Independent research firm recognizes Aprimo for its Marketing Resource Management offering.

This makes a lot of sense to me. Marketing operations was Aprimo’s original product and greatest competitive strength. It’s about as unsexy a business as you can imagine, and one that has mostly been merged into larger marketing suites by vendors like SAS, IBM, Adobe, SAP, Oracle, and Infor.  It has also been strangely divided between enterprise systems, like Aprimo’s, and specialists in distributed marketing (basically sharing assets with branch offices and channel partners such as distributors, agents, franchisees, etc.) such as Zift Solutions, BrandMuscle and Sproutloud. Revenew competes in the latter arena, so it’s a nice complement to Aprimo’s marketing operations features. In a conversation yesterday, Marlin and Aprimo management told me they hope that an offering that combines enterprise and distributed marketing operations management will be appealing to companies that now do them with separate systems.