Gartner Positions SAP as a Leader in 2016 Magic Quadrant Report for Marketing Resource Management
MUNICH–(BUSINESS WIRE)–SAP SE (NYSE:SAP) today announced it has been positioned by Gartner Inc. for its SAP Hybris solution as a leader in the Magic Quadrant for marketing resource management (MRM).i This is the fourth consecutive year that SAP has appeared in the leaders quadrant.
As noted in the report, “marketing resource management (MRM) improves companies’ ability to orchestrate and optimize internal and external marketing resources by using a set of processes and capabilities.” Sixteen different software vendors were evaluated on their completeness of vision and ability to execute.
MRM applications enable companies to:
- Plan and budget for marketing activities and programs (strategic planning and financial management)
- Create and develop marketing programs and content (creative production and project management)
- Collect and manage content and knowledge (digital asset, content and knowledge management)
- Fulfill and distribute marketing assets, content and collateral (marketing fulfillment)
- Measure, analyze and optimize marketing resources (analytics)
According to the report, “leaders in the MRM market demonstrate exemplary performance. They deliver a breadth and depth of integrated MRM functionality for large, enterprisewide and global implementations that extend MRM across the marketing organization. Leaders articulate business propositions that resonate with buyers.”
“Following the launch of SAP Hybris Marketing last year, we saw some great results. Now we have continued our momentum with further development in the area of marketing resource management,” said Brian Walker, chief strategy officer, SAP Hybris. “It’s great to see what we believe is Gartner’s report validating our approach and strategy, and how our marketing solutions fit into our SAP Hybris portfolio.”
The report also states that “Gartner sees MRM growing within organizations due to companies’ global expansion, increases in the number of users across different regions, and the expansion of capabilities across the five areas of MRM competency. MRM is establishing a firmer presence in the midmarket, especially through SaaS and hosted deployment options.”
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