20.10.2019

Announcing Forrester’s Inaugural MRM Evaluation

CMOs, it’s time to disrupt your team

Shift your marketing mindset to drive customer obsession.

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We are delighted to announce The Forrester Wave™: Marketing Resource Management, Q3 2018. Our 35-criteria evaluation includes the eight most significant MRM vendors – Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront.

Forrester defines marketing resource management as: Enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content production, asset management, brand compliance, and marketing fulfillment.

MRM is not a new space, but marketers need to take a fresh look at available solutions. Today’s tools provide agile alternatives to traditional, monolithic platforms. Rethink Your Approach To MRM explains why you should discard rigid systems in favor of insights-driven capabilities that empower marketers and foster collaboration.

Our Vendor Landscape: Marketing Resource Management provides a comprehensive list of MRM vendors. More importantly, it describes how various providers address core marketing workstreams – money, people, content, and brand. The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018 further outlines MRM investment strategies and business value rationale.

MRM is enjoying a renaissance because of new, innovative approaches. Agile workflows, closed-loop optimization, and AI-informed processes are transforming marketing operations. To learn more about these advancements, check out The Forrester Wave™: Marketing Resource Management, Q3 2018.

We recommend that you look beyond the Forrester Wave™ graphic and:

  • Download the associated Excel sheet.
  • Review the detailed evaluation criteria.
  • Adapt the criteria weightings to fit your needs.

Look for our upcoming report in which we’ll take a deep dive into the customer reference data we collected during this evaluation.

If you have questions, feel free to set up an inquiry.

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