LONDON (Nov. 18, 2003) - Over 30 senior European marketers from 20 leading financial services organizations, including the top 5, convened at a roundtable on October 29
in London to discuss best practices in the enhancement of marketing performance. Among the presenting companies at the meeting, which was sponsored by Aprimo,
Incorporated, were John Radcliffe, vice president and research director of Gartner, Inc., and the senior vice president of marketing operations for one of the world's largest
financial institutions.
Attendees were told by Gartner that 80 percent of Global 1000 enterprises will be unable to measure their own marketing effectiveness in the next two years, a startling
statistic that reinforces the growing need for software solutions, such as those pioneered by Aprimo. These applications help companies streamline their marketing work,
reduce administrative tasks and focus on "execution excellence" as an indicator of overall marketing performance.
Showcased at the meetings were several Aprimo products that help companies improve their bottom line. Aprimo products decrease product time-to-market, streamline
work, maximize asset deployment and improve personnel and financial alignment. The resulting process and financial visibility allows managers to make better decisions
and to proactively manage their significant discretionary investments.
"This conference was a productive eye-opener for its many participants," said Kevin Leslie, Aprimo's international senior vice president. "There were
discussions and solutions to benefit every attendee, whether they were senior executives at large corporations or marketing leaders for a single line of business. We were
especially pleased to hear Aprimo's products, approach and case studies validated by Gartner, the world's most influential technology analyst firm, as well as one of the
world's largest and most-respected financial service organizations."
Highlights of the presentations include the following:
Gartner's observations of marketing resource management (MRM)
MRM is a rapidly emerging market with proven benefits.
Gartner anticipates that cumulative MRM application software deployments within Global 1000 enterprises will reach 1,600 in the year 2007, compared to 200 that were
deployed in the year 2000.
The key benefits of MRM include improvements in productivity, faster time to market and more effective use of resources.
MRM allows senior executives to ensure that marketing activities and spending support organizational goals and to look at budget forecast, committed amounts and actual
spending.
The bank's discussion of its engagement with Aprimo
Implementation of Aprimo reduced communications brief approval time by 32 percent, consolidated research vendors from 20 to four, reduced point of sale program cost by
16 percent and eliminated four expense tracking systems/processes.
The bank utilized Aprimo to connect over 1,600 employees at all levels to the corporate goals and objectives, to provide structure for consistent process and to make
strategic and tactical decisions.
The bank has increased its financial visibility with over 20 automated reports that provide the management data the drives all marketing financial decisions in the bank.
About Aprimo
Aprimo, Incorporated develops and markets software that helps marketers manage the business of marketing. Aprimo Marketing is a suite of Web-based software products
designed to enhance and work seamlessly with existing ERP and CRM systems. Aprimo's products enable marketing teams to achieve excellence in execution, gain
managerial visibility across the global marketing organization, and create more demand for products and services. Aprimo is delivering value to many industry-leading
companies, including Large global, North American-based bank, Alticor, Hewlett-Packard, Delta Faucet, Ernst & Young, Merrill Lynch and Pfizer. Aprimo is
headquartered in Indianapolis, and has offices throughout North America and in London. Visit www.aprimo.com for more information.
Aprimo is a registered trademark of Aprimo, Incorporated. All other trademarks and registered trademarks are the properties of their respective owners.
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