Gartner defines B2B marketing automation platforms as software that supports lead generation, lead management, lead scoring and lead nurturing activities across multiple marketing channels. The main goal of these systems is to capture, qualify and nurture leads to the point that they are sales-ready, then align them to the appropriate sales team member(s) to drive toward a closed deal. B2B marketing automation platforms assist with data cleansing (by eliminating incomplete or redundant lead information) and lead augmentation (by providing additional data about prospects). B2B marketing automation platforms are designed to primarily support B2B use cases, but they may also be applicable to B2C organizations selling high-consideration products and/or B2B2C models with more complex, indirect sales processes.
This market examines the global market for customer service and support applications that enable customer service and support agents to engage customers through their preferred communication channel. It covers a wide range of customer service applications for organizations with customer engagement centers (CECs), ranging from very small (fewer than 20 agents) through average size (50 agents) to very large, and distributed centers (over 10,000 agents). At the heart of a CEC is the need for a CRM application with the customer record (typically including account, contact information, purchase history, service history, and open marketing offers). Its core system function is case management, which can sometimes be referred to as incident management, trouble ticketing or problem resolution. It requires a strong ability to create, split, federate, join, assign and escalate cases, often in a collaborative environment.
Gartner defines CRM for biotechnology and pharmaceutical (biopharmaceutical) companies as systems that support the automation of sales activities, processes and administrative responsibilities for companies’ sales professionals. Gartner considers CRM to be foundational technology, implemented to automate a company’s core sales enablement processes — those that are integral to its selling model and to ensuring regulatory compliance. The market consists of vendors offering technologies to enable the biopharmaceutical selling model. Foundational functionality includes account management, call planning, call reporting, sample management (including electronic signature capture), time-off territory management, offline functionality, mobile reporting and remote engagement capabilities. Selling to healthcare institutions also requires functionality for account planning, team selling, tactic management and analytics.
An Enterprise Low-code application platform (LCAP) provides rapid application development and deployment using low-code and no-code techniques such as declarative, model-driven application design and development together with the simplified one-button deployment of applications. An LCAP typically creates metadata and interprets that metadata at runtime and abstracts the underlying server infrastructure for ease of use; many also allow optional procedural programming extensions. LCAP supports: • UI capabilities via responsive web and mobile apps • Orchestration or choreography of pages, business process, and decisions or business rules • Built-in database • "One button" deployment of applications
The intelligent business process management suite (iBPMS) market is the natural evolution of the earlier BPMS market, adding more capabilities for greater intelligence within business processes. Capabilities such as validation (process simulation, including "what if") and verification (logical compliance), optimization, and the ability to gain insight into process performance have been included in many BPMS offerings for several years. iBPMSs have added enhanced support for human collaboration such as integration with social media, mobile-enabled process tasks, streaming analytics and real-time decision management.
Gartner defines Partner Relationship Management (PRM) applications as supporting channel sales personnel — that is, channel sales leaders, channel account managers, channel program managers and channel marketing resources (which also include the sales partners' resources at all levels) — to devise strategies and provide functions that control and ease joint sales activities. PRM applications ensure an effective execution of an organization's channel management strategy by enabling close-knit integration with the organization's CRM, ERP and marketing automation applications. Furthermore, they enable an organization to put together a robust application framework to drive and grow channel business in new markets or new geographies, along with their indirect channel partners. Finally, PRM applications enhance channel collaboration and empower the channel partners to drive channel revenue and improve the brand image of the organization.
Gartner defines sales force automation (SFA) as systems that support the automation of sales activities, processes and administrative responsibilities for organizations' sales professionals. Gartner considers SFA to be foundational technology, implemented to automate an organization's core sales processes. The core functionalities of the SFA market include: • Account, contact and opportunity management • Sales activity management • Sales forecasting • Mobile applications • Reporting • Partner relationship management (PRM) • Platform capabilities