20% is an impressive growth rate for a market, in this case predicted untill 2013 for the MRM market. In our research over the last two years we found a growth of 25%. The market increased from 60 vendors in 2006 to 80 vendors in 2008. So the MRM market, at a first glance, shows a steady growth.

But is it steady? No. Below the surface an earthquake happened. Research indicates that since 2006, 28% of the vendors have left the market. The current listing demonstrates that 43% of the vendors are new to the MRM market. A major shift.

The next question is: where did all the vendors come from and where did the others go to? We found that

• 17 vendors have left the market, 5 due to mergers and 12 shifted their focus from marketing operations to areas like CRM or e-commerce.
  
  
  
• 34 new vendors are now operating in the MRM market. The origin of these 34 new MRM vendors are mainly DAM vendors in Europe adding MRM functionality to their solutions, like collaboration, approval and planning.