July 9, 2025
by Devyani Mehta / July 9, 2025
Software is eating the world – and with that comes a lot of data.
In our interconnected world, it’s easier than ever to access hyperpersonal data about your customers, potential leads, and your target audience. Nowadays, telling someone you’re a data-driven marketer seems redundant. All marketers should be beholden to the data at their fingertips. It’s no longer a question of whether consumer data drives conversions; it’s the question of how best to use that information.
The competitive advantage of having unique marketing data has transformed the marketing operations space. It’s become essential to have a system for tracking, maintaining, reporting, and managing marketing information.
Many companies use marketing resource management software (MRM) as a key component of a marketing operations strategy. It can help to organize information, build plans, collect and share assets, and publish campaigns.
Marketing information management (MIM) is the process marketing operations teams use to collect, organize, store, and analyze data, ranging from internal performance metrics to competitive intelligence and market research. This system helps marketers centralize insights from campaigns, sales figures, and customer behavior to make more data-driven decisions.
According to G2's Grid® Report for marketing resource management, tools like Asana, Wrike, and monday.com consistently rank high for usability, integrations, and reporting capabilities, 3 of the most critical factors for marketing teams managing complex data operations.
Marketing information management ensures you have the correct information about your customers. Marketing operations teams understand the importance of clean, organized data that is easy to understand, and they often use marketing information management to do this.
87% of marketers believe that data is the most underutilized asset in their companies. The perks of knowing those key details about prospects and customers can make or break deals. They can also mean the difference between another lousy low-level contract renewal and an upsell. Marketing data is so valuable that it’s created its cottage industry of businesses, and business is booming. This is why building concrete processes for acquiring and handling user data is important.
Marketing information management can give you incredible insights. Not only that, it can help your marketing team build a more cohesive strategy and enable easier decision-making. By managing your marketing resources correctly, less time can be spent on collecting information, and more time can be spent using it.
Some people find it easier to understand marketing information management through real-world scenarios. Here's just one example of marketing information management.
Example: The Head of Growth Marketing at your company is planning to run a targeted email campaign to high-profile CMOs in your industry with a goal of hitting a fifty-percent open rate. They decide to use the information in the marketing information management system to find which CMOs interact most with the company newsletter and social media posts. Using this information, a list of the most engaged users is created, and the strategy goes from there.
Marketing information management is not limited to your marketing team. Everyone in your organization can use the data collected and organized by your marketing operations team. These insights provide deep analysis of your ideal customer and, when used correctly, can help get your entire organization moving forward in the same direction.
Marketing is everyone's job. It’s the job of the marketing team to provide other teams with the information they need to make smarter decisions. It also allows you to build a unified message that your organization as a whole can get behind.
Most companies use marketing information systems to track three things: internal data, competitor insights, and market research. Each of these information systems breaks down into more detailed subsections. For now, let’s review each of these and what data your marketing team might be tracking in each.
Internal company data includes any data that is accessible only to those who work within an organization. These are your internal insights that highlight company capabilities, product success, and more.
Think of your internal company data as the foundation to build your marketing strategy on top of. Without a solid foundation, third-party data or marketing research doesn’t pack the same punch. It’s important to understand your own data first before you can add anything else to the mix.
Marketing information management is great for internal data because it allows anyone in your company to access information. For example, instead of hunting around for pricing information, a sales rep could easily find and access this information on their own with the help of a marketing information system. This saves everyone time and allows everyone in your company to work more autonomously.
Competitor insight data includes any data collected from third-party sources, such as trade journals, industry associations, or buyer intent data. While your internal marketing data gives you a snapshot of your product as it stands alone, competitor insight data helps you understand how your product ranks against the competition.
Marketing information management systems allow this third-party data to be collected and analyzed alongside your own internal data. This centralized information hub gives you a deeper insight into how all the information about your marketing efforts works together.
Market research includes any method used to understand your company’s target market better. The primary difference between market research and competitor insights is that market research focuses on how your team can create better products and experiences for your customers based solely on their experience with your company.
Marketing research is also most often conducted by your own company, which is another key difference between market research and competitor analysis. While this research can be conducted using the help of outside vendors, your
The combined information from all three of these data collection methods will allow your company to make strategic decisions. Marketing information management is designed to collect, sort, and categorize this data in a way that anyone can understand and use.
Artificial intelligence has transformed the way marketing teams collect, interpret, and act on data. What once required manual spreadsheets and weekly check-ins is now accelerated by machine learning, natural language processing, and predictive analytics — all embedded within modern MIM systems.
Today’s leading marketing resource management platforms use AI to clean messy data, surface trends, and even make proactive recommendations. These tools can automatically categorize campaign results, flag anomalies in real-time, and identify patterns your team might miss. It’s like giving your marketers a data scientist sidekick, one that works 24/7.
Generative AI also plays a key role. Instead of sifting through dashboards or CSV files, marketers can ask their MIM system natural language questions like “Which campaigns performed best among mid-market leads last quarter?” or “Why did open rates drop in Q2?” The AI responds with insights and often suggests actions.
This evolution doesn’t just save time; it leads to better outcomes. Imagine your MIM system automatically detecting a drop in engagement among enterprise buyers and recommending new messaging based on what’s worked historically. Or flagging social posts that outperform email among a specific segment. That’s not just analytics, it’s intelligent decision support.
By embedding AI into their data workflows, marketing teams move from reactive to proactive. Less time is spent gathering information, and more time is spent using it.
If you’ve never built a marketing information system before, knowing the exact data points you should be tracking can be tricky. Let’s dive even deeper into the data and discuss what exact data collection will be helpful for your business. As always, the list provided below is just an example of what you might want to track. Ultimately, the decisions about what data pushes the needle for your business are entirely up to you.
There will always be extra data points depending on your business or industry that were not included in the list above. That’s why it’s always important to conduct your own research and decide which mix of marketing data needs to be included in your marketing information management strategy.
One of the many benefits of marketing information management is the ability to create reports with laser-focused insights. Many marketing information management systems allow you to run reports, but what reports should be created? Marketing reports are designed to make the data easy to understand for those who don’t work with it every day.
The key to world-class marketing reports lies in the ability to generate these reports on a consistent basis with the same information every time. Consistent, repeatable processes for building your reports will give you the best
The more time you spend tailoring your reports to your business, the more valuable your insights will be. Basic reporting is a great way to dip your toes in the data end of the marketing swimming pool, but at some point, you’ll want to dive in headfirst. Most marketing information management systems allow customizable reporting options, which makes them perfect for this.
It’s not enough to buy some software and connect it to all of your existing SaaS tools. A defined marketing data strategy will help you outshine your competitors. It takes just five easy steps to begin building your marketing information management strategy.
Depending on the KPIs your team is tracking, your marketing information system can perform various functions. Establishing clear goals with your team at the beginning can help save a lot of time and confusion later down the road.
The best way to get answers to these questions and more is to sit down with your organization's leaders to discuss. Some companies choose to keep these decisions internal to the marketing team. However, if your organization is small enough to include all your senior leadership, consider inviting them into the conversation.
Now that you understand the goals, it’s much easier to choose what data will help you reach them. Think of your planning strategy as you choose which hiking trail you want to climb, and your data selection process as deciding which tools to pack in your backpack. You can only take what you planned on packing on your hike, and data is the same way.
Remember, data is divided into three categories: internal data, competitor insights, and market research. During this process, you should consider several data sources.
Reporting also requires data to be selected before reports are run, so be sure to include anything you think your team will need. It’s possible to add new data to your marketing information system at any point, but in many cases, that data can’t be pulled for historical reports that have already run. For consistency's sake, it’s always best to include any data that is relevant to your organization.
Once you’ve chosen your tool, it’s time to get everyone up to speed. Whether it’s your first time using a marketing information system or you’re just switching to a new one, there are steps you should take to ensure everyone understands the new system.
If you use an internal communication tool, it might also benefit you to have important information located there. This allows anyone with questions to easily search for answers on their own without having to bother your team for information.
Unfortunately, some steps cannot be taken until your tool is live and ready to use. This often includes migrating your data and connecting your existing SaaS products to your new marketing information management system, which is tedious and time-consuming.
Don’t rush your software migration. Speeding through this step can lead to mistakes that will impact the quality and accuracy of your data. Take the time to make sure everything is feeding into the new system correctly, and run a few test reports to ensure the system's accuracy.
You should also take the time to train anyone who will be using this system daily on how it operates. Many companies offer training materials along with your subscription. Take advantage of any training documents, videos, or information provided to you and give your team adequate time to absorb the information.
From there, the only thing left to do is utilize your new system and track the success. Check in after six months and see where things stand.
Most software contracts run annually, so a six-month check-in with your current system is ideal because it lets you decide if it’s time to buy new software. It also puts you in a position to negotiate a better deal with your current software provider. Either way, doing a check-in a few months before your contract renewal is set to happen is the best-case scenario.
There are countless benefits to having clean and accessible data. With the power of user data, it’s easier than ever to build marketing strategies that drive leads and revenue. The idea behind all of this is to make data easier to understand so that your team can create more informed decisions. Here are just a few of the benefits of building a marketing information system:
Collecting and managing all of your marketing data in one place allows you to have a singular picture of your customers. Customers take many paths and explore different options before choosing your product. Many teams choose to track marketing touchpoints with an attribution model to get a clearer picture of what the buyer’s journey looks like for their product.
Of course, this attribution data is only one piece of the puzzle. Marketing information management allows you to use that data alongside data from other sources to get a holistic picture of your customer. All of this information together paints the full picture, and having a central data system makes it easier to access all the data your team needs.
Marketing research comprises competitor insights, consumer behavior, economic projections, and marketing trends. This trio of information provides marketers with insights designed to help them stand out among competitors. Marketing information management helps you make the most of this information by organizing and centralizing all of your data. This allows the information to be made available to whoever in your company might need it.
Market research allows companies to have a clear picture of the digital marketing ecosystem around their business. But that information is only valuable if it’s easy to access and understand. That’s why marketing information management is so important for your business.
As mentioned before, many teams can benefit from marketing data. Once you’ve provided these teams with easy access to the data, it can transform outcomes.
Marketing information management can help improve your business’s bottom line by providing data-driven insights into your marketing strategy. Improved data and insights can benefit everything from social media strategies to email marketing. This will help your team optimize both your product and your marketing.
Not only that, but this data provides you with a glimpse into which marketing strategies don’t drive revenue. Use this information to inform decisions about your marketing budget. Better data means better insights, which leads to smarter spending and an overall focused marketing strategy.
Data is one of the most valuable and regulated tools marketers have at their disposal. If you’re going to collect data from users, you must focus on compliance.
Companies that mismanage user data have more to worry about than financial setbacks. Customer trust and brand reputation also suffer massively after a data breach. Marketing resource management systems allow companies to collect data safely. In fact, G2 reviewers frequently highlight attribution accuracy and ease of ROI tracking as major benefits of these tools.
As with any marketing process, there are pitfalls you should be careful about. Data is only as valuable as the team handling it. The increase in global data compliance laws is also making it harder to build a marketing information management strategy. Here are a few of the common mistakes you should watch for.
No matter how sophisticated your marketing information management system claims to be, data leaks and cyberattacks are always a risk. Data is valuable, and there will always be the chance that someone thinks your data is worth stealing. Many companies choose to employ other data security measures, such as third-party authentication, cybersecurity training, and more. Never take a backseat approach to data security, or it could cost you.
Unfortunately, some teams may not have the budget to make a large software purchase immediately. If that’s the case for your business, start by building a case for your decision-maker about why marketing information management software is crucial for your business. Meet with other leaders and explain to them how this purchase can help them drive results. A decision-maker is more likely to agree to purchase the software if multiple teams benefit from it.
Behind every high-powered piece of technology is a human running the operating system. The element of human error is something you always need to consider when dealing with data. One easy way to track human error is to pay close attention to your data. Look for any data points that seem wildly inaccurate or outside your projections. These can often be indicators that a human error skewed the data. Staying vigilant about tracking data trends makes it very easy to spot problems the moment they happen.
Building a MIM system is one thing. Operationalizing it at scale across teams and tools is another. Whether you’re launching a new MIM strategy or optimizing an existing one, following a clear set of best practices can help you extract more value from your data.
CRMs manage customer relationships and track individual interactions. MIM systems, on the other hand, aggregate and analyze broader sets of marketing data, from campaign performance to market research, to guide strategic decisions beyond just the sales funnel.
Marketing teams are the primary users, but product, sales, customer success, and executive leadership also rely on MIM insights to inform roadmaps, improve customer experiences, and assess business performance.
Reports can range from time-series forecasts and customer segmentation to campaign attribution and SWOT analyses. Many systems allow for dashboard visualizations and scheduled report delivery for cross-functional teams.
Start by defining goals, selecting key data sources, choosing a platform, and training cross-functional teams. Implementation also includes establishing governance, integrating tools, and running test reports to ensure data accuracy.
Most organizations benefit from monthly or quarterly data hygiene checks. The more frequently you run campaigns or change data sources, the more often you should audit for accuracy, completeness, and compliance.
Helping your organization understand the importance of a good marketing information system can be tricky. Data isn’t flashy like brand assets or snappy like a social copy. But it’s a valuable cornerstone of your marketing strategy. Take the time to understand your data and focus on what's important. This will provide more valuable and concrete insights than you could’ve dreamed possible.
Learn which marketing objectives are the most popular among marketers and how your data can work with them.
This article was originally published in 2019. It has been updated with new information and examples.
Devyani Mehta is a content marketing specialist at G2. She has worked with several SaaS startups in India, which has helped her gain diverse industry experience. At G2, she shares her insights on complex cybersecurity concepts like web application firewalls, RASP, and SSPM. Outside work, she enjoys traveling, cafe hopping, and volunteering in the education sector. Connect with her on LinkedIn.
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