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
cmo-xs-promo

Latest Videos

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in