A Benchmarking System to Spark Companies to Action - Innovation that Fuels New Deal Flow and Growth Pipelines
14-Jun-2024
North America
Frost Radar
The Frost Radar™ on account-based marketing (ABM) platforms analyzes providers that offer technology platforms, tools, and services created to streamline and optimize the execution of ABM strategies. ABM is a strategic approach in which a business targets its marketing efforts on a specific set of high-value accounts through personalized engagement. Some functionalities of ABM platforms include account identification and management, content personalization, multichannel campaign management, engagement and measurement, and collaboration and integration.
This Radar offers a perspective on key industry trends as well as an assessment of 10 growth and innovation leaders. It plots the selected ABM providers based on 10 growth and innovation criteria, comprising qualitative and quantitative factors.
The vertical axis represents the Growth Index (GI). This index is a measure of a company's growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision, a robust growth pipeline system, and effective sales and marketing strategies. To measure growth performance and track record, Frost & Sullivan considers each company’s ABM-related revenues for the years 2020, 2021, 2022, and 2023.
The horizontal axis represents the Innovation Index (II). This index is a measure of a company's ability to develop offerings/features/services/solutions (with a clear understanding of disruptive megatrends) that are globally applicable, extensible, pertinent to multiple markets, and aligned with customers' changing needs.
The inclusion criteria for ABM providers comprise:
• Strong focus on ABM and business-to-business (B2B) industries
• Key functionalities such as account-based identification and prioritization, personalization capabilities, multi-channel campaign management, automation and workflow management, analytics and reporting, intent data and predictive analytics, lead scoring and grading, dynamic content creation, real-time engagement tracking and measurement, sales and marketing alignment features, account-based advertising, social media integration, lead nurturing capabilities, dynamic segmentation, and email campaign automation
• Cloud-based or software-as-a-service (SaaS) solutions
• Integration with complementary business tools, such as customer relationship management (CRM), marketing automation, and data analysis systems
• Continuous incorporation of features and functionalities, including artificial intelligence (AI) and machine learning (ML)
• Stand-alone ABM solutions that function independently, without strict dependencies on a specific CRM lead management platform
• Minimum revenue threshold of $10 million in CY 2023
• International presence, seen in at least two continents
Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to generate their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™, considering their strengths and the opportunities that best fit those strengths.
Account-based Marketing Platforms 2024
- Account-based Marketing Platforms
Frost Radar™: Benchmarking Future Growth Potential 2 Major Indices, 10 Analytical Ingredients, 1 Platform
Growth Index
Growth Index (GI) is a measure of a company’s growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision; a robust growth pipeline system; and effective market, competitor, and end-user focused sales and marketing strategies.
- Market Share (previous 3 years)
This is a comparison of a company’s market share relative to its competitors in a given market space for the previous 3 years. - Revenue Growth (previous 3 years)
This is a look at a company’s revenue growth rate for the previous 3 years in the market/industry/category that forms the context for the given Frost Radar™. - Growth Pipeline
This is an evaluation of the strength and leverage of a company’s growth pipeline system to continuously capture, analyze, and prioritize its universe of growth opportunities. - Vision and Strategy
This is an assessment of how well a company’s growth strategy is aligned with its vision. Are the investments that a company is making in new products and markets consistent with the stated vision? - Sales and Marketing
This is a measure of the effectiveness of a company’s sales and marketing efforts in helping it drive demand and achieve its growth objectives.
Innovation Index
Innovation Index (II) is a measure of a company’s ability to develop products/ services/ solutions (with a clear understanding of disruptive Mega Trends) that are globally applicable, are able to evolve and expand to serve multiple markets and are aligned to customers’ changing needs.
- INNOVATION SCALABILITY
This determines whether an organization’s innovations are globally scalable and applicable in both developing and mature markets, and also in adjacent and non-adjacent industry verticals. - RESEARCH AND DEVELOPMENT
This is a measure of the efficacy of a company’s R&D strategy, as determined by the size of its R&D investment and how it feeds the innovation pipeline. - PRODUCT PORTFOLIO
This is a measure of a company’s product portfolio, focusing on the relative contribution of new products to its annual revenue. - MEGATRENDS LEVERAGE
This is an assessment of a company’s proactive leverage of evolving, long-term opportunities and new business models, as the foundation of its innovation pipeline. - CUSTOMER ALIGNMENT
This evaluates the applicability of a company’s products/services/solutions to current and potential customers, as well as how its innovation strategy is influenced by evolving customer needs.
Significance of Being on the Frost Radar™
Companies plotted on the Frost RadarTM are the leaders in the industry for growth, innovation, or both. They are instrumental in advancing the industry into the future.
- GROWTH POTENTIAL
Your organization has significant future growth potential, which makes it a Company to Action. - BEST PRACTICES
Your organization is well positioned to shape Growth Pipeline™ best practices in your industry. - COMPETITIVE INTENSITY
Your organization is one of the key drivers of competitive intensity in the growth environment. - CUSTOMER VALUE
Your organization has demonstrated the ability to significantly enhance its customer value proposition. - PARTNER POTENTIAL
Your organization is top of mind for customers, investors, value chain partners, and future talent as a significant value provider.
Speak directly with our analytics experts for tailored recommendations.
Purchase includes:
- Report download
- Growth Dialog™ with our experts
Growth Dialog™
A tailored session with you where we identify the:- Strategic Imperatives
- Growth Opportunities
- Best Practices
- Companies to Action
Impacting your company's future growth potential.
| Deliverable Type | Frost Radar |
|---|---|
| Author | Alaa Saayed |
| Industries | Entertainment and Media |
| No Index | No |
| Is Prebook | No |
| Keyword 1 | Account-based marketing platforms |
| Keyword 2 | ABM market growth 2024 |
| Keyword 3 | ABM competitive landscape |
| Podcast | No |
| WIP Number | KA54-01-00-00-00 |