Sprinklr (CXM) and CreatorIQ said Tuesday they are collaborating to deliver an operating model that links creator intelligence with enterprise social media to help brands integrate, measure, and scale creator-led marketing alongside broader marketing strategies.

Under the partnership, CreatorIQ's Creator Graph intelligence infrastructure will feed directly into Sprinklr's enterprise social media reporting environment, allowing brands to assess creator, organic, and paid performance in one place, the companies said.

Financial details were not provided.

Shares of Sprinklr were up 1.8% in Tuesday premarket activity.