Gartner: Alterian, VYRE Niche Players in Marketing Resource Mgt Magic Quadrant

By Irina Guseva | Published Mar 10, 2010

Marketing Resource Management (MRM) is one of the areas — in addition to WCM and ECM — where Gartner (news, site) exercises its magic by the quadrant. In one of its recent 2010 reports, the analyst firm highlighted several Web CMS vendors as players in the niche quadrant for MRM.

The Importance 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.” MRM applications allow organizations to manage marketing activities and marketing content, as well as measure, analyze and optimize performance.

Gartner analyst and author of the report Kimberly Collins says:

Interest in MRM continued to grow with unprecedented interest in 2009. This dramatic trend was driven by several factors, including an increased focus on marketing costs and the financial management of marketing, the difficulty justifying marketing budgets, the desire to measure all marketing initiatives, the need to achieve a faster time to market, reduced resources (budget and people), the focus on reducing marketing waste and the need to balance corporate versus local marketing control.

MRM MQ Players

Alterian and VYRE are two of several players found in 2010’s Gartner’s Magic Quadrant for MRM.

Alterian (news, site) has been a niche player in the MRM Magic Quadrant since 2007, while VYRE (news, site) popped up as a niche player in 2009. Both vendors provide a range of products for web content management and marketing resource management.

As we reported earlier, Alterian is going through a series of transformations on the product side and dropping Immediacy and Morello Web CMS brands and consolidating under the Alterian Content Manager 7, or CM 7, which has the marketing goodies. As a result of several acquisitions, Alterian offers the Alterian Integrated Marketing Platform, that includes marketing analysis, social media monitoring (via SM2), email marketing and web content management capabilities.

VYRE offers VYRE Unify, a web content management product focused on the digital marketing supply chain market. VYRE’s value proposition is the integration of content management, digital asset management, portal capabilities and enterprise search.

In other portions of the quadrant, you will find such Visionaries as SAS Marketing Resource Management with its MRM capabilities that include marketing planning and budgeting, marketing budget optimization, marketing performance management and campaign workflow and collaboration.

In the Leaders quadrant, Unica is showing again with its enterprise and SaaS solutions for marketing resource management (included in Unica’s EMM suite).

Another day, another quadrant. If you’re a buyer, make sure to do your homework and check out many other resources available to make a sound decision on the MRM product.