The marketing resource management market

Abstract

The marketing resource management (MRM) area continues to be one of the fastest growing sub-segments of the customer relationship management segment. However, the dividing line between an MRM and relationship marketing solution is not exact and different vendors draw the line differently. Gartner Dataquest believes that by 2006, fewer than 15% of Global 1000 companies will have enterprise-class MRM deployments. However, between now and 2007, enterprises that successfully deploy MRM solutions will reduce their time to market by more than 40%, realize at least 10% cost savings in their marketing operations and achieve more than 20% higher revenue gains than their peers, giving them a significant competitive advantage. Given the predicted growth for this segment, it is likely that there will be continued consolidation. The major and vision and niche players in the MRM sector are presented.