scottish enterprise how marketing selected our mrm supplier robin mair marketing manager scottish...
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Scottish EnterpriseScottish Enterprise
How Marketing selected our MRM supplier
Robin Mair Marketing Manager Scottish EnterpriseRoy Dewell Project Manager Just Go For It
How to select an MRM vendor
Scottish Enterprise and MRM
1. What is Scottish Enterprise, what do we do?
2. Why is Scottish Enterprise investing in MRM?
3. How did we know we could benefit?
4. How did we go about the tender, the selection and contract?
5. How will we evaluate success?
6. Where are we now and where will we be in 12 months?
How to select an MRM vendor
How to select an MRM vendor
How to select an MRM vendor
SE is Scotland’s main economic development agency Three main strategic aims:
Growing Businesses Skills and Learning International
Funding of £500m pa from Scottish Executive
What is Scottish Enterprise, and what do we do?
How to select an MRM vendor
Where is Scottish Enterprise?Where is Scottish Enterprise?
Head Office: Glasgow 12 Local Enterprise Companies (LEC’s)
+ 50 Business Gateways 8 offices in Europe, the Middle East and Africa 4 offices in USA 8 offices in Asia
How to select an MRM vendor
How to select an MRM vendor
What is SE Marketing, what do we do?
Marketing budget £12m + pa 5 Marketing Teams 30 + people 4 main Channels:
Corporate Scottish Enterprise Growing Businesses Business Gateway Skills and Learning Careers Scotland International Scottish Development International
1,000+ Marketing activities p.a. Web, events, print, press, outdoor, TV, radio, DM, field marketing, emarketing, SMS TV AD CLIP
How to select an MRM vendor
How to select an MRM vendor
How to select an MRM vendor
To save money – ROI target within 36 months Better governance - 1,000 + “projects” but few consistent processes Devolve the work - Large geographic spread of marketing teams and
internal customers Re-use of assets - No central sharing of digital assets We can see the light! - Some suppliers have online systems Corporate ethos
SE promotes the use of e-business SE is committed to e-government
VIDEO CLIPS
Why is SE investing in an MRM system?
How to select an MRM vendor
How to select an MRM vendor
2002 - Looked at advanced agency practice 2003 - Commissioned consultancy from Connecti 2004 - Appointed project manager for business case
The business case
How did we know we could benefit?
How to select an MRM vendor
Project governance
How to select an MRM vendor
How to select an MRM vendor
Business case
How to select an MRM vendor
How to select an MRM vendor
Finding suitable Suppliers
How to select an MRM vendor
How to select an MRM vendor
Over 30 companies expressed an interest, including
How to select an MRM vendor
How to select an MRM vendor
Tender
How to select an MRM vendor
How to select an MRM vendor
Final selection
How to select an MRM vendor
How to select an MRM vendor
Contract for Pilot
How to select an MRM vendor
Awarded contract for Pilot
Agreed to be reserve Supplier
How to select an MRM vendor
Functionality scores for final 7 companies
0%
25%
50%
75%
100%
BudgetMngt
CampaignAdmin
CampaignMngt
On lineapprove
Brandguardian
How to select an MRM vendor
How to select an MRM vendor
Functionality scores for final 7 companies
0%
25%
50%
75%
100%
Adverts DAM Reports General Hosting/security
How to select an MRM vendor
How to select an MRM vendor
Companies which matched our requirements
0
1
2
3
4
5
6
7
Budgets
Campai
gn Adm
Campai
gn Mng
On line
appro
ve
Brand
Adverts
DAM
Reports
Technic
al
Hosting
How to select an MRM vendor
How to select an MRM vendor
Costs for Pilot ranged from £54k to £322k
£0
£50
£100
£150
£200
£250
£300
£350
1 2 3 4 5 6 7 8 9 10 11 12
How to select an MRM vendor
How to select an MRM vendor
Costs for 3 years running ranged from £68k to £606k
£0
£100
£200
£300
£400
£500
£600
£700
1 2 3 4 5 6 7 8 9 10 11 12
How to select an MRM vendor
How to select an MRM vendor
Current position – supplier configuring system
How to select an MRM vendor
How to select an MRM vendor
Current position – internally measuring impact
35% 12% 31% 2% 19%
Marketing Department's Summary of the Week by Major Work Categories
Campaigns / Projects Marketing material / collateral SE Internal /Admin Finance E-mails & phone-calls
Marketing Department: All Activities
440
110
150
110
030
240
1080
200
220
140060110
780
204020
600010202030
440
210
Project planning / approvalMeeting prep & adminCustomer / supplier meetings Post-meeting actionsProject reportsProject communicationTravelCRMExhibition & event supportProject evaluationDevelop briefDevelop artworkArtwork amendsGain approvalProofPrep for internal meetingsInternal meetingsFollow-up from meetingsDiary managementCompile monthly reportsFiling / photocopyingTraining & developmentProcurement & legalNon-Marketing workApprove / verify invicesRaise purchase ordersApprove / verify invoicesE-mailsPhonecalls
How to select an MRM vendor
How to select an MRM vendor
The plan
How to select an MRM vendor
How to select an MRM vendor
The complete story
Results of Pilot by mid November
Detailed measurement results by November
Improved process and practice
Roll out plan by end November
In-depth knowledge of MRM
SE as an early adopter, just as we advocate to other businesses
How to select an MRM vendor