This week (and for the next few weeks), we are going outside censhare and publishing extended interviews with some of our guest speakers from ecosphere days 2017 .
In this episode, I was delighted to sit down with former colleague and industry chum, Rusty Warner, who is now a Principal Analyst at Forrester Research where he focuses on enterprise marketing technologies.
During the interview, Rusty was generous enough to share some of the research he is working on right now. We dig into Marketing Resource Management (MRM), its relevance for marketers today and his definition of what capabilities organizations need to consider when implementing an MRM solution.
It’s an interesting and challenging topic for many organizations, as it’s a platform that sits across many traditional organizational and system silos, touching many parts of a business. To mitigate that, Rusty also shares a few snippets of advice, if you are considering such a solution, to ensure adoption and future project success.
I really enjoyed our conversation - as a marketer his advice is always welcome! If you are a Forrester client, it’s well worth taking a look at some of Rusty’s research - or you can follow him on Twitter @rustywarner .