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SAP Positioned as a Leader in Gartner Magic Quadrant for Marketing Resource Management


SAP SE (NYSE: SAP) today announced it has been positioned by Gartner Inc. as a leader in the Magic Quadrant for marketing resource management (MRM), which was published in February 2, 2015.

SAP Newsbyte – 7 April, 2015: “With the introduction of SAP hybris Marketing, we have taken our marketing capabilities to the next level,” said Brian Walker, chief strategy officer, SAP Customer Engagement and Commerce. “We believe Gartner’s report validates our continual focus to provide the tools marketers need to serve their customers with relevant, contextual marketing.”

In the report, Gartner stated: “Leaders in the MRM market demonstrate exemplary performance. They deliver breadth and depth of integrated MRM functionality on large, enterprise-wide and global implementations that extend MRM across the marketing organization. Leaders successfully articulate business propositions that resonate with buyers.”

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. Vendors in this report were assessed on their ability to support each of the following 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)
 

The Gartner report showed that “MRM investments continued to grow in 2014, particularly in North America and Europe. Gartner sees MRM growing within organizations via (1) a company's global expansion; (2) an increase in the number of users within a region; and (3) an expansion of MRM capabilities across the five areas of MRM competency.”

To download a copy of the Gartner Marketing Resource Management Magic Quadrant please click here.