A book I’ve just finished reading “Marketing Resource Management” by Romek Jansen & Frans Riemersma addresses the issue of how marketing departments are behind the curve when it comes to creating and publishing marketing content. The reason, there’s no standardization of content templates; every new piece is a unique rather than new content that fits into an existing template, which can be reused by fitting new content into the content template. Because of the efficiencies in marketing departments content is produced that sales people don’t use because the content is past due on arrival.
The big idea I came away with from the book is that if you develop any content it should fit into an existing template.
Many Chief Marketing Officers at large companies have only been in their jobs for less than 12 months, while the tenure of most Chief Marketing Officers is only 35 months. Companies focus on the short term and don’t enable CMOs the longevity to build the sort of marketing resource management system to enable them to produce efficiencies. Using statistics to illustrate their point, Jansen & Riemersma describe how most large marketing departments have marketing resource management problems partly because of the problems with marketing leadership longevity and strategy.
I remember that when I worked at Portent Interactive, Amazon.com went completely gaga over a simple content assets management system Ian Lurie threw together for them in 2000. The content assets system allowed their marketing department and Amazon.com’s agencies to manage all of their content assets.
Jansen & Riemersma provided a roadmap for Marketing Resource Management:
1. Publish an easily accessible online brand manual (Knowledge.)
2. Migrate content to a central content repository (Content.)
3. Prepare a subset of publications for automated publishing (Publishing.)
4. Implement a central ordering platform for all channel partners (Ordering.)
5. Implement a central campaign calendar and add workflow elements (Planning.)
6. Add financial information to the planning tool (Budget.)
7. Top it off with a balanced scorecard creating transparency for all the above (Reporting.)
While I think the big idea in the Marketing Resource Management book is important for any marketer to consider, I don’t give the book high marks for readability. The real meat of the book came at the end, I think you could flip to the last few chapters read those and get the most value from the book.