Live data updated Jul 13, 2026

How common is each Marketing capability?

168 vendors·96 capabilities·category score 53/100·momentum -2%
How to read thisCommon: table-stakesSpreading: emergingRare: a differentiator

Table-stakes

8almost every vendor has these

Emerging

43spreading now

Rare

111only a few do this
Table-stakes capabilities (8)
  • Multi-Channel / Cross-Channel Campaigns22 of 90
  • CRM & Customer Data Platform19 of 90
  • Lead Generation & Targeting17 of 90
  • Audience Segmentation15 of 90
  • Digital Ad Campaign Management15 of 90
  • Campaign Management & Reporting (General)15 of 90
  • DMS & System Integration14 of 90
  • KPI Dashboards14 of 90
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“X of N vendors” is a count of how many tracked vendors offer a capability. It is not an endorsement. We never name which vendors have a capability and never crown a best vendor. Capability tiers depend on our category data being mature enough to tier honestly.