FEATURE: MRM vs CRM

As companies look to marketing to be more strategic, they are also scrutinising the enormous sums of money invested in attracting, retaining, and growing the value of customers. We ask: How is the money being spent? Could we be more efficient?

The good news: business-to-business marketers are seeing the writing on the wall about a more business-minded and process-oriented approach. The Trends of 2005 survey of business marketers by the Institute of Business Marketers in the United States cited 'achieving profitable growth' as the number one challenge, with 'organising and marketing the organisation internally' as number two.