Comparison
Capability
Real Buyer Insight
(CIO, CISO, CFO, CTO)
(CIO, CISO, CFO, CTO)
Narrative + Positioning
Advisory
Advisory
Campaign & Channel
Planning
Planning
Enterprise Messaging
Rebuild
Rebuild
Executive-Level Sales
Enablement
Enablement
Event & Advisory
Integration
Integration
Content Strategy with
ICP Alignment
ICP Alignment
Live Market Testing &
Feedback Loops
Feedback Loops
Access to Strategic
Buyer Committees
Buyer Committees
Platform-Led + Human
Advisory Hybrid
Advisory Hybrid
Factor
Yes – based on
1000s of interviews
1000s of interviews
Yes – built from
buyer triggers
buyer triggers
Yes – hands-on,
channel-specific
channel-specific
Yes – tailored
by function/vertical
by function/vertical
Yes – sales plays,
hooks, objections
hooks, objections
Yes – access to
1:1s + roundtables
1:1s + roundtables
Yes – mapped
to buyer journey
to buyer journey
Yes – tested via
real execs + events
real execs + events
Yes – across AU,
SEA, UKI
SEA, UKI
Yes – Decisions™
+ Analysts
+ Analysts
GTM Consultants
No – rely on
assumptions
assumptions
Yes – varies in
quality
quality
Often generic
Sometimes
Often light
Sometimes
included
included
No platform
ABM Platforms
No – rely on
digital signals
digital signals
No – not
included
included
Yes – through
platform tools
platform tools
Partial – via
analytics
analytics
Via
campaign data
campaign data
Platform only
Gartner, Forrester, etc
Limited – high-level
research
research
Sometimes via
published reports
published reports
High-level
only
only
Analysts + Platform
(Not ABM)
(Not ABM)
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