By Tom Ratkovich Published May 3, 2016
A cornerstone of LEAP’s compelling approach to data-driven marketing optimization is the somewhat nebulous concept of Shared Resource Management (SRM). So how does LEAP define this concept and, more importantly, how does it benefit the company’s client partners?
As applied by LEAP, SRM is simply the practice of sharing costs across a coalition of companies with (1) parallel business opportunities and constraints, and (2) common resourcing and asset requirements to address those opportunities. For LEAP’s coalition partners, these requirements certainly include a sophisticated marketing technology infrastructure to enable data integration, analytics and modeling, campaign design and automation, reporting and more.
However, the more costly and volatile component of the resourcing equation is typically the expertise and experience to effectively leverage the immense functionality of the technology in satisfying the business objectives. Unlike software and related infrastructure, professional know-how is a finite resource – one subject to competitive bidding, human fragilities and many other uncertainties that simply cannot be remedied by creating backup copies. Not to mention the fact that quality people are expensive and burdensome to find.
So two persuasive benefits of Shared Resource Management should be clearly in focus:
But there are other advantages of an SRM-driven approach to marketing automation:
Needless to say, the benefits of Shared Resource Management are extensive and enormous. Cooperation and consolidation deliver efficiencies and effectiveness to an industry desperately in need of transformative solutions.