According to Ovum analysts, "MRP Prelytix differentiates itself in the ABM market with its end-to-end approach that spans the complete ABM cycle and with its pervasive use of AI to generate actionable insights." Ovum attributed the highest scores to those providers with the most advanced capabilities across functional categories from marketing execution to pervasive use of AI: NLP and ML, as well as market execution capabilities including serving multiple B2B industries and global and regional support personnel. MRP emerged as the one vendor with the most rankings of “advanced capability” in almost every category.