Aprimo Marketing Productivity


Aprimo offers a performance driven marketing operation technology designed to help marketers govern and grow their brand.

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Aprimo Marketing Productivity review by Genevieve M.
Genevieve M.
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"Project Manager"

What do you like best?

Can connect projects together under same campaign, this helps when you have multiple tactics requested for the same campaign. Requester review and feedback in contained in the system, this allows for everyone working on the project to review the same information. Feedback doesn't get lost in your email. The workflow and customization options make it easier to update per tactic type. Tasks are easy to schedule and clear due dates are visible to everyone.

What do you dislike?

The system is very complex and has many layers. Customization is limited, but that's expected. I worked for a large retailer (200+ stores) and this program was more than what we needed. We had to have a dedicated IT specialist assigned to this program as it's very robust. The reporting is limited and not easy to create a custom report (in my experience). Would like a more generic overview of project status that is in one screen to see what is one time, late, etc.

Recommendations to others considering the product

Make sure you have the appropriate IT support that can be dedicated to managing the multi-facited program. Have a number of "super users" that are intimately knowledgable about the system that can help appropriately train new employees.

What business problems are you solving with the product? What benefits have you realized?

We used this to help move creative work through a large marketing structure (200 + in marketing department). This system helped us keep all campaign details and creative in an organized and streamlined process. It created transparency in feedback and what was requested. This also helped us gage workload per creative designer to better distribute work. The benefits of these was to be more proactive in identifying projects that are at risk of being late and keeping project scope in check

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