| February 18, 2015
Gartner just recently released its Magic Quadrant for Marketing Resource Management (MRM) report –where SAS was named a leader. SAS attains this "Leader" distinction by quantitatively outpacing 15 out of 16 other vendors on both our completeness of vision and ability to execute. The graph to the right shows SAS' continued movement toward the upper-right-hand portion of the Leaders quadrant.
This result is great validation for SAS and comes on the heels of a string of other equally strong rankings from industry analyst firms, such as Forrester and Gartner in categories such as cross channel campaign management, campaign management, enterprise marketing software suites, and integrated marketing management.
This specific announcement is a strong endorsement by Gartner of our leadership in software that assists companies in the management of marketing resources, operations and processes. SAS continues to distinguish itself as one of the only vendors in the market rated as a Leader across the full range of customer intelligence disciplines, including: marketing planning, customer analytics, and campaign management & optimization.
“SAS is a Leader in MRM
for its broad and robust set of MRM capabilities across the five competencies, and
for its vision for next-generation MRM capabilities.”
Why MRM Is So Important
Marketing initiatives for many organizations can be constrained by the mechanics of marketing operations involving both human and machine processes. As companies continue to invest in Big Data initiatives spanning areas such as campaign management, customer analytics and data warehousing, it becomes clear that these investments won't generate returns unless the people and processes responsible for executing those programs get a similar investment in their technology infrastructure. This technology is called Marketing Resource Management (MRM).
The Five Competencies of MRM
Gartner defines MRM as "...a set of processes and capabilities designed to enhance a company's ability to orchestrate and optimize internal and external marketing resources." The five competencies Gartner looks for in any MRM solution include:
- Planning and budgeting for marketing activities and programs (planning and financial management)
- Creating and developing marketing programs and content (creative production management)
- Collecting and managing content and knowledge (marketing asset management)
- Fulfilling and distributing marketing assets, content and collateral (marketing fulfillment)
- Measuring, analyzing and optimizing marketing performance (marketing reporting and analytics)
The Benefit to You
As we all strive to constantly improve marketing while grappling with stiffer competition and tighter constraints, it's inevitable that we deal with the five competencies listed above, in addition to marketing accountability, marketing operations, and simplifying & streamlining marketing workflows. The benefit to you of dealing with a consistently rated leader such as SAS is that we usually have worked through business problems similar to yours with other organizations, and can guide you to a better place.
Contact us and let's start a conversation about how we can get you to your better place. Or you can start by taking in the details in the full Gartner Magic Quadrant and read why SAS is considered a leader in marketing resource management. Either way, I encourage you to take the next step - you won't regret it.
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