SiriusDecisions Scores Marketing Resource Management Providers in New Research Study

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Comprehensive SiriusView™ report evaluates the leading marketing resource management vendors across multiple scoring dimensions.

MRM adoption among b-to-b marketers is still in the early stages, and we estimate that 21 percent of b-to-b marketing organizations have an MRM application.

SiriusDecisions published today a new research study for its clients that compares the leading vendors within the business-to-business (b-to-b) marketing resource management (MRM) space. The report covers nine leading MRM providers, scoring each of them across multiple dimensions. It is designed to help b-to-b organizations evaluate all aspects of vendors’ MRM offerings and capabilities, and streamline the vendor selection process.

SiriusDecisions defines MRM in terms of four core features: budgeting, project management, asset management and communication (calendaring, dashboards and reporting). In organizations of all sizes, the availability of cloud or software as a service (SaaS) based MRM applications has shifted control of the budgeting, planning and implementation of this technology from centralized IT departments to the marketing function. This trend has improved marketing’s ability to increase productivity with technology that it evaluates and procures.

“MRM adoption among b-to-b marketers is still in the early stages, and we estimate that 21 percent of b-to-b marketing organizations have an MRM application,” says Jonathan Block, SiriusDecisions’ vice president and practice director, technology. “Like most evolving technology markets, MRM is witnessing multiple vendor acquisitions, most recently Microsoft’s acquisition of MarketingPilot in late 2012.”

The newly published SiriusView™ for MRM includes the following leading providers: Allocadia, BrandMaker, IBM, Infor, Microsoft, PTI, Saepio, SAS and Teradata.

“SiriusView™: Marketing Resource Management Technology” is the first of several SiriusViews scheduled for publication in 2014. Each SiriusView™ will provide a comparative view of the leading vendors in a b-to-b technology category, based on the proprietary SiriusIndicator™ rating methodology. Technology providers are evaluated based on briefings and demos (including specific use cases requested by SiriusDecisions), surveys, interviews with select customers, SiriusDecisions’ hands-on use of the tool, and data and information from client inquiries and benchmarks.

“Our goal is to enable our clients to accurately select the b-to-b technology vendors that can best provide the capabilities they need today as well as contribute to a sustainable, successful relationship over time,” notes John Neeson, SiriusDecisions’ managing director and co-founder. “The SiriusView™ provides a comparative perspective on the leading vendors in a particular market space.”

SiriusDecisions has identified more than 20 major technology categories within four areas (reputation, demand, sales, operations) that b-to-b organizations must leverage to drive functional alignment and integration. Upcoming SiriusView™ topics for 2014 include Web content management, marketing automation platforms and sales force automation.

About SiriusDecisions
SiriusDecisions is the leading global b-to-b research and advisory firm. We deliver the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernize and elevate sales, marketing and product performance.

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Ashlyn Bohling
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