Marketing Resource Management (MRM): what is MRM and software?

5 de September de 2023

Today, companies face the challenge of managing multiple channels, strategies and resources, all intertwined in an increasingly complex marketing ecosystem. Without proper management, organizations risk getting lost in the sea of information, tasks and assets. This is where Marketing Resource Management (MRM) comes in. This solution is the pillar that can sustain, organize and empower an organization’s entire marketing operations.

In this article you will discover what MRM is all about and what benefits it brings to the company.

What is Marketig Resource Management?

Marketing resource management (MRM) is a set of tools and processes within marketing automation that enable organizations to manage, plan and measure their marketing resources. It is a comprehensive solution that covers everything from strategic planning to campaign execution and analysis, providing a clear and organized view of all marketing resources, activities and results.

Benefits for the company

The implementation of these tools brings great value and advantages to the team. Some of them are:

  1. Resource optimization: enables organizations to track their expenses and returns on investment in detail, ensuring that resources are used in the most effective way.
  2. Improved planning: companies can anticipate needs, plan ahead and adapt their strategies based on the results obtained.
  3. Optimizes teamwork: facilitates communication and collaboration between different departments, ensuring that everyone is working towards the same goals.
  4. Flexibility and adaptability: MRM systems allow organizations to adapt quickly to market changes or new opportunities that arise.
  5. Global and detailed vision: it offers a panoramic view of all marketing activities, but also allows to drill down into specific details when necessary.

Software for the use of MRM

With the implementation of MRM it is possible to develop a large part of the work of a marketing team. It is necessary to take into account that, for the selection of an MRM software, it is essential to take into account the needs of the team or the company. Even so, we explain some of the essential functions that the tool must have:

  1. Planning and budgeting: the software must allow the creation, monitoring and modification of budgets and marketing plans in an efficient manner.
  2. Project management: the ability to manage tasks, assign roles and track progress is critical.
  3. Digital asset management: it must be able to organize, store and retrieve digital content and assets such as images, videos, documents, among others.
  4. Content lifecycle management: From creation to approval and publication, it is crucial to be able to manage content seamlessly.
  5. Analysis and reporting: It must provide analysis tools to measure campaign performance and ROI. In addition to providing automatic reports to track the performance of the strategies or actions carried out, in order to optimize them.
  6. Integration capability: the ability to integrate with other tools and platforms (such as CRM, CMS, social networks, among others) is vital for cohesive management.

There are multiple MRM solutions available on the market, but which is the right one? The right choice varies depending on the particular requirements of the company and the size of its operations. However, here is a list of the most prominent programs.


Screendragon is a marketing operations management platform that provides advanced tools for project planning, team collaboration, workflow management and performance visualization. With clients ranging from major brands to leading agencies, Screendragon has positioned itself as a trusted solution for managing marketing campaigns, resources and projects. In addition, its ability to integrate with other platforms and its focus on operational efficiency and transparency make it a valuable option for organizations looking to optimize their marketing and communications efforts.


MRMcentral is a cloud-based resource, project and collaboration management platform developed specifically for marketing professionals. It provides end-to-end solutions for marketing departments to efficiently manage their tasks and teams. With key features such as remote marketing management, project management and collaboration, capacity and resource planning, online review and approval, budget planning and expense management…

The platform stands out as a complete resource and project management tool for marketing professionals, providing solutions for the specific needs of this field.


Wrike enables real-time project planning, monitoring, collaboration and review, regardless of whether teams work in the same physical space or remotely. Its solution adapts to various industries and company sizes, offering customizable functionalities according to business needs. In addition, it has capabilities to integrate with other popular tools and an intuitive interface.

Shall we talk?

At Cognodata we develop intelligent platforms for all areas of the organization that centralize information, nurture it and allow you to draw conclusions of high value for decision-making. We are experts in leveraging data and distributing it throughout the organization, paving the way towards the implementation of a data-driven culture. Do you want us to show you some of our use cases?