'Why MRM implementations fail'
Saturday, June 23, 2007
Following post was done by the MRM logiq guys of MarketingGovernance. It proves that an MRM project needs to be initiated using a marketing process strategy instead of buying software and see what that will bring to improve processes. At XEED we share that view. We think a vendor needs to have a marketing communication background and software needs to be flexible enough to be able to support the intended improved processes so the system will help making the redesign of processes more successful instead of guiding the redesign.
MarketingGovernance:
Official figures are -of course- not available. We recorded at least 5 examples in the past 5 months. We can tell you, they are big international names, both MRM vendors and Brands.
Over 70% of IT projects fail, we wrote in July 2006. So, you shouldn't be surprised. What is the remedy for this poor result? The answer is: Implement a marketing solution, not an IT solution.
Many implementations are so-called backward facing implementations (or horseless carriage implementations), missing the benefits of forward facing. Let's explain.
"If I had asked my customers what they wanted,
they'd have said a faster horse"
-Henry Ford-
What Ford asks us is to decide if we want a faster horse or a car. We can automate the way we are working, or we can improve the way we work and then automate. What is not widely understood is that both approaches require the same amount of effort, but in a different way.
These are the characteristics of both approaches:
Backward-facing
MarketingGovernance:
Official figures are -of course- not available. We recorded at least 5 examples in the past 5 months. We can tell you, they are big international names, both MRM vendors and Brands.
Over 70% of IT projects fail, we wrote in July 2006. So, you shouldn't be surprised. What is the remedy for this poor result? The answer is: Implement a marketing solution, not an IT solution.
Many implementations are so-called backward facing implementations (or horseless carriage implementations), missing the benefits of forward facing. Let's explain.
they'd have said a faster horse"
-Henry Ford-
What Ford asks us is to decide if we want a faster horse or a car. We can automate the way we are working, or we can improve the way we work and then automate. What is not widely understood is that both approaches require the same amount of effort, but in a different way.
These are the characteristics of both approaches:
Backward-facing
- Intention not to change company processes
- In reality: Adjusting company processes for software
- High involvement required from staff, because requirements are not clear
- Average of 10-20% savings in costs or Turn around Time
- Definition phase: 25%
- Configuration phase: 75%
- Optimizing way of working, then
- Adjusting software for company purposes
- Low involvement required from staff, requirements are clear from day 1
- Average of 30-60% savings in costs or Turn around Time
- Definition phase: 75%
- Configuration phase: 25%
Wilco Turnhout, 6/23/2007
Gartner positions XEED in the 2007 Magic Quadrant for Marketing Resource Management for the second consecutive year.
Wednesday, June 20, 2007
Xeed, a leading provider of Marketing IT software and services, today announced its positioning in the Magic Quadrant for Marketing Resource Management, according to a Gartner, Inc. report entitled Magic Quadrant for Marketing Resource Management, 1Q07
According to Gartner Xeed with its robust solution set offers an attractive alternative to large on-premise business application vendors with traditional software license models such as Oracle and SAP, for companies who do not want to make a capital IT investment. "European companies looking for a broad set of MRM requirements should consider Xeed as an alternative provider."
Xeed software solutions and services enables enterprises to optimize marketing processes, provide insight in marketing efficiency, guard brand identity and increase conversion rates. With a recently upgraded architecture it is possible to release configurable deployments in a matter of weeks.
"We are pleased to be positioned in the Gartner Magic Quadrant," said Mr. Wilco Turnhout, Managing Director of Xeed. "We continue to expand our markets, tools, services and consulting support to help organizations of all sizes improve their marketing communications and realize cost savings. We are privileged to work for companies such as KLM, ING and Hagemeyer. Xeed continues to grow and innovate, which we believe is evidenced by the company’s position in this report."
According to Gartner Xeed with its robust solution set offers an attractive alternative to large on-premise business application vendors with traditional software license models such as Oracle and SAP, for companies who do not want to make a capital IT investment. "European companies looking for a broad set of MRM requirements should consider Xeed as an alternative provider."
Xeed software solutions and services enables enterprises to optimize marketing processes, provide insight in marketing efficiency, guard brand identity and increase conversion rates. With a recently upgraded architecture it is possible to release configurable deployments in a matter of weeks.
"We are pleased to be positioned in the Gartner Magic Quadrant," said Mr. Wilco Turnhout, Managing Director of Xeed. "We continue to expand our markets, tools, services and consulting support to help organizations of all sizes improve their marketing communications and realize cost savings. We are privileged to work for companies such as KLM, ING and Hagemeyer. Xeed continues to grow and innovate, which we believe is evidenced by the company’s position in this report."
Wilco Turnhout, 6/20/2007