The significance of ERP systems in the transformation of Marketing

By Mahmoud Banna

June 19, 2017 |
The significance of ERP systems in the transformation of Marketing

Marketing has always been lacking behind in operations when it comes to ERP systems. It was greatly difficult to standardize and continuously customize according to the market needs and not the company needs only. Marketers failed to utilize the ERP systems for their own favor. But this is no longer the case. Marketers are spending much more on marketing to integrate it with the latest technological advancements.


In this paper, we would be pointing out the best ways to make use of the ERP systems in order to enhance the marketing performance. The key features of a strong ERP system are the amount, type, and accuracy of data. If the marketing department is not able to extract the data properly then it is missing the metrics that can assist them in acquiring customers and boosting sales. That is why the company should involve the CMO along with the other marketing staff in the early stages of the system from the selection process of the ERP system, its implementation and its benefits or adds to make them aware enough of the type, amount and accuracy of the data to make the best use of it.


With the emergence of the web, tracking the behaviors of the customers became much more simple. This provides the savvy marketers with an opportunity to trace the attitude of the customers during their engagement with the company through computers, mobiles and even in person to be able to analyze the process through the marketing techniques that lead to the sales. The days where the marketing department concentrates with one or two key customers to target rather than being attentive to the new possible ones are no longer there with the emergence of ERP systems. Ideally, the data would not longer be trapped in the marketing department but rather shared and input in the ERP system to ease the procedure of tailoring the products of the company according to the market needs. In addition, lowering the presence of any risks or inefficiency due to the accuracy of data. Companies that are not dynamic are expected to die very soon as they will not able to meet the needs that their customers demand.


ERP systems if properly implemented they are expected to give the company a competitive edge through differentiation that is presented in increased efficiency and providing better services for the customers. The system should be deployed to extract metrics that have a direct and positive impact on the consumer’s bottom line (e.g. cost of production, customers service response times, etc.) to be made use of. The CMO is the person who should decide on the metrics to be extracted and to be constantly reviewing whether these metrics were useful in meeting customer needs or not.


To conclude, the old fashioned schools of marketing where all the tasks are carried out manually will convert to the brand new schools that are more automated and technology based, thus much more efficient either in time, effort or data accuracy.