In a first for the company, Pica9 has been included as a representative vendor in Gartner’s coverage of the Marketing Resource Management landscape. The analysts in charge of the software category revealed a new definition for the collection of capabilities and functionality that has made up MRM for more than 15 years. Gartner is now calling this breed of marketing technology MRM 2.0.
MRM 2.0 emphasizes the operational processes covered by the enterprise marketing technologies that fall into the software category. Now the landscape covers three key sub-categories: Work Management, Asset Management and Performance Management.
Pica9 is mentioned in the report as a sample vendor for the new Asset Management sub-category of MRM.
Chris Ross and Adam Sarner, the Gartner analysts in charge of MRM coverage, share the reason for the new classification. “The tools and technologies known as marketing resource management (MRM) have evolved,” the analysts observe.i
Although many have previously questioned whether MRM continues to be a useful category for enterprise marketing software, observers of the MarTech industry are saying that Gartner’s decision to introduce MRM 2.0 underscores the lasting importance of Marketing Resource Management.
However, the shifting MarTech ecosystem – along with the growth of digital disruption – has led Gartner to reclassify the core technologies that make up MRM. According to the report, “in 2001, Gartner helped define marketing resource management (MRM) by creating the first MRM Magic Quadrant.” Now, the report indicates that, “Gartner’s new definition of MRM – incorporating work, performance and asset management – clarifies functional scope, and provides more intuitive clustering of features, capabilities and operational combinations.”i
Pica9 in the Mix as Marketing Resource Management Redefined
The news of the new MRM 2.0 report has extra significance for followers of Pica9. This is the first time Pica9 has been included in a Gartner report on Marketing Resource Management. It's also the second Gartner report Pica9 has been mentioned in during the last 6 months. The company was also included in the inaugural report to cover Distributed Digital Asset Management in Gartner's Market Guide to Digital Asset Management.ii
Pica9 was cited in this latest report as a sample vendor for the Asset Management Category in the Distributed Digital Asset Management modality.
Kevin Groome underscored how significant this milestone is for the company. “Marketing Resource Management is a crucial part of the marketing picture for our customers, and we’re delighted that the experts at Gartner have mentioned Pica9 within the scope of that landscape. We believe being included in such a seminal study by the firm that coined the term MRM is a really big deal. It’s clear to us that the whole team has done a fantastic job to reach this point.”
Being classified under Asset Management means that Pica9 has been firmly placed among other leading marketing execution tools in the industry. The company's SaaS product, CampaignDrive, is compared with other leading SaaS solutions for enterprise marketing organizations.
Many who are familiar with the software category say that MRM 2.0 creates a set of technologies well suited for enterprise marketing needs in the digital world. According to these sources, Digital Asset Management alone is expected to grow to nearly $5.6 Bn by 2020. As a leading provider of Distributed Digital Asset Management, Pica9 is positioned for significant growth along with this market trend.
i Gartner “MRM 2.0: A New Perspective on Marketing Resource Management” by Chris Ross and Adam Sarner, March 14, 2017.
ii Gartner “Market Guide to Digital Asset Management” by Jake Sorofman and Andy Frank, November 16, 2016.
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