Gartner Research

MRM 2.0: A New Perspective on Marketing Resource Management

Published: 14 March 2017

ID: G00321094

Analyst(s): Christopher Ross , Adam Sarner

Summary

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

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client