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Top analytics brands dominate Gartner’s marketing resource management magic quadrant

Top analytics brands dominate Gartner’s marketing resource management magic quadrant

 

Teradata is the clear leader in the marketing resource management space, according to new analysis by Gartner which published its latest magic quadrant on the technology this week. It is the 12th year in a row the company has been positioned as a leader in the field.

According to Gartner, "Marketing resource management (MRM) is a set of processes and capabilities designed to enhance a company’s ability to orchestrate and optimize internal and external marketing resources."

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(Marketing resource Management magic quadrant. Source Gartner)

Companies in the study are evaluated both in terms of their completeness of vision and their ability to execute.

While the marketing automation sector is typically dominated by specialists like Adobe, Responsys and Marketo (and indeed Teradata), or larger application shops like Salesforce and Oracle* the MRM sector seems to provide fertile ground for tech companies with a strong analytics pedigree.

Joining Teradata in the magic quadrant are familiar names like SAS, SAP and IBM (along with Brandmaker and Infor).

As to why the analytics brands are so over-represented in the leadership quadrant, Simon Bowker, the newly minted Country Manager for Teradata (Applications) in Australia told Which-50, “Companies who are adopting data driven marketing techniques are increasingly challenged to manage and control the content, processes and budgets behind their marketing investments.”

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(Image: Teradata’s Simon Bowker)

He suggested that when companies are looking for a solution to accommodate this, they want to be able ensure that the platform integrates seemlessly into the existing data and marketing application environment. 

Meanwhile, SAS Australia’s Daniel Aunvig, head of customer intelligence, said, “Complexity has increased and for some organisations it’s no longer enough to have a solution for marketing resource management and another one for campaign management and yet another one for marketing analytics and reporting.

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(Image SAS Australia’s Daniel Aunvig)

He said the the existence of multiple solutions has proved itself to be too difficult to manage, and that this is reflected in an organisation’s ability to manage their processes efficiently and create superior customer experiences across channels.

So we have moved from a situation where Gartner’s Quadrants for marketing resource management and integrated marketing management where quite separated, into a situation where the key vendors are largely the same across the two quadrants because of the need for integration across the entire data-driven marketing ecosystem.

Outside of the leadership quadrant, Microsoft is pegged as a challenger while the bulk of providers are anchored in the niche of the lower left corner.

Gartner in its report offers five competencies for MRM;

  • 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 (MRM analytics).

The report, which also outlines the relative strengths and weakness of the vendors, is available for free from the Teradata site.  

Swings and roundabouts

Teradata for instance rates highly on viability and growth and Gartner also notes that its solutions are considered robust with a track record of mature implementations. On the flip side they caution that the company’s digital asset management and marketing fulfillment are not as robust as more niche providers.

For a company like SAP, Gartner highlights its market momentum and significant R&D investments as strengths but argues that the lack of a multitenant Software as a Service (SaaS) option for its broad set of MRM functionality is a weakness (although they do acknowledge movement in the right direction.)

SAS, like Teradata rates highly on viability and robustness with the analysts declaring, “SAS provides a strong set of capabilities in planning, financial management, creative production management, marketing asset management, marketing performance management and marketing mix optimization.” 

But Gartner marks them down on execution arguing that, "There continues to be some confusion in the market regarding SAS’s MRM capabilities." Indeed the report suggests SAS is missing in some MRM deals where it would have been an ideal candidate for the shortlist.

Finally, IBM’s broad solutions and its deployment options are noted as strengths, along with its R&D, but its reliance on partnerships with external vendors like Quark count against it in a market where buyers prefer that the vendor fully own the MRM functionality.

Two companies joined the magic quadrant study this year; AtTask and Wedia, while one Adnovate was dropped for failing to meet the minimum MRM revenue requirement.

*Oracle acquired Responsys in December 2013.

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