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.

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?

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

Rapid AI adoption is reshaping the enterprise technology landscape, driving businesses to seek solutions that enhance performance, streamline operations, and support innovation. Organizations seeking to harness AI are increasingly adopting hybrid AI models that offer flexibility, control, and cost efficiency. Lenovo is at the forefront of this movement with its Hybrid AI Advantage. The solution, developed in collaboration with NVIDIA, Intel, and VMware, delivers practical AI capabilities tailored to specific enterprise needs. The Hybrid AI Advantage offers a pre-integrated AI stack, edge-to-cloud compatibility, and the Lenovo AI Library with industry-specific templates for rapid AI deployment. It also enables enterprises to scale AI, ensuring smoother transitions to hybrid environments. In this report, we examine Lenovo’s market positioning, strategic partnerships, and challenges it faces in driving hybrid AI adoption. The report explores how Lenovo’s offerings empower organizations to simplify AI integration while prioritizing sustainability and social impact. It analyzes key hybrid AI adoption drivers and inhibitors. The report examines the platform’s capabilities, such as its pre-integrated AI stack and edge-to-cloud compatibility and improvement areas. It provides valuable insights for IT decision-makers to assess Lenovo’s AI strategy, strengths, and growth opportunities, focusing on hybrid cloud partnerships and balancing AI performance, compliance, and cost. Scope All industries and geographies This assessment is based on Everest Group’s review of Lenovo’s Hybrid AI Advantage solution Contents In this report, we: Offer an overview of the hybrid AI market, highlighting its key drivers and inhibitors Examine Lenovo’s positioning in the hybrid AI market Review Lenovo’s Hybrid AI Advantage Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Gen AI has revolutionized the marketing landscape, reshaping content creation and customer interactions. It holds immense potential to improve content generation, enhance customer engagement, increase conversion rates, and optimize marketing budget allocation. Enterprises can stay competitive in the ever-evolving digital realm by using gen AI to meet growing demands for personalized consumer experiences. In this report, we explore gen AI use cases across various segments of marketing services, including customer interactions, content creation, campaign management, marketing support, media channels, data analytics, and reporting. Each section offers detailed insights into specific gen AI use cases, their impact, and identifies the providers contributing to movement toward production. By exploring real-world case studies and highlighting pilot to production stages, this report serves as a strategic guide for marketing professionals seeking to leverage gen AI within different pillars of the marketing services value chain. Scope All industries and geographies Service: Marketing Contents In this report, we examine: Marketing services’ overview, value chain, key business issues, and challenges Gen AI’s impact in addressing marketing challenges Market maturity for gen AI adoption High adoption use cases for gen AI in marketing based on the study Membership(s) Service Optimization Technologies (SOT) Marketing and Interactive Experience Artificial Intelligence (AI) Sourcing and Vendor Management

Gen AI is poised to revolutionize marketing, transforming how businesses operate and engage with customers. It offers many benefits across applications, including enhancing customer engagement, improving conversion rates, and optimizing marketing campaigns through data-driven insights. By leveraging gen AI, enterprises can gain a competitive edge in an ever-evolving digital landscape, meeting the growing consumer demand for personalized and timely interactions. Providers can play a crucial role in helping enterprises harness gen AI’s power by offering tailored AI-driven tools and platforms, training marketing teams to use these tools, and providing ongoing support to adapt to changes and derive value from AI investments. In this report, we assess 14 providers that offer gen AI solutions for marketing use cases, positioning them on Everest Group Innovation Watch Assessment as Luminaries, Fast Followers, Influencers, and Seekers. Scope All industries and geographies Contents In this report, we: Position 14 gen AI solution providers on Everest Group Innovation Watch Assessment Offer an overview of the providers’ gen AI marketing solutions Examine key business challenges in marketing and gen AI’s impact in addressing them Membership(s) Service Optimization Technologies (SOT) Artificial Intelligence (AI)Marketing and Interactive Experience Sourcing and Vendor Management

In today’s hyper-connected world, customers engage with brands across multiple touchpoints, escalating the demand for seamless experiences and personalized interactions. The unprecedented demand for content, coupled with rising customer expectations, presents a challenge for marketers to generate, share, and monitor high-quality content at scale. The Content Supply Chain (CSC) serves as a solution, allowing marketers to seamlessly integrate various processes within a content ecosystem. The CSC covers the entire content life cycle, from ideation to delivery, encompassing stages such as ideation, production, enhancements, distribution, and analytics. This integration empowers organizations to respond to audience demands with agility, maintaining a competitive edge in the dynamic digital landscape. Furthermore, it facilitates both technological and organizational transformation by addressing people, processes, and technology dimensions. Through effective CSC implementation, marketers can gain a competitive advantage by streamlining workflows, delivering content at scale, tracking market success, and navigating the challenges of content production and distribution in an increasingly digital and globalized marketplace. In this report, Everest Group highlights the potential benefits that marketers can reap by adopting a CSC. The report also underscores the future implications of this approach for both enterprises and service providers. Scope All industries and geographies The assessment is based on Everest Group’s tracking of the marketing technology landscape Contents In this report, we: Define CSC and the various stages of the content life cycle Identify and address technological and organizational roadblocks in implementing a CSC Create a comprehensive guide for CSC adoption at scale Develop a robust framework for system integrators to enhance their service offerings around the CSC Explore generative AI’s role in the content ecosystem space Investigate emerging trends, use cases, and participants in the CSC market Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

AI has taken the digital world by storm, and the latest iteration of this technology, generative AI, is causing a stir in the marketing ecosystem. Marketers worldwide are actively seeking the best path to incorporate it into their processes. In this report, we capture the sentiments of Chief Marketing Officers (CMOs) as they navigate the potential and associated concerns of generative AI. This ranges from a profound enthusiasm for its applications in content creation and the customer life cycle to ethical considerations and data privacy. Additionally, the report offers a comprehensive list of use cases, spanning day-to-day operations to strategic enablers within marketing. It delves into the investments and initiatives undertaken by providers and agencies in adopting generative AI and outlines the emergence of AI-driven marketing technology platforms. Lastly, the report sheds light on the transformation of sourcing, delivery, and talent priorities influenced by the integration of generative AI. Scope Services: marketing services Geographies: global The assessment is based on Everest Group’s exclusive RFI process for generative AI, secondary sources of information, and interactions with various industry experts Contents In this report, we examine: Generative AI from a CMO’s perspective Provider initiatives and investments in generative AI Evolving enterprise sourcing priorities Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Generative Artificial Intelligence (GAI) technology has existed for the past five decades. However, recent developments in AI models, faster computing power, and the availability of high-quality training data are currently redefining the technology in 2023. Custom-built applications using foundational GAI models are serving a huge surge of use cases, leading to a flood of start-ups in the market. Giants such as Microsoft, Google, and Meta are competing to dominate the landscape, but leading experience providers such as Adobe, Salesforce, and Oracle are also making significant investments. On the demand side, enterprises in the financial services space, such as Morgan Stanley, and retailers, such as Levi Strauss, have already begun operationalizing multiple innovative use cases of GAI for business purposes. In this research, we highlight the potential of GAI for streamlining marketers’ content supply chain and optimizing their UI/UX value chain. We also emphasize on the future implications of the technology for both enterprises and providers. Scope All industries and geographies Our assessment is based on Everest Group’s tracking of the marketing technology landscape Contents In this report, we examine: The definition of GAI, its use cases, and adoption GAI’s impact on the marketer’s content and UI/UX strategies The risk and future potential of GAI GAI’s implications for providers and enterprises Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

This report is available only to Outsourcing Excellence members. For information on membership, please contact us This ready-to-use category strategy template offers editable frameworks for internal assessment and detailed industry and market category overviews to assist category managers, procurement professionals, and CPOs in creating an informed category strategy for marketing services. Marketing services encompass marketing support, customer experience, content creation, campaign orchestration, media channels management, data analytics, and reporting. Enterprises are building a global marketing strategy by assessing capabilities to execute universal content creation and standardize campaign management that is assisted by digital transformation. Customer experience focused strategy for marketing has received high traction in the marketing services space across regions and industries. Category managers can customize this template with internal category information, such as spend, suppliers, and subcategory overview. They can also use the industry and market insights provided in this template to build a strong supply base understanding. A category strategy’s goal is to create an action plan for effective category management, and this template provides the requisite tools, frameworks, and information to create a robust strategy. Best-in-class procurement organizations effectively leverage such tools and techniques to drive continuous improvements in their categories. Scope All industries and geographies Category in focus: marketing services Contents In this category strategy report, we offer comprehensive templates based on a four-step process to create a category strategy: Define internal needs: define category maturity and objectives, create a buyer profile to gauge the current supply base state and predict future demand, and conduct total cost modeling Understand the market: build industry and supply base understanding by evaluating aspects such as market trends, key suppliers, major delivery locations, pricing trends, performance benchmarks, and category risks Determine the sourcing strategy: decide between an in-house versus outsourced model for the category and identify best practices and value levers to drive category efficiency Create an action plan: identify and prioritize projects and drive them toward execution