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Marketing Resource Management
Improve marketing effectiveness to grow revenue and profits
    Marketing Resource Management is a set of capabilities designed to organize, manage and optimize marketing budgets, processes and resources. Marketing Resource Management is a hot buzzword, but it continues to be a misused and misunderstood phrase, as many people just think of it as workflow management. 
    There are two main goals of Marketing Resource Management: improving efficiency (i.e., decrease costs) of marketing processes and improving effectiveness (i.e., improve revenue/profits growth) of marketing investments and resources.
     But which is more important – efficiency or effectiveness? Both are important, as they help reduce cost and drive more revenue, respectively. But with current economic difficulties and the increasing importance of topics such as marketing accountability, organizations need to put even more emphasis on the effectiveness aspect of Marketing Resource Management. Organizations need to know if they are optimizing their marketing budget and effectively managing marketing performance.
     Marketing Resource Management capabilities typically include marketing planning and budgeting, marketing budget optimization, marketing performance management and campaign workflow and collaboration. 
    SAS supports all of these Marketing Resource Management categories with our marketing suite, SAS Customer Intelligence.

Components of Marketing Resource Management
Marketing Planning and Budgeting
   SAS Financial Management improves the accuracy, relevance and timeliness of financial plans, budgets and reports while promoting the alignment and execution of strategy – both within marketing and across the organization.
SAS? Marketing Mix Advisor provides the ability to perform marketing mix analysis on marketing plans and budgets, enabling customers to analytically determine the impact of those planned marketing investments on the bottom line.
    SASMarketing Optimization gives marketers the ability to prioritize all customer communications to maximize economic outcomes, taking into account the company’s resource and budget constraints, and the likelihood that customers will respond.
Marketing Performance Management
    SAS for Marketing Performance Management enables marketing departments to understand, align and improve the performance of their marketing efforts, as well as quantify how marketing contributes to their company’s overall success through analytically derived tactical and strategic insights.
   SAS Profitability Management enables organizations to make better decisions based on the profit performance of customer groups or individual customers, product groups or individual SKUs, channels or specific branches.
Campaign Workflow and Collaboration
   The SAS Customer Intelligence suite embeds key workflow and collaborative capabilities, such as checklists, approval processes, alerts and dashboards, into its modules to ensure that users are able to reduce the time required to execute their marketing tasks.
How SAS is Different
   Marketing budget optimization. SAS software’s analytical approach to budget allocation ensures that marketing dollars are spent on the right marketing media types and offers to maximize return.
   Strong financial planning capabilities. SAS software’s financial planning approach ensures that Marketing tracks and understands what activities drive their costs and profit without losing sight of the rest of the company’s financial management processes.
   Analytically driven marketing performance management. SAS software’s approach to marketing performance management combines both analytically derived tactical and strategic insights and delivers them via a single, comprehensive marketing framework.

营销资源管理
提高营销效率来增加收入和利润 
     营销资源管理具有组织，建立管理和优化营销预算，过程和资源的一系列功能。营销资源管理是一个热门的流行语，但它仍然是一个误用和误解的词语，因为许多人只把它看成是工作流程管理。 
    营销资源管理有两个人主要目标：提高效率（即降低成本的营销过程），提高效益（即提高收入/利润增长市场的投资和资源）。 
    但效率和效果哪个更重要？两者都是重要的，因为它们分别有助于降低成本和推动更多的收入。但是由于当前的经济困难以及像市场营销问责制这种日益重要的课题，组织需要更加重视市场营销资源管理的有效性方面。组织需要知道他们是否在优化其营销预算，并有效地管理市场营销业绩。 
    营销资源管理功能通常包括市场营销规划和预算编制，优化营销预算，营销活动的绩效管理和工作流程和协作。 
    SAS可以以我们的营销套装软件，客户智能的SAS支持所有这些类别的营销资源管理。
营销资源管理的组成
市场营销规划和预算 
    SAS财务管理在促进均存在于营销和整个组织中的路线和战略实施的同时，提高了准确性，相关性和财务计划，预算和报告的及时性。 
    SAS 营销组合顾问提供了能够执行营销计划和预算的营销组合分析，使客户能够在底线上分析确定这些营销投资策划的影响。 
     SAS 营销优化给予营销人员将所有客户的通信优先以最大化经济成果的能力，同时考虑到公司的资源和预算的限制，和可能会受到用户好评.
营销绩效管理 
    SAS 市场营销使绩效管理营销部门了解，调整和改善其营销努力的业绩，以及量化销售以通过解析衍生战术和战略眼光来促进他们公司的整体成功。 
    SAS盈利管理使企业能够就客户团体或个人客户，产品组或个人单品，渠道或特定部门的盈利表现作出更好的决策。
运行工作流和协作 
    SAS 客户智能套件嵌入如清单，审批流程的关键环节的工作流程和协作能力，警报和仪表板到它的模块，以确保用户可以减少所需的营销执行任务的时间。
SAS 如何不同 
    营销预算优化。 SAS软件的预算分配分析方法确保市场的美元用在正确的营销媒体类型，并提供回报最大化。
强劲的财务规划能力。 SAS软件公司的财务规划方法，保证了市场跟踪和了解哪些活动驱动了他们的消费和利润，而不会失去对公司剩下的财务管理流程的监督。 
    解析导向的营销业绩管理。 SAS软件进行市场营销绩效管理的方法结合并通过单一的，全面的营销框架提供了分析的衍生战术和战略眼光，。