Businesses navigating an increasingly complex data ecosystem are rapidly transforming the Customer Data Platform (CDP) landscape. With the acceleration of first-party data strategies, prompted by evolving privacy regulations and the reduced reliance on third-party cookies, organizations are prioritizing data integration, security, and compliance more than ever. The demand for real-time, data-driven personalization and engagement has further propelled the evolution of CDPs, making them a key enabler of modern marketing and customer experience strategies. As CDPs mature, they are evolving beyond foundational data unification to support broader capabilities such as orchestration, decision-making, activation, and consent management. Growing interest in composable architectures, increasing integration with MarTech and AdTech ecosystems, and deeper AI capabilities further shape the CDP market. Additionally, industry-specific CDP models are gaining traction as enterprises seek solutions tailored to the unique data needs of sectors such as retail, healthcare, and financial services. This compendium provides comprehensive and fact-based snapshots of 25 CDP providers. Each profile offers a detailed overview of the provider’s vision and strategy, adoption across enterprise segments and geographies, investments, partnerships, case studies, and strengths and limitations.

The fragmented state of the Content Supply Chain (CSC) significantly hinders efficient content creation and collaboration across diverse MarTech platforms. This fragmentation leads to redundancies, inconsistent messaging, and increased time spent coordinating between disconnected tools and teams. While generative AI enables scalable solutions that can automate and accelerate content production, successfully integrating these innovations into existing, often isolated systems continues to pose considerable challenges. Enterprises are actively realizing the strategic value of unified CSC solutions to achieve seamless content workflows and improve alignment with marketing objectives. As demand for unified systems grows, providers are uniquely positioned to bridge these technology gaps by offering integrated solutions that consolidate tools and streamline content-related processes. Ultimately, providers not only enhance operational efficiency but also improve transparency and visibility into content performance and RoI metrics. This compendium provides accurate, comprehensive, and fact-based snapshots of 25 CSC providers. Each profile offers a detailed overview of the provider’s service focus areas, including adoption by geography, industry, and buyer size, recent developments and investments, key Intellectual Property (IP) / solutions, and case studies.

As businesses navigate a rapidly evolving marketing landscape, providers are becoming key partners in delivering seamless data-driven customer experiences. The rise of omnichannel marketing and increased demand for hyper-personalization are driving enterprises to adopt marketing providers as strategic extensions of their marketing teams. These providers have evolved from traditional providers to integrated partners, leveraging emerging technologies such as agentic AI, advanced analytics, and intelligent automation to enable real-time customer engagement, agile campaign execution, and measurable business impact. Key trends such as integrated, full-service models are reshaping the outsourcing market. These models are gaining momentum as enterprises seek to unify creative, data, and technology capabilities under a single partner for streamlined execution. In this report, we assess 30 marketing providers featured on the Marketing Services PEAK Matrix® Assessment 2025. Each profile provides a comprehensive overview of providers’ key strengths and limitations. The report will assist stakeholders (service providers, enterprises, and technology providers) to better understand the current state of the marketing provider landscape. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2025, interactions with leading providers, client reference checks, and an ongoing analysis of the marketing services market Contents In this report, we examine: 30 marketing providers’ capabilities and offerings Providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Providers’ key strengths and limitations

Technological advancements, evolving consumer behaviors, and regulatory changes are set to significantly influence the next phase of marketing. Watch our in-depth webinar on the evolving marketing landscape with Everest Group experts Nisha Krishan, Vice President, Ravi Varun, Senior Analyst, and Vaani Sharma, Senior Analyst. Our panel explored the crucial market shifts that will impact decision-makers, as well as the key strategies to resonate deeply with consumers of the future. Attendees took away insights into driving business growth and staying competitive in this new era of marketing, built on cutting-edge research and expert guidance. What questions did the webinar answer for the participants? How can leadership (CMOs, CTOs, and CIOs) adapt to the shift from Total Addressable Market to Total Addressable Need to deliver more customer-centric strategies? What are the most impactful trends (such as AI, MarTech expansion, and sustainable marketing) shaping the future of marketing, and how can CMOs capitalize on them? What actionable steps can CMOs and CXOs take to optimize their marketing mix, measure success, and stay ahead in a rapidly evolving landscape?

As enterprises increasingly focus on delivering personalized experiences at scale, AI has become a key enabler in transforming customer data activation, scalable content supply, and marketing operations. Adobe remains a leader in experience services, leveraging AI-driven solutions such as Real-Time Customer Data Platform, Content Supply Chain, and Workfront to address evolving enterprise needs. To gain a competitive edge, providers are strategically aligning with Adobe, adopting AI-led joint go-to-market approaches, and enhancing their capabilities in co-innovation and specialized offerings. This compendium provides comprehensive and fact-based snapshots of 27 providers, highlighting their capabilities and offerings in Adobe services. Each profile offers a detailed overview of the provider’s service focus, key IP/solutions, and domain investments. This research will enable buyers to select the best-fit provider for their needs and empower providers to benchmark themselves against their competition. Scope All industries and geographies This report is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading providers, and an ongoing analysis of the Adobe services market Contents This report features 27 Adobe services provider profiles, which include: An overview of the Adobe services providers Providers’ cases and proprietary solutions Partnerships and other investments Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The content supply chain (CSC) continues to face significant fragmentation, with enterprises struggling to scale content creation and manage a wide range of MarTech platforms and creative workflows. This fragmentation limits the ability to track ROI effectively, stifles the development of cohesive content strategies, and complicates collaboration across teams. While Generative AI holds the potential to streamline workflows and enhance content production scalability, the main hurdle lies in integrating disparate systems to deliver real-time, personalized customer experiences. As enterprises seek integrated CSC solutions to address these challenges, service providers have a crucial opportunity to bridge these gaps by unifying MarTech ecosystems. Doing so can not only improve operational efficiency but also provide clear insights into performance and ROI, ultimately driving the success of content strategies. In this report, we analyze 25 CSC service providers featured on Everest Group’s PEAK Matrix® framework based on their capabilities. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading CSC service providers, client reference checks, and an ongoing analysis of the CSC services market Contents In this report, we: Analyze 25 CSC service providers Examine key trends in the CSC services industry Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Memberships Marketing and Interactive Experience Sourcing and Vendor Management

Digital commerce is entering a transformative phase, driven by innovative trends and evolving enterprise needs. B2B commerce is expanding as organizations increasingly adopt digital platforms to streamline procurement, enable self-service, and deliver personalized experiences, particularly in sectors like manufacturing and healthcare. Social commerce is revolutionizing how brands connect with consumers, with social platforms incorporating retail functionalities, leveraging influencer-driven marketing, and fostering community engagement. Similarly, AI in commerce is enhancing customer satisfaction and operational efficiency through hyper-personalized recommendations, dynamic pricing, and supply chain optimization. Marketplaces are emerging as key growth areas, with enterprises building curated ecosystems to diversify revenue streams and cater to specialized markets. Composable commerce is also gaining traction, empowering businesses to adopt modular, API-first architectures for greater agility and innovation. This report explores the definition and landscape of digital commerce, its market size, emerging themes like social commerce and AI, and the implications for service providers and technology vendors. Scope All industries and geographies Contents In this report, we cover: Digital commerce platforms and services market overview Digital commerce SCALE framework for enterprises to invest across areas of social commerce, composable commerce, AI in commerce, B2B commerce, and marketplaces Implications and future roadmap for service providers and technology providers Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The MarTech landscape is transforming dynamically due to the rising demand for sophisticated marketing tools. The rapid emergence of new tools empowers businesses to deliver seamless, hyper-personalized customer experiences. Key innovation areas include Customer Data Platforms (CDPs), AI-driven personalization, omnichannel marketing automation, and predictive analytics. These platforms enable organizations to connect with customers in real time, improving engagement and building loyalty. India is a pivotal growth market in this global trend, attracting substantial investments due to its robust MarTech start-up ecosystem. Additionally, Indian companies are at the forefront of developing tailored solutions that meet the unique needs of local and international markets. This innovation surge presents a lucrative opportunity for investors, IT service providers, and tech firms to capitalize on the MarTech boom. In this report, we analyze the MarTech space, including global and Indian market trends, growth opportunities, and acquisition success stories. The report includes a MarTech market overview, high-growth investment segments, and the global and Indian funding landscapes. It also offers strategic insights for investors and IT service providers to navigate and leverage the evolving MarTech ecosystem. Scope All industries and geographies Contents In this report, we Analyze the MarTech space Examine global and Indian market trends, high-growth investment segments, and acquisition success stories Evaluate implications for IT service providers and the investor community Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The Adobe services market is evolving rapidly, with enterprises intensifying their digital transformation efforts to deliver hyper-personalized, data-driven experiences. Adobe is at this shift’s forefront, offering an extensive portfolio across creative, experience, and document cloud solutions. Through AI, ML, and generative AI capabilities, Adobe empowers organizations to innovate in content creation, streamline workflows, and build impactful customer journeys at scale. Enterprises are increasingly engaging in strategic partnerships with Adobe service providers to leverage specialized expertise and unlock high-value, tailored solutions that address unique industry needs. Providers are investing significantly in talent and developing advanced accelerators to optimize Adobe solution implementation. They are prioritizing joint go-to-market (GTM) strategies to strengthen their positions as strategic partners for Adobe-driven initiatives. These partnerships enable providers to align with enterprise goals, drive efficient digital transformation, and enhance customer engagement through scalable content generation, data activation, and efficient marketing operations. In this report, we analyze the Adobe services market, including enterprise demand trends, deal characteristics, and provider strategies. The report evaluates key enterprise priorities and best practices to maximize Adobe services adoption and offers actionable insights for businesses navigating the evolving Adobe ecosystem. Scope All industries and geographies This report is based on interactions with leading IT service providers and client reference checks as part of the Adobe Services PEAK Matrix® Assessment Contents In this report, we explore: Adobe services market overview with market size segmentation by geography, industry, service type, and buyer size The Adobe services market’s evolution and its transformation over the years Adobe services deal’s characteristics, including top enterprise priorities, key challenges, and a matrix for assessing providers for Adobe engagements Enterprise demand trends, covering key Adobe services demand areas, cross-industry use cases, and generative AI trends Key takeaways for enterprises and implications for IT service providers Membership(s) Marketing and Interactive Experience Outsourcing Excellence

In today’s rapidly evolving digital landscape, strategic partnerships and alliances are vital for BigTech firms such as Microsoft, Google, and Salesforce to maintain a competitive edge and foster innovation. As these tech giants navigate advances in cloud computing, AI, and multi-cloud environments, their ability to manage and leverage diverse partner ecosystems has become a key factor in their success. Partnerships not only drive sales growth but also enable BigTech firms to enhance product offerings, expand market reach, and innovate collaboratively. Currently, partnerships account for 25-47% of BigTech sales, and with increasing user adoption, this figure is poised to surpass 50% across channels such as such as value-added resellers, managed service providers, independent software vendors, and global system integrators. This viewpoint explores the trends, challenges, and opportunities within these partnerships, gathering insights from partner feedback to uncover key pain points. It also outlines best practices and key performance indicators and provides a forward-looking framework designed to help BigTech firms optimize and evolve their partnership models, ensuring sustained growth and success in an increasingly complex technology environment. Scope All industries and geographies Contents In this viewpoint, we focus on the current state and future of channels and alliances and the key challenges that face them. Memberships Enterprise Platform Services (EPS) Cloud and Infrastructure Services Marketing and Interactive Experience Sourcing and Vendor Management