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technology management

Relationship Velocity

technology management

Relationship Velocity

Marketing Technology Management (MTM) is the process of running the day-to-day operations of the technology that supports the outreach efforts of Lead and Offer Management. If CRM is the data store of the information, Marketing Technology Management is the processes associated with MRM (Marketing Resource Management), the industry term for the technology category. Marketing Technology Management (MTM) Ecosystem starts with the selection of the right MRM system to match your firm’s infrastructure. Matching the MRM with right CRM is the main key to success in MTM, but it also requires significant setup and must also include other technologies. The combination of these steps being done properly is what ensures marketing success. 


Selecting the right technology is only the first step but a very important one since few MRM tools incorporate Offer Management within their tool set. Setup is also important since the technology doesn’t know your Lead Sources, Target Markets, Products, Pricing, Target Specific Messaging, Incentives among many other variables that make up a campaign. Lastly, campaign process is not fundamental to any MRM tool although many have a set of SAMPLE processes to guide the setup. Unfortunately, too often companies think this how they should operate and don’t tailor the technology to their environment, they allow the technology to dictate their operating environment. Designing the campaign within the MRM tool, monitoring performance and making modifications to improve performance are all functions of the MTM Ecosystem. Lead Management defines the Targets / Sources. Offer Management tracks the performance within channel. MTM is the technology that operates the campaigns. CRM is the technology that stores all the prospect and customer information. All of these working together is the Marketing Technology Management Ecosystem.

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