"Efficiency has no deadline", a client of us stated. His MRM project never ended up in the top ranks of the marketing priority list.

What was missing for his project was a "compelling event", while the next campaign did have a deadline and did drive potential sales on the short term.

He was trapped. Or was the company trapped? Take a look at the following case study and judge for yourself.

An international hardware and software provider worked with a product life cycle of 6 months. It took the marketing department another 5 months, after the product launch, to create, produce and distribute all of the marketing collateral to the retailers in the EMEA region, leaving exactly one month for effective communication. After a process redesign program the client managed to reduce the time-to-market from 5 months to 1 month and regained competitive advantage.

How is that for driving results by improving efficiency? Some call this the Return on Opportunity (RoO): marketing creating the opportunity to drive sales, gain market share, etc.

Think again, and rank MRM high on your priority list. Now.