Read time 7 minutes
Why it matters:
Most marketers rely on Gartner's Critical Capabilities reports to evaluate marketing technology, but Gartner's standard use cases don't reflect every organization's unique priorities. The Optimove Business Fit Simulator changes that by enabling marketers to customize how capabilities are weighted for their organization, providing a customized score that reflects what actually matters to their teams.
This tool helps derisk technology decisions by moving beyond one-size-fits-all vendor comparisons to show exactly how Optimove aligns with specific marketing needs.
Note: Optimove has been recognized as a Visionary in Gartner's 2026 Magic Quadrant for Multichannel Marketing Hubs for the second consecutive year and ranked in the top 3 across all four use cases in the Critical Capabilities report.
Key takeaways:
Buying marketing software is hard. With dozens of vendors claiming overlapping capabilities, marketing teams increasingly prefer to research independently before engaging sales. They compare rankings, analyst reports, and try to build shortlists based on objective data.
Gartner's Critical Capabilities reports are especially valuable in this process. Unlike Magic Quadrants, which provide high-level vendor positioning, Critical Capabilities reports score each vendor from 0-5 across specific product capabilities, offering detailed functional analysis.
Gartner's 2025 Critical Capabilities for Multichannel Marketing Hubs evaluates vendors across 10 capabilities:
To help interpret these scores, Gartner groups them into four use cases: Journey & Campaign Execution, Real-Time Orchestration, Optimization & Prioritization, and Workflow Innovation. Each use case applies different weightings to the same 10 capabilities, showing how well a vendor supports specific marketing approaches.
While Gartner's use cases are helpful, they represent generalized scenarios that may not match an organization's priorities.
Some teams may place heavy emphasis on Multichannel Execution because they run frequent cross-channel campaigns. Others may prioritize Prescriptive Intelligence or GenAI & Configurable AI Agents to support advanced decision-making. Still others might need a completely different capability mix based on their market, team structure, or strategic goals.
In practice, there's no single "correct" weighting that works for all organizations. Marketing teams need a more flexible way to evaluate how platforms fit their specific needs.
The Optimove Business Fit Simulator puts marketing teams in control of the evaluation process. Built on Optimove's actual Gartner Critical Capabilities scores across all 10 capabilities, the tool allows teams to:
Customize what matters most - Users can adjust the importance of each capability using intuitive sliders. Teams that want to emphasize AI capabilities can increase the weight for GenAI & Configurable AI Agents and Prescriptive Intelligence. Organizations needing stronger multichannel execution can adjust accordingly.
See instant results - Customized Business Fit Scores update in real time as users change weightings, showing exactly how well Optimove aligns with their priorities.
Understand the details - Marketing teams can view Optimove's individual scores for each capability alongside their customized overall fit, helping them identify specific areas of strength.
Make informed decisions - Organizations can compare how different priority scenarios affect Optimove's fit for their needs, helping them evaluate whether the platform matches their team's requirements.
The simulator transforms Gartner's static report into an interactive, customized experience:
This approach ensures marketing teams evaluate Optimove based on what their organization actually needs, not just standard industry use cases.
Traditional vendor evaluation relies on generic comparisons that may not reflect organizational reality. A vendor ranked highly for "Real-Time Orchestration" might not be the best fit if a team actually prioritizes campaign generation and collaboration over real-time capabilities.
The Business Fit Simulator addresses this by:
Marketing teams can explore how Optimove fits their specific needs by trying the Business Fit Simulator today and discovering how customizing capability weightings changes their evaluation.
Access the Simulator here
The tool is free to use and requires no registration. Teams can adjust weightings, explore different scenarios, and generate customized Business Fit Scores in minutes.
Optimove has been recognized as a Visionary in Gartner's 2026 Magic Quadrant for Multichannel Marketing Hubs for the second consecutive year. In the companion Critical Capabilities report, Optimove ranked in the top 3 across all four use cases, demonstrating strong performance regardless of marketing approach or organizational priorities.
The Business Fit Simulator is based on Optimove's actual scores from Gartner's 2025 Critical Capabilities report, providing transparency into exactly how the platform performs across each evaluated capability. Optimove achieved particularly strong scores in areas of AI-powered orchestration, multichannel execution, and prescriptive intelligence.
Gartner's Magic Quadrant for Multichannel Marketing Hubs is a companion report to the Critical Capabilities analysis:
Together, these reports provide comprehensive evaluation frameworks for marketing technology decisions. The Business Fit Simulator builds on this foundation by allowing organizations to apply their own strategic priorities to the evaluation process.
Gartner, Critical Capabilities for Multichannel Marketing Hubs,
by Tia Smart, Audrey Brosnan, Greg Carlucci, Suzanne Schwartz, Julian Poulter, Matt Moorut, Julia Multedo, Publication date: 23 September 2025
*Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose.
Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.
Optimove Business Fit Simulator
Evaluate how Optimove fits your marketing priorities using an interactive tool based on Gartner’s 2025 Critical Capabilities. Customize weightings. See your Business Fit Score instantly.
Roni is a Marketing Operations Manager in Optimove's Marketing team.
As the Marketing Operations Manager, Roni specializes in data analysis to support internal teams and marketing strategy, digital lead generation to drive and optimize new opportunities, and AI-driven operations that enhance marketing efficiency and performance. Roni holds a dual degree in Psychology and Business from Reichman University (IDC Herzliya).
