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[FREE] Forrester's Marketing Resource Management Vendor Landscape - Aprimo

[FREE] Forrester's Marketing Resource Management Vendor Landscape - Aprimo | The MarTech Digest | Scoop.it
Independent research firm recognizes Aprimo for its Marketing Resource Management offering.
CYDigital/marteq.io's insight:

Quick reg form and it's yours, compliments of Aprimo.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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MRM is Dead. Long Live MRM - Gartner

MRM is Dead. Long Live MRM - Gartner | The MarTech Digest | Scoop.it
As I’ve discussed before, the modern marketing machine now turns on two speeds: if speed one is the campaign rhythm, speed two is continuous. Speed two is personal and personalized, sense and respond. Speed two activities can’t be anticipated or planned weeks and months in advance.

Most MRM products were designed to a serve a speed-one marketing cadence where campaigns are the primary denomination of marketing planning and output—long-lead campaigns with bounded time frames and bounded scope and, perhaps most importantly, well understood requirements that allow for rigorous planning well in advance. In the methodologists’ parlance, more waterfall than agile.

The reality is that many MRM systems have become woefully out of phase with these two-speed realities. They also, it must be said, have a bit of a reputation as rigid, cumbersome and bureaucratic. Marketers may use these tools as a condition of employment—and sometimes with some degree of fear and loathing—but hardly as an expression of free will.


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CYDigital/marteq.io's insight:

MRM is anti-agile, but there's a definite need for an agile MRM. Where does this exist?

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How Do Marketing Automation and MRM Interact? | SiriusDecisions Blog | #TheMarketingTechAlert

How Do Marketing Automation and MRM Interact? | SiriusDecisions Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Four key points of integration between marketing automation platforms (MAP) and marketing resource management solutions (MRM).


Advanced/ Digest...


A minority of b-to-b marketing organizations that use a marketing automation platform (MAP) also have a marketing resource management (MRM) solution (according to a 2011 SiriusDecisons survey). Here are four key points of integration between these platforms:

  • Budgeting. The MRM is often used to manage the budgets and costs associated with each marketing automation program tactic, since MRMs can distribute budget across multiple campaigns, programs, activities and quarters, can reallocate unused funds and can tie back into company financial systems.
  • Project management. If the entire marketing organization were to leverage MRM for its daily operating procedures, it would be best served by having marketing automation program requests and the tasking of work packages assigned to individual resources managed within the MRM.
  • Asset management. The primary way MAPs interact with MRMs is in relation to the asset repository.
  • Planning. The dashboarding of marketing automation work requests and budgeting activities should be executed through the MRM. Both applications should be used for email touch governance – use the MRM to display what is planned and the MAP to display what occurred.

 

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CYDigital/marteq.io's insight:

Think of it this way: MRM is the master and manages MAS. Workflows and budget are on the roadmap for MAPs.

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5 essentials of a Marketing Resource Management Solution key to implementing Brand Content Plans - Wedia Group | #TheMarketingTechAlert

5 essentials of a Marketing Resource Management Solution key to implementing Brand Content Plans - Wedia Group | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


5 specific aspects of a MRM solution essential to implementing and managing Brand Content.

 

1. Plan and monitor production
What are the issues to be addressed? Who is responsible? Which media will be published? These questions become even more crucial when one aspires to real time marketing, which itself can be managed by the editorial planning module of a MRM solution.

 

2. Organize and share content

A solid content management module, a core component of MRM solutions, guarantees the effectiveness of contributors who can work more quickly and instantly find the sources or digital elements they need.

 

3. Collaborate more effectively and speed up approvals

The collaborative features of a MRM platform allow one to:
-replace a series of e-mails by online comments shared by all,
-formalize workflow and approval exchanges between involved parties,
-trigger notifications at each step of the process.

 

4. Localising content in an international context

A MRM solution is particularly interesting in this distributed marketing context:

  • automatic creation of multilingual versions of content with automatic pre-translation where appropriate,
  • notification of subsidiaries when master content is approved,
  • management of workflow, translation, and approval,

 

5. Publish all media
How can one publish content on all target media (social networks, intranets, websites, blogs, print publications, etc.).? How can one have an overview of all created and disseminated media?
A MRM solution addresses these needs in two ways:

  • by offering its own publication modules, whatever the channels (web2print, web and mobile publishing, emailing, etc.),
  • by interfacing with other solutions via links

 

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CYDigital/marteq.io's insight:

A bird's eye view of some of the capabilities offered by MRM. At some point, some MRM functionality needs to get into the MAP.

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Acquisition Is a Leading Trend Among Leading MRM Providers - DM News | #TheMarketingTechAlert

Acquisition Is a Leading Trend Among Leading MRM Providers - DM News | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Excerpt...


IBM, Infor, SAS, and Teradata are among the companies in the Leader quadrant of Gartner's “Magic Quadrant for Marketing Resource Management.” As leaders, each company consistently delivers on the essential functions of MRM applications, according to the report. What do they have in common? Acquisitions.

 

“Four of the six companies in the leadership quadrant made acquisitions,” says Kimberly Collins, who authored the report.  “Now that MRM is maturing, larger businesses are getting into the space.”

 

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FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox:  http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).


CYDigital/marteq.io's insight:

Why hasn't MRM and MA (and to an extend, CRM) been eyeing each other?

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SiriusView: Marketing Resource Management Vendor Evaluations | SiriusDecisions | #TheMarketingAutomationAlert

SiriusView: Marketing Resource Management Vendor Evaluations | SiriusDecisions  | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Advanced/ Excerpt...


Over the last several months, my colleagues and I have interviewed and evaluated vendors offering marketing resource management (MRM) solutions. We define MRM solutions as those that include four components vital to b-to-b marketers: budgeting, project management, asset management and communications.

 

Like most maturing technology markets, the MRM landscape is evolving rapidly and has witnessed multiple acquisitions in recent years, including IBM’s 2010 acquisition of Unica, Teradata’s 2010 acquisition of Aprimo, SAS’s 2011 acquisition of Assetlink, Infor’s 2012 acquisition of Orbis Global, and Microsoft’s 2012 acquisition of MarketingPilot.

 

Keep your eyes open because we will soon publish the first-ever SiriusView for MRM. We’ll score and profile the vendors that b-to-b marketers are inquiring about:

Allocadia

BrandMaker

IBM

Infor

Microsoft

PTI

Saepio

SAS

Teradata


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Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


CYDigital/marteq.io's insight:

Coming soon. You'll want to keep an eye out for this report. I know I am, as I'm curious as to how MRM and MA relate, as well as customer data management.

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