Chief Marketing Officers are challenged with a fundamental change in the environment in which they do business and are facing a new kind of customer: Today's customers are socially networked, well informed, and empowered by the ability to interact directly with peers not tied to any particular profile, channel, or time zone.

To reach these customers, marketing organizations need to approach customer relationship management (CRM) in a dramatically different way that ensures brand sustainability and growth and drives customer loyalty while maximizing marketing return on investment (MROI).

OpenText Digital Asset Management for SAP Solutions enables effective global marketing by allowing the entire organization to share and repurpose assets, while complementing marketing resource management (MRM) systems to streamline overall marketing operations. Together, Digital Asset Management and MRM provide the tools necessary to manage costs and increase the effectiveness and performance of marketing programs.