Gartner defines the collaborative work management (CWM) market as the market for stand-alone software tools that provide task-driven workspaces to enable end users to plan, coordinate and automate their work. These tools provide an integrated assembly of user-friendly capabilities for work planning, in-context collaboration, content collaboration, workflow and automation, reporting, analysis and dashboarding, intelligent assistance, and use-case acceleration on a platform that handles data management and administrative operations. Tools are defined by their purpose (work planning and execution), target users and breadth of functionality.
Gartner defines marketing work management (MWM) platforms as a self-service system of record for marketing projects and productivity. MWM platforms provide a holistic view into past, current and planned work and enable the optimization of resources applied to marketing initiatives. MWM platforms offer intake management, resource allocation, project orchestration, operational performance measurement and workflow automation, and more. Native or integrated tools may enable varying degrees of strategic, financial and talent planning.