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.

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