and later imported directly into Workfront. Improved existing processes, incorporating workflows that leverage automation between several different marketing systems. Certification-level training provided in-person to a 50-person team across a 300-person marketing organization.

End-to-end marketing governance and performance management; significantly improving the way a large enterprise marketing organization works. From business case development, publishing dynamic marketing calendars, to robust reporting, this new implementation was designed along with other marketing technologies in scope. Regional teams were brought together to develop cohesive and unified processes to enable marketers to get the most out of planning and executing campaigns. With a newly established Marketing Center of Excellence, Aprimo Plan & Spend was established as the centralized system to keep things organized and productive for the entire team.