We are proud to announce that MARMIND has been recognized in the 2024 GartnerĀ® Market Guide for Marketing Work Management Platforms, authored by analysts Michael McCune, Lacretia Marsh, Kate Fridley, Amy Jenkins, and Rachel Smith and published on 9 September 2024.
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According to Gartner, “Effective marketing work management platforms help improve the visibility and productivity of projects and processes. Marketing operations leaders must plan how to configure, launch, optimize and integrate their MWM platforms to drive the utilization that furthers operational excellence objectives.”
Why Marketing Work Management Platforms Are Gaining Popularity
As the role of marketing continues to expand and evolve, particularly with the growing influence of generative AI, marketing leaders are under increasing pressure to prove the value of marketing operations to the business.
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According to Gartner, āMarketing operations leaders seek to leverage marketing work management (MWM) platforms to improve process consistency, increase productivity, automate workflows, align work to goals and optimize resources.ā
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However, the report also notes that many marketing operations teams struggle to manage all tasks and projects within a single platform. Marketing work management platforms often overlap with content marketing platforms (CMPs) and may include digital asset management (DAM) functionality, which can cause confusion about where different tasks should be managed. Gartner emphasizes that the key differentiator for marketing work management platforms is their ability to centralize all marketing work in one place and integrate seamlessly with other tools for better visibility and reporting.
MARMINDās Role in the Evolving MWM Space
At MARMIND, we are committed to providing an innovative marketing work management solution that helps businesses achieve operational excellence. Our platform enables marketing teams to:
- Plan, budget, and track campaigns in one central place
- Integrate with other essential tools to streamline work execution and reporting
- Increase productivity through automation of processes like request intake, reviews, and approvals
- Align marketing work with broader business goals by offering real-time visibility into key metrics and performance indicators
As marketing operations leaders face the growing demands of generative AI and the pressure to showcase marketingās value, MARMIND is here to support teams by delivering a platform designed for scalability, flexibility, and future growth.
Key Recommendations from Gartnerās Market Guide
For marketing operations leaders aiming to maximize the effectiveness of their MWM platforms, Gartner offers the following recommendations:
- āDetermine the operational KPIs that will demonstrate gains in productivity over time. DocumentĀ how theĀ data generated through the execution of work will roll up into reporting mechanisms that allow for analysis of timeliness, quality and alignment to goals.
- Map your specific use case or multiple use cases to specific user personas across the marketing organization. (For example, the requirements for a 250-person in-house creative agency, a 50-person B2B content marketing team and a 10-person data analytics team differ.)
- Define the capabilities required for the marketing team to collaborate and serve cross-functional stakeholders. Such capabilities could include standardizing the request intake process, automating review and approvals, or integrating the work of external agencies.
- Evaluate vendors based on their ability to meet current and future requirements, including integration capabilities and scalability for future expansion.ā
MARMINDās Commitment to Excellence
As we continue to evolve alongside the needs of the marketing world, we are thrilled to be recognized by Gartner in the 2024 Market Guide for Marketing Work Management Platforms. Our focus remains on empowering marketing leaders to optimize their workflows, integrate seamlessly with other tools, and achieve operational excellence.
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For more information on how MARMIND helps global businesses streamline marketing operations across multiple brands, teams, and locations, watch our Lufthansa Group customer case.
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Gartner, ‘Market Guide for Marketing Work Management Platforms’, Michael McCune, Lacretia Marsh, Kate Fridley, Amy Jenkins, and Rachel Smith, 9 September 2024, can be found here.
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