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Marketing Resource Management Software - Trends
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SCOTTSDALE, ARIZ. -- It was a rough year for marketers, as is often the case anytime there's a dip in the economy, but cutting back on marketing budgets doesn't mean companies need to cut back on marketing programs, according to a speaker at this week's Gartner CRM Summit. Last year, said Kimberly Collins, research vice president with the Stamford, Conn.-based research firm, more than 75% of companies surveyed by Gartner said they would cut 20% or more of their marketing budget. The solution, Collins said, is to spend more -- on marketing resource management (MRM). "It becomes very challenging for ...
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