SAP hybris has been positioned as a Leader in the Gartner Magic Quadrant for Marketing Resource Management (MRM).
Gartner defines MRM as a set of processes and capabilities designed to enhance a company’s ability to orchestrate and optimise internal and external marketing resources.
Vendors are assessed on their ability to support five MRM competency areas:
- 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)
“Leaders in the MRM market… deliver breadth and depth of integrated MRM functionality on large, enterprise-wide and global implementations that extend MRM across the marketing organisation. Leaders successfully articulate business propositions that resonate with buyers,” Gartner said in the report.
Brian Walker, chief strategy officer, SAP Customer Engagement and Commerce (pictured), said, “With the introduction of SAP hybris Marketing, we have taken our marketing capabilities to the next level. We believe Gartner’s report validates our continual focus to provide the tools marketers need to serve their customers with relevant, contextual marketing.”
The report said that MRM investments continued to grow in 2014, particularly in North America and Europe.
