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.
Marketing refers to the products and services that enable organizations to plan, execute, measure, and optimize strategies for attracting, engaging, and retaining customers across digital and physical channels. This category includes markets that support content creation, campaign management, data-driven personalization, performance analytics and brand strategy—empowering businesses to deliver targeted, measurable, and customer-centric marketing experiences.
Gartner defines sales performance management (SPM) as a suite of applications that enable the implementation and administration of commission-based incentive plans for sellers and other revenue producers, with variable short-term incentives. Vendors typically offer seat-based platform access for sales operations leaders, frontline sales leaders, territory managers and finance roles. Clients may integrate SPM applications with their customer relationship management toolset for workflow and data connectivity, and for opportunity estimation to drive seller behavior.