Resource management

Forrester Analyzes the Leaders and Challengers in the Marketing Resource Management Vendor Space

Forrester released its latest marketing resource management (MRM) wave, highlighting nine vendors in its leadership, performer, competitor and challenger ranks.

Topping Q3 2022’s list as a leader is Aprimo and its Aprimo Productivity Management, Plan & Spend, Digital Asset Management and Distributed Marketing offerings. Forrester rated Aprimo as a comprehensive, end-to-end MRM tool covering people, money, and content management with an extensive partner network, transparent pricing model, and modular architecture. Cons included a less clear execution roadmap and some challenges with the user interface.

BrandMaker, Optimizely, Adobe, and Marmind are listed in the “excellent performers” category. Forrester noted that the BrandMaker acquisitions gave the vendor a strong MRM offering with rich functionality – once fully integrated. Optimizely, meanwhile, was highlighted for its people and content management capabilities and superior product innovation track record. However, shortcomings in its money and marketing performance management tools prevented the bid from advancing to the leadership level.

Adobe Workfront also offered some great features that would stand out from the top vendors in the MRM space, provided they were plugged into Adobe’s broader stack. Marmind’s ability to close the loop from planning to performance has also led to its higher position in the vendor ranks, but Forrester has warned potential buyers about its less-than-optimal human resources and content capabilities. .

Competitors for the Forrester MRM Wave included SAS 360 Plan and IntelligenceBank. SAS was noted as a strong MRM but dependent on the wider SAS ecosystem. IntelligenceBank was highlighted as excelling in content production and in regulated industries and government, but lacking in some of the support services needed to go downstream as well as money and people management tools.

HCL Software and Lytho complete the Forrester MRM list as challenger vendors.

Two years after its last look at the MRM space, Forrester report authors Jessica Liu and Katie Linford said MRM is becoming a “marketing coordination and return on investment powerhouse.”

“To position marketing as a business driver and be proactive in the face of changing market conditions, marketers must incorporate stronger end-to-end planning and coordination. It starts with connecting financial planning to marketing performance – a capability that MRM tools have always struggled with,” the report authors said.

“Previously, MRM vendors struggled to fill this gap with basic financial planning capabilities or integrations with external fund management tools. Since our 2020 assessmentvendors have responded to marketers’ demands for better linked planning and performance with a wave of mergers and acquisitions and exclusive partnerships to make MRM the foundation of all marketing operations.

This list includes BrandMaker’s acquisition of Allocadia and Hive9, Optimizely’s decision to integrate Welcome into its offering, and Adobe Workfront’s partnership with Anaplan.

The Forrester MRM Wave analyzed platforms on 33 criteria across current offering, strategy, and market presence. These included native capabilities in at least two of the three key MRM segments (money management, people management, content management) and at least 100 customers, 35% or more in the enterprise customer level.

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