March 12, 2012

My Top 5 Practices To Be An Awesome MRM Administrator

Having worked in many different organizations and departments over the past few years, I was able gain insight into the support needs of many clients and the headaches/frustrations associated with many corporate support models. I noticed the disconnect between clients and their supporters and honestly, it’s because IT is from Mars and Marketing is from Venus. I’ve created a list of my top 5 practices that have helped me throughout my career as an MRM application administrator.

Let’s start at number 5 shall we…

5. I’m going to be Captain Obvious but this still holds true: KNOW the MRM application you support like the back of your hand!

It’s surprising to work on many projects within organizations and after working closely with the in-house support staff; finding out their knowledge of the supported app is completely opposite of what many perceived. In layman’s terms, there are a lot of lackluster staffers out there that give poor support; don’t be one of them. As the MRM administrator, you need to be able to help with application issues on the fly with minimal research at the time of need. Marketing is all about speed to market, so an MRM administrator who knows their stuff is a highly valuable asset.

4.   Understand your organizations IT and Business processes:

If you were to visit another planet, how better to get along with the natives than to learn their language and culture? One of the factors that cause friction between IT and Business is the perceived conflict pertaining to their operational processes. As the MRM Administrator, you are the ambassador for both! You will be able to resolve tech requests like: outage, updates, upgrades, implementations; all of this without blowing a head gasket since you would know how the support structure works on both sides. You can even facilitate meetings where both can have friendly conversations in regards to the overall scope of any joint IT/Business company project.

3.   Establish strong working relationships with IT movers:

Sometimes even knowing and abiding by set processes can still be painfully slow when it comes to issue resolution.Luckily, there will always be people in IT organizations that are in the know about shortcuts or have the muscle to bypass processes altogether. Work your charm and get to know these people and you could even learn a couple things or two! Your Business partners will appreciate your ability to get things done quickly thanks to these rock stars.

2.   Create documented support processes:

What better way to help your business clients but to help them help themselves? From experience, there are application nuances that new users will always ask about like how to get access to the application, how to log in, how to personalize what they see, how to create a marketing object, etc. Creating FAQ documentation is extremely helpful with application adoption. Business clients like to have answers in the palm of their hands instead of having to look around for help so document support processes as much as possible and share applicable information (we’re not talking detailed schematics) with them. In addition, documented support processes act as the vehicle for knowledge sharing with colleagues just in case you win the lottery.

1.   KNOW YOUR CLIENT and their NEEDS:

I rank this as Number 1 because it’s by your clients standards you will be ranked as lackluster or a “rock-star”. Different clients have different needs and therefore, different timeframes for getting resolutions for their issues i.e. their SLA’s. You must understand these to the T. You should understand the purpose of your clients organization and what critical success factors drive them. You need this information to set expectations that are agreeable to both you and your client so that there is an understanding on how/why things get done in X amount of time.


No matter the planet, be it Mars or Venus, An MRM administrator fills many roles in an organization from teacher to ambassador to miracle maker and these are simple tips that will help in bringing you closer to your client/customer. What separates awesome from mediocre is the ability to provide support without the unnecessary junk that seems to lurk around every corner. Ultimately, your purpose is towards the betterment of the parent company by ensuring that pieces in the marketing puzzle are working smoothly and properly.

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