(Recently I had the opportunity to write a guest post for the blog published by ADAM Software. ADAM is a provider of marketing execution software that encompasses digital asset management, product information management, catalog automation, and marketing asset management/web-to-print. This article is a republication of my guest post.)
Managing marketing operations is now an essential core competency for larger business enterprises. Today’s marketing environment is more complex than ever, and marketers remain under constant pressure to achieve more results with the same or fewer resources. After focusing initially on improving the effectiveness of individual campaigns and programs, marketing leaders are now turning their attention to increasing the efficiency and productivity of marketing operations.