Account-based orchestration platforms provide a centralized solution for aligning sales and marketing teams around shared account-based strategies. These platforms support the identification, targeting, engagement, and measurement of high-value accounts across multiple channels.
At the core of these platforms is the ability to unify account data, such as buyer intent signals, firmographic information, and behavioral insights, into a single, consistent view. This unified data enables organizations to implement strategic account-based marketing (ABM) campaigns, create dynamic account segments, prioritize outreach, and coordinate personalized engagement across various touchpoints like advertising, email, direct mail, web, and sales activities.
These platforms often integrate with customer relationship management (CRM) software and marketing automation systems to ensure account-based efforts are fully aligned with existing sales and marketing workflows. They also pull in data from buyer intent and marketing account intelligence tools to help identify in-market accounts and optimize targeting strategies.
While some software may offer account-based execution features (such as advertising or direct mail), account-based orchestration platforms are distinguished by their ability to coordinate multichannel engagement and provide full visibility into performance at the account level.
Account-based orchestration platforms may overlap with categories such as account-based advertising, account-based direct mail, and account-based web and content experience software, but they serve as the strategic hub for executing and optimizing ABM efforts.
To qualify for inclusion in the Account-Based Orchestration category, a product must:
Provide a unified and consistent view of accounts using data such as buyer intent, firmographics, behavioral signals, and personas
Match leads to accounts and consolidate data across systems such as CRM, marketing automation, and third-party data sources
Enable segmentation of target accounts and coordinate multichannel engagement strategies across marketing and sales
Offer measurement and reporting capabilities for account-based programs and qualify for inclusion in the account-based analytics category
