Lytho Recognized in New Research Report on Marketing Resource Management

Independent Research Firm Analyzed the Nine Top MRM Vendors Across 33 Criteria Based on Attributes Customers Should Look for in a Provider

Lytho, a creative operations platform, providing tools including creative workflow and digital asset management (DAM) tools to brand and creative teams, announced it was recognized in a new technology research report titled, “The Forrester Wave™: Marketing Resource Management, Q3 2022” by Forrester Research.

“CMOs across industries and company types grapple with waning influence and struggle to show that marketing is an investment and not an expense – all while the pandemic decentralizes the workforce and strains marketing operations,” wrote Forrester Analysts Jessica Liu and Katie Linford. “To position marketing as a business driver and be proactive amid changing market conditions, marketers must incorporate stronger end-to-end planning and coordination.”

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MRM software can help achieve this and the report analyzes nine top vendors against 33 criteria across a given vendor’s current offering, strategy and market presence. The report recommends customers look for providers that do the following:

• “Focus on improving marketing performance management.”
• “Optimize (not just organize) workflows and processes to free up time for creativity.”
• “Integrate intraplatform and extend into the broader business technology ecosystem.”

The report provides both quantitative analysis scores and qualitative written assessments about each vendor, including Lytho.

“Creative intake and management is Lytho’s focus and forte. It manages the content production process efficiently, including thorough proofing and review and approval features. Its newly acquired DAM beefs up the platform since the last evaluation, complete with a brand center for governance,” wrote Liu and Linford in the report. “Reference customers commended Lytho’s customer success: ‘The customer-care feeling that they want us to succeed is present with all of our Lytho team members.’”

Lytho believes it stands apart from other MRM vendors because it is uniquely focused on the needs of in-house brand and creative teams. The company has observed that in-house creative teams have grown and are evolving into full-fledged in-house creative agencies. However, that transformation has also brought natural complexity that stems from managing more people, priorities, projects and processes across the Creative Lifecycle – from project intake to measurement.

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While Lytho formally announced it had added resource management to its platform in early 2022, many of the features were available to existing customers at an earlier time. This is because the company worked closely with more than 50 enterprise customers to beta test various features and roll out the capabilities in iterations to customers over the course of a year.

“We are grateful to be named in this Forrester report and believe it’s a good starting point for customers to understand the key players and differences among MRM solution providers in the market,” says Lytho Chief Marketing Officer Russ Somers. “In our assessment, brand and creative teams need resource management tools that are designed to support the way they work and help them tame the chaos.”