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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.
SAS® Marketing 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，以增加收入和利润
营销资源管理是一个旨在组织能力，建立管理和优化营销预算，过程和资源。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。

有两个主要目标的营销资源管理：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）。

但更重要的是-效率和效果？两者都是重要的，因为它们有助于降低成本和推动更多的收入，分别为。但是，与当前的经济困难，如市场营销问责制日益重要的课题，组织需要把市场营销资源管理的有效性方面更加重视。组织需要知道他们都在优化其营销预算，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可支持这些营销资源管理与我们的营销套装软件， 客户智能的SAS ®类别的所有。

成分的营销资源管理
市场营销规划和预算的SAS ®财务管理提高了准确性，相关性和财务计划，预算和报告的及时性，同时促进路线和战略实施-内部营销和整个组织。
营销组合的SAS ®顾问提供了能够执行营销计划和预算的营销组合分析，使客户能够解析确定这些问题的底线策划的营销投资的影响。
营销优化的SAS ®使营销人员的能力，所有客户的通信优先最大化的经济后果，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

市场营销的SAS ®绩效管理 ，使营销部门了解，调整和改善其营销努力的业绩，以及量化销售有助于他们公司的整体成功通过解析衍生战术和战略眼光。
的SAS ®盈利管理使企业能够就客户的团体或个人客户，产品组或个人单品，渠道或特定部门的盈利表现的更好的决策。
运动工作流和协作是的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。
如何为不同的SAS ®
营销预算优化。SAS软件的分析方法，预算分配，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器，而不会失去对公司的财务管理流程休息看见他们的成本和利润。
解析导向的营销业绩管理。SAS软件的方法进行市场营销绩效管理结合了分析的衍生战术和战略眼光，并提供通过单一的，全面的营销框架。