MRM ExplainedSuppliersSupportConferences & PapersDAMsJobsFAQsContact UsHome
Supplier definition
Supplier list
Functionality
SAAS
Supplier consolidation
Functionality questionnaire 
 

Suppliers

This page sets out lists of MRM suppliers and explains the different services they may offer.

 

Supplier definition

At the present time the list of MRM suppliers comprises of companies which specialize almost exclusively in supplying MRM systems.  It does not include the major CRM players, some of whom have announced that they now have MRM solutions. This is because, at this point in time the CRM companies have not yet demonstrated that their systems comply to the definition on this site.

This site is not alone in that view. In a CRM newsletter in April 2004, it was reported that;

"Related research by Forrester subsidiary Giga Information Group found that many companies face internal pressure to select marketing automation software from their CRM vendors. Yet high-end business-to-consumer companies running sophisticated marketing campaigns find that the applications often fall short of the capabilities they need.”

This situation will, of course, change over time, and once that happens the list of Suppliers will be updated.

Suppliers are currently listed in alphabetic sequence showing no other significance to their position on the page.

The MRM suppliers are companies whose system, according to published research, substantially matches the MRM definition on this site. 

Any supplier can be added to this list by confirming conformance to the definition.

Suppliers can, of course, be asked to be taken of the site if they believe their MRM system has functionality which significantly differs from the the functionality in this site's definition. 

 

MRM Suppliers

 

Functionality supported by Suppliers

Because of constant changes and developments in the functionality provided by MRM suppliers it is no longer possible, using the resources of just one person, to provide an accurate and up to date comparison of the different systems which suppliers support.

However, at the end of this Web page is a questionnaire/check list which can be used by potential customers to request from suppliers the details of the functionality they support.

This was added to the site in August 2008.

The questionnaire can be downloaded.

The idea is that as users find extra questions etc which should be asked the form will be updated (provided I am told of the missing points).  

It will probably take about 6 months before it becomes a fully comprehensive document.

 

SAAS - Software as a service  

At one time the only way to acquire an MRM system was to buy a software licence.  This could have been a licence covering unlimited users or for fixed numbers of users.  The software could then be run on your own hardware or hosted elsewhere (often on hardware provided and managed by the MRM supplier).  Prices varied from supplier to supplier, and were affected by the numbers of modules bought, and the numbers of licensed users etc, but costs were normally in excess of £100,000.

For many companies this created too large an entry barrier.  Though MRM will save money (and improve effectiveness and efficiency) recovering the large licence fees stopped many implementations. Also though the Marketing department might need every MRM module they wanted to implement over a period of time and not be driven by the need to recoup their capital expenditure.

Some suppliers then developed an On-demand service, which is now marketed as SAAS (Software as a service).   Essentially the supplier will licence numbers of users to run selected modules from the standard software on servers hosted by the supplier.  Entry points can be as low as 10 users and, depending on the functionality selected, could be implemented for less than £400 per month.  This is becoming increasingly popular.  Now more Marketing departments are contemplating Pilot systems where small numbers of users run selected modules for a few months to prove the software is right for them.

In terms of percentage take up, word of mouth indicates that in excess of 40% of new MRM implementations now take the SAAS option.

When selecting the SAAS approach Marketing departments should still allow an up front sum for systems building, training and implementation support.  Depending on the options selected this will cost in excess of £5,000.  MRM changes the way the department works.  It affects workflow and responsibilities.  This involves Change Management and should not be taken lightly.  The up front implementation charge is a small investment to make the MRM implementation work for you.

Not all suppliers yet provide SAAS for their solution. However, most are now committed to this approach. 

Supplier consolidation

Although MRM really only emerged as an accepted technology around 2002, since August 2004 the MRM market place has seen very active supplier consolidation as a number of leading niche players have merged with/ been acquired by larger, former rivals.

Previously I tried tracking and reporting on these mergers, but because of the rapid spate of changes this has become too onerous.  The acquisitions have affected substantial companies, (who may have been acquired for other reasons, eg Oracle, itself a niche MRM player, bought PeopleSoft and Siebel, both of whom also had niche MRM offerings), companies which were MRM market leaders ( eg Aprimo bought THEN, and Smart Path, both of which at one time figured prominently on the Gartner Quadrant), and a host of smaller, specialist companies have either merged with other specialists or been bought by companies entering the MRM area (eg Nvigorate have been acquired by Alterian).

The forecasts are that this trend will continue as larger companies see the opportunities offered within the MRM market  and then buy existing MRM companies which provide the functionality lacking in their offerings.

Some of these mergers will produce stronger, more financially stable companies offering an improved range of MRM services, but this will not always be the case. 

This does create problems for potential buyers of MRM as every one would like their supplier to be around as long as they continue to run the software.  And size of company does not seem to matter, just look at PeopleSoft who have been acquired by Oracle.  

If you are buying the software, and intend to run it using your own technical support then make sure your contract protects you against issues which could arise if either your supplier is taken over, or even your supplier takes over a competitor and decides to implement the newly acquired technology and not the system you selected.

 

Questionnaire

Below is an Excel spread sheet which requests details of functionality from MRM suppliers.

Feel free to down load and use the form as is appropriate to your requirements. (To download click on link below then Save file).

If you find that any questions are missing, or need to be expanded, please let me know and I will then update the copy available for download.

MRM Questionnaire