Gartner defines account-based marketing (ABM) platforms as software that enables B2B marketing and sales teams to run ABM programs at scale, including account discovery and selection, planning, engagement and reporting. ABM platforms enable the creation of target account lists by unifying first- and third-party data. In addition, they may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement using a mix of native capabilities and integrations.
Data and Analytics refers to products and services that enable organizations to collect, integrate, analyze, and act on data to drive informed decision-making and business outcomes. This category includes markets that focus on empowering enterprises to manage data pipelines, ensure data quality and governance, extract insights through advanced analytics, and machine learning across structured and unstructured data environments.
Finance refers to the products and services that support the planning, management, analysis, and optimization of financial operations across enterprises and financial institutions. This category includes markets that support core accounting, financial planning, treasury, tax, audit, compliance, investment management, and digital banking—enabling organizations to maintain financial integrity and ensure regulatory compliance.
Revenue data solutions (RDS) provide proprietary, third-party and AI/ML-driven customer data to commercial teams. They make this data accessible as a stand-alone offering and/or through a SaaS product for integration into various technologies across the revenue tech stack. Data-driven commercial teams rely on RDS’ actionable context and guidance to prioritize and engage buyers. RDS solutions are used across functions to facilitate scoring, planning, business analytics and data management.
Supplier risk management solutions are advanced technology platforms designed to facilitate comprehensive supplier risk management activities. These platforms not only aid in the identification and continuous monitoring of potential risks, such as financial instability, geopolitical concerns, and compliance challenges, but also enable a thorough analysis of their holistic impact. Furthermore, they support the coordination of both operational and strategic responses to mitigate these risks effectively. Integral to end-to-end supply chain risk management, supplier risk management aims to assist organizations in mitigating prioritized risks across the entire supply ecosystem — encompassing both physical and digital domains.