Comparing MRM tools and oranges
At the MOM symposium in New York in March 2006 we presented "an independent guide to MRM software vendors". At a glance it looks as if the MRM software market is a coherent one.
Nothing is less true. The landscape of MRM solutions shows that the origin of the vendors often defines the functionality of the tool. Some have a background in ERP, others in CRM and a third one in marketing.
Each software tool has therefore completely different core competences and might not support all your MRM challenges at once. If you are not aware of this fact, you will be comparing apples and oranges.
We identified 6 different types of MRM software vendors:
| Type | Core competence |
| 1. Custom made | A productized 'custom made ' solution |
| 2. DAM vendors | Digital Asset Management expanded with Collaboration, automated publishing, 0rdering |
| 3. CRM vendors | Customer Relationship Management expanded with Automated publishing, e-DM, BI |
| 4. ERP vendors | Enterprise Resource Planning expanded with Marketing Planning |
| 5. BI vendors | Business Intelligence expanded with Marketing Intelligence |
| 6. MRM vendors | Specific Marketing Resource Management with in-depth functionality |
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24/10/2006 12:23 PM
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