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  • Provider Compendium

    June 27, 2025
    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.
  • Provider Compendium

    June 27, 2025
    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.
  • Viewpoint

    June 11, 2025
    As marketing becomes more digital, dynamic, and data-intensive, enterprises face growing pressure to deliver personalized, real-time experiences that drive measurable results. Traditional systems of record and engagement merely store data or manage interactions, but they do not convert insights into action. Despite access to rich customer insights, marketing teams remain burdened by disconnected tools, manual processes, and delayed execution. Systems of Execution address this gap by processing behavioral signals, applying AI-driven decision-making, and autonomously orchestrating actions across the marketing value chain. This report explores how Systems of Execution transform fragmented MarTech environments into unified, AI-powered ecosystems that act, automating personalization, journey orchestration, and campaign optimization across touchpoints. Designed for CMOs and CIOs, the report highlights how Systems of Execution enables adaptive engagement, accelerates decision-making, and improves key outcomes, from customer lifetime value to marketing RoI. Scope All industries and geographies Contents In this report, we examine: What Systems of Execution means for marketing Pre- Systems of Execution and post- Systems of Execution tech stack Functional transformation through Systems of Execution in marketing The Systems of Execution implementation roadmap in marketing Strategic Systems of Execution considerations for CMOs and CIOs
  • Thematic Report

    May 26, 2025
    Agentic AI is redefining the future of marketing and Customer Experience (CX). Unlike traditional AI, which requires human initiation, agentic AI systems are autonomous, goal-driven agents capable of managing CX and marketing workflows end-to-end – acting, adapting, and optimizing in real time. Agentic AI shifts the model from funnel-based sequences to goal-driven journeys, where agents act on intent, not just clicks. AI agents can dynamically personalize interfaces, make autonomous decisions, and coordinate actions across commerce, loyalty, campaigns, and content platforms. For enterprises, agentic AI means a fundamental shift – from siloed automation to full autonomy, requiring rethinking talent, governance, and value delivery in the age of self-optimizing experiences. Enterprises that invest early in agentic design, orchestration, and governance will lead the next wave of CX innovation. The report outlines how this paradigm shift moves brands from campaign-based, channel-centric interactions to intelligent, intent-based, and outcome-oriented customer journeys. It provides a maturity framework for the adoption of agentic AI in marketing and interactive experiences. It also examines how leading MarTech providers, such as Salesforce, Adobe, and Oracle, are evolving offerings to support agentic AI, while start-ups and providers are accelerating innovation in building, deploying, and orchestrating AI agents. Scope All industries and geographies Services: marketing and interactive experiences Contents In this report, we examine: The evolution of AI The agentic AI framework and its applications in transforming the marketing and CX landscape Agentic AI’s impact on talent strategies, pricing strategies, and potential adoption challenges Big MarTech providers’ agentic AI offerings A few emerging start-ups in the agentic AI space Memberships Marketing and Interactive Experience Sourcing and Vendor Management
  • PEAK Matrix®

    May 26, 2025
    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
  • Thematic Report

    April 25, 2025
    As lead management evolves into a strategic, cross-functional discipline, trailblazing platforms are enabling businesses to streamline lead capture, qualification, nurturing, and conversion. This report assesses 17 technology providers offering lead management solutions that support sales and customer engagement processes. It evaluates providers across four key dimensions: business maturity, technology capabilities, process coverage, and talent strategies, and highlights differentiators in omnichannel engagement, predictive scoring, and workflow automation. Furthermore, it offers insights for enterprises seeking to enhance lead management practices and align marketing, sales, and customer success functions. Scope All industries and geographies Contents In this report, we cover: Key trends shaping the lead management landscape Core capabilities across the lead management value chain Drivers and barriers to adopting lead management platforms Leading solutions’ differentiating features, including AI and automation A comparative assessment of trailblazing technology providers

  • April 09, 2025
    In today’s dynamic talent market, organizations must actively monitor key roles and skills, both in-demand and emerging, to enable strategic workforce planning. Higher demand may indicate more significant competition for talent or a higher risk of attrition, making it vital to analyze talent demand trends to anticipate external competition and identify leading industries for talent acquisition. Everest Group’s half-yearly report offers insights into monthly IT services talent demand trends across India, highlighting top industries, roles, and skills based on H2 2024 demand. Leveraging data from our Talent Genius™ tool, this report comprehensively analyzes the current talent market, empowering organizations to stay competitive, plan for future workforce needs, and make informed talent acquisition decisions. Scope Industry: IT services Geography: India Contents In this report, we analyze talent demand trends in India's IT services sector on a national scale. Additionally, we provide detailed profiles of 15 major Tier-1 and Tier-2 cities, offering insights into talent demand trends, top industries, key roles, and essential skills in each location.
  • Tech Launch Perspective

    April 07, 2025
    Agentic AI is redefining Customer Experience (CX) orchestration by making it adaptive, proactive, and autonomously scalable. It connects systems and humans, enabling organizations to deliver highly personalized, emotionally intelligent, and contextually aware interactions at scale. At Adobe Summit 2025, Adobe made several announcements, highlighting its commitment to integrating AI into CX management and marketing. Adobe’s latest product innovations integrate agentic AI agents from Adobe and third-party ecosystems, commercially secure foundational AI models, and extensive first-party data insights across Adobe applications. Some key summit themes included CX orchestration, generative AI in content creation, enhanced B2B marketing, and agentic AI integration. In this report, we examine Adobe’s market positioning, new announcements, and challenges it faces for its narrative on AI-powered CX orchestration. The report explores how Adobe continues to enhance its narrative and market offerings for AI through its offerings. It analyzes AI-powered CX orchestration adoption drivers and inhibitors. Additionally, the report offers valuable insights for IT decision-makers to assess Adobe’s AI strategy, strengths, and growth opportunities, focusing on its Experience Cloud. Scope All industries and geographies This assessment is based on Everest Group’s review of Adobe Summit 2025 Contents In this report, we: Offer an overview of the AI-powered CX orchestration, highlighting its key drivers and inhibitors Examine Adobe’s positioning in the CX orchestration market Review product announcements made at the Adobe Summit 2025
  • PEAK Matrix®

    April 07, 2025
    As businesses adapt to an increasingly complex data ecosystem, Customer Data Platforms (CDPs) continue to expand beyond simple data aggregation. Stricter data privacy regulations, third-party cookies’ decline, and the growing demand for personalized customer experiences are driving enterprises to adopt CDPs as a core component of their MarTech stack. These platforms have evolved from basic data management tools to intelligent, AI-driven ecosystems that facilitate customer engagement, campaign orchestration, and real-time decision-making. Several trends are reshaping the CDP market. Composable architectures are gaining traction, enabling organizations to build flexible, modular data environments. AI-powered analytics and automation are enhancing customer insights and driving hyper-personalized engagement. Additionally, improved security and compliance capabilities are helping organizations align with evolving data privacy laws. Industry-specific CDPs are also emerging tailored to retail, healthcare, and financial services sectors, addressing unique data challenges and regulatory requirements. In this report, we assess 25 CDP technology providers featured on the CDP Products PEAK Matrix® Assessment 2025. It assesses vendors based on their technology capabilities, market adoption, and value proposition. Each profile provides a comprehensive overview of providers’ key strengths and limitations and includes enterprise sourcing considerations. The report enables buyers to select the right-fit technology provider for their needs and empowers technology providers to benchmark themselves against their competition. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2025 interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we: Examine 25 CDP providers’ capabilities and offerings Position providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations
  • Tech Launch Perspective

    March 12, 2025
    Telecom-specific AI-powered solutions will be vital in optimizing telecom infrastructure and delivering next-generation connectivity as 5G, Open RAN, and network disaggregation gain momentum. The industry is significantly transforming, with Large Language Models (LLMs) and Small Language Models (SLMs) being increasingly adopted to automate, optimize, and enhance network operations, customer service, and infrastructure planning. Unlike generic AI models, industry-specific LLMs and SLMs are designed to understand, process, and generate telecom-relevant insights, making them more efficient and accurate for domain-specific applications. SLMs are particularly valuable for low-power, real-time AI applications, making AI-driven network optimization and diagnostics more scalable. This LLM integration offers numerous benefits, including improved efficiency, personalized customer interactions, and advanced network optimization. In this report, we explore NetoAI’s SLM product TSLAM 1.5B's transformative potential, examining its key features and impact on network management, customer support, and security assistance. We also provide insights into its market positioning, key benefits, and broader implications for telecom enterprises as they cost-effectively adapt to sustainable standards. Scope All industries and geographies Contents In this report, we: Provide insights into the global telecommunications industry Examine NetoAI’s current positioning and alignment among telecommunication enterprises Explore the features, benefits, and challenges of NetoAI’s product TSLAM 1.5B Membership(s) Application Services Artificial Intelligence (AI) Banking and Financial Services Information Technology Cloud and Infrastructure Services Clinical Development Technology Cybersecurity Data & Analytics Digital Services Digital Workplace Enterprise Platform Services (EPS) Healthcare Payer and Provider Information Technology Insurance Information Technology Marketing and Interactive Experience Life Sciences Information Technology Retail and CPG Sustainability Technology and Services Sourcing and Vendor Management