Report: The best vendors in Marketing Resource Management

The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack

The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack for marketing operational management technologies.

Marketing resource management (MRM) includes tools that help marketers plan, coordinate and track activities. Aprimo and BrandMaker were named as leaders in the report, with Allocadia, SAS, Wedia, and NewsCred as strong performers, and WorkFront, Percolate, SAP and ContentServ as Contenders.

Aprimo was recognised for its well-rounded suite with the most sophisticated DAM in the study and for its extensive list of integrations across each of the four MRM workflows, with additional integrations on its roadmap. 

The report said BrandMaker delivers a suite for marketers' needs today, with an eye on being agile. The report said the vendor takes a very pragmatic approach to MRM and understands marketers' realities of ad hoc, Excel-based marketing management and has built an intuitive, flexible platform in response in order to encourage and support more Agile methodologies.

Forrester said MRM customers should look for providers that: Deliver expertise aligned to their use cases, due to MRM's broad definition; integrate with the tools in existing martech stacks; and support broader marketing performance management initiatives.

Forrester evaluated vendors against 32 criteria, which we grouped into three high-level categories: Current offering; strategy; and market presence. It also only included vendors with MRM revenue at or exceeding $10 million with at least 100 enterprise customers using its MRM product(s), a sizable presence of B2C and B2B2C customers.

Aprimo CMO, Ed Breault, welcomed further validation of Aprimo’s efforts to help marketers better manage content and campaign experiences. 

"We’re seeing digital and marketing operations teams use agile methodologies with Aprimo to deliver the brand experience faster than ever before and optimise interdepartmental resources—money, people, brand and content,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in