GTM AI Index

Index › Function 05 of 6 · October 2026 Edition

October 2026 Edition

GTM data and infrastructure

Shared plumbing: customer data, warehouses and reverse ETL, enrichment and verification, identity, automation, consent. All 17 of its categories are scored, and rescored every edition.

Standing in gtm data and infrastructure

First-choice share across the direct, paraphrase, budget and scale prompts, all fourteen models, for the seventeen gtm data and infrastructure categories scored in the October 2026 Edition.

GTM data and infrastructure

Small business and mid-market share a leader. Enterprise differs.

Google Tag ManagerClear leader

100%▲+2Since September 2026: 98% → 100%, +2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

81%▲+4Since September 2026: 77% → 80%, +4 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

Tealium iQ Tag ManagementClear leader

49%▲+6Since September 2026: 47% → 52%, +6 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Data enrichment

Small business and mid-market share a leader. Enterprise differs.

Apollo.ioClear leader

77%▼−2Since September 2026: 76% → 74%, −2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

73%▲+1Since September 2026: 70% → 71%, +1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

ZoomInfoClear leader

62%▲+15Since September 2026: 46% → 61%, +15 points. Past the 11-point floor: movement. Read over the models both editions asked.

GTM data and infrastructure

Small business and mid-market share a leader. Enterprise differs.

Google Analytics 4Clear leader

Adobe AnalyticsClear leader

GTM data and infrastructure

Dashboards and data visualization

One leader in all three segments

Microsoft Power BIClear leader

37%▲+1Since September 2026: 36% → 37%, +1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

52%▼−11Since September 2026: 62% → 51%, −11 points. Past the 11-point floor: movement. Read over the models both editions asked.

58%▼−11Since September 2026: 70% → 58%, −11 points. Past the 11-point floor: movement. Read over the models both editions asked.

GTM data and infrastructure

Customer data platforms

Small business and mid-market share a leader. Enterprise differs.

SegmentClear leader

35%▼−3Since September 2026: 39% → 36%, −3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

49%▲+3Since September 2026: 48% → 51%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

Salesforce Data CloudContested

34%▼−7Since September 2026: 41% → 34%, −7 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Address verification tools

One leader in all three segments

SmartyClear leader

GTM data and infrastructure

Email verification

Mid-market and enterprise share a leader. Small business differs.

BouncerContested

27%▼−10Since September 2026: 33% → 23%, −10 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

ZeroBounceClear leader

42%▲+12Since September 2026: 29% → 42%, +12 points. Past the 11-point floor: movement. Read over the models both editions asked.

50%▲+2Since September 2026: 51% → 53%, +2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Data warehouse and reverse ETL for marketing

One leader in all three segments

HightouchClear leader

41%▲+1Since September 2026: 39% → 40%, +1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

40%▼−4Since September 2026: 42% → 38%, −4 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

43%▼−1Since September 2026: 44% → 43%, −1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Data management platforms

Small business and mid-market share a leader. Enterprise differs.

SegmentContested

28%▲+14Since September 2026: 16% → 30%, +14 points. Past the 11-point floor: movement. Read over the models both editions asked.

37%▲+25Since September 2026: 18% → 42%, +25 points. Past the 11-point floor: movement. Read over the models both editions asked.

Salesforce Data CloudContested

21%▲+3Since September 2026: 20% → 23%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Product analytics

Mid-market and enterprise share a leader. Small business differs.

PostHogClear leader

50%▲+3Since September 2026: 43% → 46%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

Amplitude AnalyticsClear leader

34%▲+3Since September 2026: 32% → 35%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

56%▲+4Since September 2026: 53% → 57%, +4 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Session replay and heatmaps

Small business and mid-market share a leader. Enterprise differs.

Microsoft ClarityClear leader

FullstoryContested

GTM data and infrastructure

Consent and privacy management

A different leader in every segment

CookieYesClear leader

46%▼−1Since September 2026: 48% → 47%, −1 point. Inside the 11-point floor: within noise. Read over the models both editions asked.

OsanoContested

31%↗new leaderNew leader since September 2026: Osano (27%) replaces Enzuzo (25% then, 9% now), 18 points clear, past the 11-point floor.

OneTrustClear leader

63%▲+6Since September 2026: 55% → 60%, +6 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

GTM data and infrastructure

Workflow automation and iPaaS

Mid-market and enterprise share a leader. Small business differs.

MakeClear leader

44%▼−6Since September 2026: 50% → 44%, −6 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

WorkatoClear leader

28%▼−13Since September 2026: 38% → 25%, −13 points. Past the 11-point floor: movement. Read over the models both editions asked.

42%▲+13Since September 2026: 29% → 43%, +13 points. Past the 11-point floor: movement. Read over the models both editions asked.

GTM data and infrastructure

Data clean rooms

Mid-market and enterprise share a leader. Small business differs.

AWS Clean RoomsContested

Snowflake Data Clean RoomsContested

GTM data and infrastructure

Customer intelligence and data science

A different leader in every segment

HubSpot CRMContested

24%↗new leaderNew leader since September 2026: HubSpot CRM (22%) replaces Google Analytics 4 (19% then, 8% now), 14 points clear, past the 11-point floor.

AmplitudeContested

18%↗new leaderNew leader since September 2026: Amplitude (19%) replaces Google Analytics 4 (16% then, 17% now), 2 points clear, inside the 11-point floor.

Adobe Customer Journey AnalyticsContested

13%▼−11Since September 2026: 24% → 14%, −11 points. Past the 11-point floor: movement. Read over the models both editions asked.

GTM data and infrastructure

Market intelligence platforms

Small business and mid-market share a leader. Enterprise differs.

Apollo.ioContested

ZoomInfoContested

GTM data and infrastructure

Identity resolution

A different leader in every segment

FullContact tiedContested

10%↗new leaderNew leader since September 2026: Hightouch Adaptive Identity Resolution (10%) replaces Twilio Segment Unify (15% then, 6% now), 4 points clear, inside the 11-point floor.

Hightouch Adaptive Identity ResolutionContested

12%▼−3Since September 2026: 17% → 14%, −3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.

Salesforce Data Cloud tiedContested

17%↗new leaderNew leader since September 2026: Salesforce Data Cloud (19%) replaces LiveRamp Identity Resolution (25% then, 15% now), 4 points clear, inside the 11-point floor.

Every gtm data and infrastructure category, every edition

All seventeen are scored in the October 2026 Edition and rescored every month. Each category page carries the leader, the products warned against, every model's answer prompt by prompt, the sources the answers cite, and every judgment made between the raw labels and the numbers. Subscribers receive every edition's files on the day it compiles.

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