What OPAL does

Opal is a Portland, Oregon-based enterprise SaaS company that sells a connected marketing planning and content operations platform. The platform unifies high-level marketing strategy, campaign planning, content calendars, visual content previews, workflow automation, and approvals in a single workspace, with the explicit purpose of connecting strategy directly to in-market execution. Its core product architecture is built around three modules — Campaign Planner, Project Boards, and Content Calendar — supplemented by 40+ integrations into social publishing (Sprinklr, Sprout Social, Khoros, Hootsuite), project management (Jira, Asana, Adobe Workfront, Wrike), and workflow tools (Slack, Zapier). The platform has progressively added generative AI capabilities, including the GPT-4-powered AI Text Translator (launched 2023) and the Gem AI co-pilot (launched 2026), targeting what the company calls the 'Alignment Tax' — the 20%+ of marketer time lost to chasing updates and reconciling plans. Opal is a privately held company founded in 2006, with no disclosed institutional funding since a 2016 Series B led by Accel totaling approximately $25.6M across all rounds; it acquired ATOMIZED in 2019 and has been recognized by Forrester in both the 2024 MRM Landscape and the 2026 MOM Landscape.

Opal serves large, distributed enterprise marketing organizations — typically 100+ marketers across multiple brands, regions, and channels — that require governance, visibility, and collaboration at scale. Named enterprise customers include Starbucks, Target, Microsoft, SAP (700+ users across 45+ teams in 20 countries), General Motors, Boeing, UnitedHealth Group, REI, IKEA, and Whole Foods. The business model is direct enterprise SaaS subscription, sold exclusively through field sales with personalized demos and a 14-day free trial; pricing is not publicly disclosed. GTM is anchored on thought leadership, including commissioned Forrester research with 151 CMOs and co-marketing partnerships with Forrester and the Content Marketing Institute. The platform is sold into verticalized landing pages for Software, Retail, Healthcare, Grocery, and QSR, indicating an intent to build industry-specific positioning. Headcount stands at 101–250 employees.

Name

OPAL

Legal name

Opal

Website

https://workwithopal.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Opal is a Portland-based enterprise SaaS platform that connects marketing strategy to execution through visual campaign planning, content calendars, and workflow automation. It serves large, distributed marketing organizations — including Starbucks, Microsoft, SAP, and Target — via direct enterprise sales.

Ownership category

akta.pro rank

Product category

Marketing Operations & Marketing Resource Management (MRM) Software

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181), Other Services Related to Advertising (54189)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

akta.pro secondary industry

Data App Builders (Forms, Portals & Internal Tools) (HDAEAKAK)

Keywords

• Marketing operations software
• Content collaboration platform
• Marketing resource management
• Enterprise campaign planning
• Marketing workflow automation

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription (Enterprise Licensing): Opal operates as a cloud-based SaaS platform on a subscription model, pricing on a per-seat or enterprise-wide basis with annual contracts. Target customers are enterprise marketing teams requiring multi-user access, collaboration, and governance capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Opal is a cloud-based SaaS marketing planning and content operations platform that connects high-level marketing strategy directly to individual content pieces and campaigns. It provides enterprise marketing teams a single visual workspace for Campaign Planner, Project Boards, and Content Calendar, augmented by Gem AI co-pilot, AI Text Translator, automated workflows, and integrations with social publishing, project management, and collaboration tools.

Product overview

Opal is a connected marketing planning platform for enterprise brands that unifies strategy, planning, content creation, collaboration, approvals, and publishing across multiple channels. The platform operates as a platform-plus-modules architecture centered around the Opal Platform with three core modules: Campaign Planner (strategic planning), Project Boards (visual project workspace), and Content Calendar (cross-channel scheduling). The platform includes AI-powered features (Gem AI co-pilot, AI Text Translator, AI Brainstorming, AI Content Writer), integrations with leading marketing platforms, and enterprise capabilities for multi-brand, multi-region marketing operations. Opal differentiates through true-to-life content visualization, connecting strategy directly to execution, and was recognized by Forrester in both the 2024 MRM Landscape Report and the 2026 MOM Landscape Report.

Differentiator

Problem solved

Functional benefit

Brands

• Gem AI: AI co-pilot feature that can answer marketing questions and perform marketing work; launched to address the 'Alignment Tax' problem in enterprise marketing

Products and services

• Opal Platform Cloud-based Connected Marketing SaaS platform for enterprise marketing teams that unifies high-level strategy, planning, content creation, collaboration, approvals, and publishing across multiple channels and teams.
• Campaign Planner Strategic campaign planning module that allows enterprise marketing teams to create and collaborate on plans that connect directly to in-market execution, showing how campaigns align to priorities.
• Project Boards Free-form visual workspace for brainstorming ideas, planning content, and managing creative projects across teams, regions, and channels.
• Content Calendar Central visual calendar providing a real-time overview of content marketing across all channels with week, month, and day views, drag-and-drop scheduling, and content conflict visibility.
• Gem AI AI co-pilot for enterprise marketing teams that answers marketing questions, performs real marketing work, and automatically surfaces relevant strategy, content, workflows, approvals, and performance signals behind initiatives.
• AI Text Translator Marketing-grade AI-powered text translation feature that uses GPT-4 to translate content into any language while preserving original tonality, format, brand terminology, and contextual meaning.
• Opal Integrations Suite of native integrations and an Easy-to-Connect API linking Opal to social publishing platforms (Sprinklr, Sprout Social, Khoros, Hootsuite, Dash Hudson, Facebook Ads Manager), project management tools (Jira, Asana, Wrike, Adobe Workfront, Airtable, Smartsheet, Monday.com), communication (Slack), and integration platforms (Zapier, Tray.io).

Quantifiable outcome

• 67% improvement in content approval time (from 3 weeks to 1 week)
• +9 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration40 records

AI capability6 records

Feature11 records

Partnerships

Two partnerships are on record, tiered core.

• Content Marketing Institute (CMI)coreStrategic or Co-development Partner · 1 February 2023CMI and Opal co-produce webinars and content addressing content operations and marketing efficiency. Joint webinars include 'Building a Better Content Machine' (featuring CMI's Robert Rose and Stephanie Stahl) and '3 Cs of Content Creation Management'. CMI serves as a thought leadership co-brand partner.
• Forrester ResearchcoreStrategic or Co-development Partner · 1 January 2023Opal commissioned Forrester to interview 151 CMOs, VPs, and Senior Directors of Marketing and produce a research report on the state of marketing. Jointly hosted a live webinar with Opal CEO George Huff and a Forrester principal analyst to present findings. Forrester subsequently recognized Opal in its 2024 MRM and 2026 MOM Landscape reports.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Adobe Workfront: Adobe Workfront is the most direct enterprise MRM/work management competitor to Opal, offering marketing project management, workflow automation, and resource planning for large marketing organizations. Like Opal, it targets enterprise marketing teams managing complex cross-functional campaigns.
• Monday.com: Monday.com is a work operating system used by enterprise marketing teams for project management, content calendars, and campaign planning. It competes with Opal on the marketing planning and collaboration layer, though it is a horizontal platform rather than a marketing-specialized one.
• Asana: Asana provides work management for marketing teams with content calendar, campaign planning, and approval workflows. It is integrated with Opal but is itself a competing solution for marketing planning and execution visibility.
• Wrike: Wrike offers marketing project management, approvals, and campaign planning for enterprise teams. It is integrated with Opal but competes for the marketing work management budget at large enterprises.
• Smartsheet: Smartsheet provides collaborative work management used by marketing teams for content calendars, campaign tracking, and approvals. It is integrated with Opal but competes for the same enterprise marketing planning use cases.
• ClickUp: ClickUp is a versatile work management platform with content calendar functionality frequently adopted by marketing teams. It competes with Opal on flexibility and price for marketing planning and collaboration.
• Percolate (Seismic): Percolate, now part of Seismic, was a marketing operations platform with content calendar and campaign management. It is one of the closest historical analogs to Opal's connected marketing planning approach.

Broad incumbents

• Sprinklr: Sprinklr is an enterprise customer experience platform with deep social media management capabilities. It is integrated with Opal for content publishing but operates more broadly as a social media and CX platform at enterprise scale.
• Hootsuite: Hootsuite is a social media management platform with content scheduling and publishing workflows used by enterprise marketing teams. It is integrated with Opal but offers broader publishing/analytics capabilities.

Emerging players

• CoSchedule: CoSchedule is a marketing calendar and scheduling platform serving small and mid-sized marketing teams. It is integrated with Opal but targets a smaller scale than Opal's enterprise focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/workwithopal
• Facebookfacebook.com/opal
• LinkedInlinkedin.com/company/opal-software

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OPAL