Chairman-CEO Bill Godfrey says the secret to Aprimo's success is its relentless focus on the CMO.
"We provide a software application that becomes the backbone of marketing," Godfrey said. "We're not trying to be all things to all people, but we do intend to be all things to all marketers; and our ability to stay focused on that mission has served us well, and it more importantly serves our clients well."
Godfrey said the company has remained true to its original mission of addressing enterprise marketing management in a holistic way.
"We wanted to help CMOs align their entire marketing function behind the business strategy and the brand promise," he said. "The marketing function is more strategic than ever before."
Research company Gartner Inc. recently named Aprimo a "leader" in its yearly report, "Magic Quadrant for Marketing Resource Management 1Q06," which evaluates and rates marketing resource management (MRM) companies. In fact, this marks the fourth year in a row that Gartner has cited Aprimo at that level.
The company has the broadest set of MRM functionality, according to Gartner, including deep functionality in planning, budgeting and marketing fulfillment. Gartner also noted Aprimo has solid implementation experience and flexible models for deploying its products.
Aprimo isn't resting on its laurels, though. After the company acquired DoubleClick's enterprise marketing solutions business unit a year ago, which included campaign management and marketing work flow products, Godfrey and his team integrated those technologies into the Aprimo marketing software suite, the latest version of which, Marketing 7.5, came out last month.
The DoubleClick deal increased Aprimo's customer base by 70; strengthened its business in industry verticals, such as pharmaceuticals and life sciences, retail and telecommunications; and complemented its strength in the financial services, technology, media/entertainment and manufacturing industries.
Aprimo has added dashboards and analytics functionality to the software suite in the past year and has bolstered its strategic partnerships. It currently has partnerships with consultants Accenture, BearingPoint, Capgemini, Deloitte & Touche USA and IBM Corp. to help clients deploy the software effectively.