Paragon, Connecting Marketing Resources since 1995 De marketingoperatie goed organiseren is complex en kost veel tijd. Zeker voor sterke merken waarvoor consistentie in cross channel marketing essentieel is. Wij helpen om marketingprocessen regionaal, landelijk en internationaal te stroomlijnen. Met als resultaat dat complexiteit, kosten en doorlooptijden gereduceerd worden en de kwaliteit verhoogd. Dat doen we, als bruggenbouwer tussen ICT, marketing en communicatie, met passie voor marketing en techniek. Duizenden gebruikers vertrouwen op onze software die wordt gebruikt in meer dan 40 landen. Klanten zijn o.a. Alliander, Booking.com, TNO, Opel en Achmea. Lees verder op www.paragon.eu

1. Operational Marketing Excellence
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Paragon BV 2012
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2. 5.9%
“Marketing is the least efficient process in
the business today, while at the same time
being one of the most important”
Produce & Manage:
$270 Billion
3.4%
Media & Promotion
$930 Billion
Philip Kotler & Robert Shaw
IT
Marketing
Spending as a % of Revenue
for Global 1000
“While strategy is the differentiator
for creating competitive advantage,
operational efficiency is
a prerequisite”
Accenture
Michael Porter
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Paragon BV 2012
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3. Half of the marketing operations budget is wasted
Marketing campaigns not aligned with marketing strategy
Duplicate tasks
Waist of printed material
Reinventing the wheel
Not acting upon measured data
Spending high value time on low value activities
……..
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4. Marketing Function Challenges
Leverage
resources
Customers
Products
Channels
Brand
Information
Develop
capabilities
Coordination
Analytic skills
Customer insight
Market insight
Knowledge
management
Day-to-day productivity
Focus on value add
Collaboration
Marketing must find the time to leverage CRM.
Effective CRM requires that marketing be involved in leveraging enterprise wide customer data to glean relevant insights, to work closely with sales and
customer service to leverage the derived insights, and to monitor deployed programs for ongoing refinement. More than ever, the science of marketing
demands strong analytic and strategic skills. The art of marketing increasingly involves finding creative ways to translate customer segment, value-driven
marketing strategy and relevant customer insights and preferences into actionable tactics that uniquely leverage each customer interaction. Such a vision
requires the marketing function to increase the efficiency of its day-to-day operations. At present, far too much time is spent on uncoordinated, tactical
execution of marketing programs, with little if any automation or knowledge management. There is a clear need to manage the increasing complexity of
marketing efforts, and a desire for faster speed to market and greater marketing efficiency and effectiveness.
Adoption of marketing resource management (MRM) applications will help marketing automate time-consuming planning and program
management, allowing for a greater focus on high-value activities such as customer analytics, segmentation and collaboration with other
functions and partners to orchestrate customer interactions.
woensdag 4 juli 2012
(c) Paragon 2011
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5. Evolution of the marketing function
Coordination
Develop capabilities
Leverage resources
Fragmented,
uncoordinated
efforts
Coordinated
marketing resource
management
Execution automation; attention
on value-add analysis and fine
tuning
Product focus
lacking insight
or collaboration
Focus on value
of customer with
metrics & analytics
Customer value focus;
real-time, interaction
management
Lacking skills;
more than 50% waste or
misallocation
Some customervalue-based
resource allocation
Customer value-based strategic
Asset portfolio management
Evolution of the marketing function requires overcoming significant obstacles.
As markets have become ever more fragmented, the marketing function has become increasingly consumed with its day-to-day operations, leaving little time
to rethink its strategies and tactics. Marketing must transform its own function if it is to add value to the process of customer-centric transformation of the
overall enterprise.
The marketing function must leverage technology to enable higher levels of productivity and enhance the enterprise’s ability to derive and leverage
customer insights.
As important, marketing must find the time to enhance the efficiency of day-to-day marketing activities, decreasing logistic costs and time needed to bring
ideas to market, as well as shifting time from lesser-value tasks to higher-value activities such as research and analysis, strategic planning and collaboration
with internal and external partners.
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6. How to evolve?
Integrated Automation
Companies can not run 50 campaigns simultaneously in an efficient way by using email and Excel
• Sales uses CRM
Customer Relationship Management
• Marketing uses….. MRM
Marketing Resource Management
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7. What is Marketing Resource Management (MRM)?
Plan and
Budget
There are multiple definitions of Marketing
Resource Management in the market today.
$
Create and
Develop
‘An integrated solution to
orchestrate and optimize the use of
internal and external marketing
resources.’
$
Measure and
Report
Definition by Gartner:
Collect
and Manage
Fulfill and
Distribute
MRM focus…
Process re-engineering and automation of
marketing operations to facilitate optimal use of
marketing resources
• MRM is visibility and coordination of companywide marketing operations.
• MRM applications serve as an integrated solution to support key marketing processes in a single interface.
• MRM enables a wide variety of marketing users to collaborate on different projects, manage project timelines and associated
finances.
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8. Plan & Budget
MRM Platform: 14 modules
Budgeting
Planning
Designed & created by Paragon
Campaign & Project Management
Workflow & Approval
Create & Develop
Measure & Report
Collect & Manage
Guidelines
Document Editor
Template Designer
Digital Asset
Management
Reporting & Dashboards
Fulfil & Distribute
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Shop & Stock Control
Direct Marketing Campaigns
Advertising & Media
E-mail Marketing Campaigns
Paragon BV 2012
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9. MarketingOne Solution Examples
Media Library (Digital Asset Management)
Campaign & Project Management
Brand Portal
Web 2 Print
Local Marketing / franchise
Virtual Media office
Our solutions are based on:
‘best practices’ in real life marketing operations
The modules you need for your current needs
MarketingOne is delivered as SaaS or ‘on premises’
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10. Case examples
Country: The Netherlands
Solution: Marketing Portal/
DAM, MRM, Campaign
Management
Main purpose: Managing
marketing assets and campaigns
System users : 600+
Countries: Netherlands, Belgium,
Luxemburg
Solution: (Local) Marketing
Portal, MRM
Main purpose: Advertising, Point
of Sales, personalize and order,
virtual media office, budget
control for headquarters
System users : 500+
Country: The Netherlands
Solution: Brand Portal, MRM
Main purpose: Manage CI and
self service for personalizing,
production and ordering of
marketing materials
System users : 4000+
Countries: Offices in America,
Europe, Asia and the Middle East
Solution: Brand Portal, MRM
Main purpose: Manage CI, self
service for personalizing marketing
materials and order other office
print work
System users : 50+
Countries: Offices worldwide
Solution: Campaign management,
and approval system.
Main Purpose: Manage campaigns
worldwide, approve materials
System users : 150+
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11. About Paragon
Established in 1995
Offices in Deventer (Nederland, HQ) en Chennai (India)
More than 50 employees
Core business, developing software for:
Marketing Management
Brand Management
MRM
4-7-2012
Paragon BV 2012
Paragon BV
Mr. H. F. de Boerlaan 26
7417 DA Deventer
+31 570 665700
info@paragon.eu
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