Gartner Research

MRM 2.0: A New Perspective on Marketing Resource Management

Published: 14 March 2017

ID: G00321094

Analyst(s): Christopher Ross , Adam Sarner


The tools and technologies known as marketing resource management (MRM) have evolved. Marketing leaders can use this research to understand and embrace the vendors and solutions that deliver improved marketing operational efficiency and business impact through MRM's evolution.

Table Of Contents


  • The Original Definition of MRM Needs Updating
  • MRM 2.0: Defining Work, Asset and Performance Management
    • Work Management: The Creation, Production and Management of Marketing Materials
    • Asset Management: The Intake, Storage and Sharing of Content Assets
    • Performance Management: Metrics, Resource Planning and Reporting
  • How MRM Will Continue to Evolve
  • Your Next Steps

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