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

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

Unified Customer Experience (CX) is a transformative approach that addresses the challenge of fragmented and disjointed customer interactions common in traditional systems. By integrating all touchpoints – websites, mobile apps, social media, and call centers – into a single, cohesive framework, businesses can eliminate siloed data, streamline operations, and deliver consistent, personalized experiences that meet modern consumers’ evolving expectations. This unified approach ensures a comprehensive customer view, reduces inefficiencies, and lowers costs, all while enabling real-time insights and better decision-making. Generative AI is essential in this transition, offering the ability to enhance personalization, improve product recommendations, and drive innovative strategies. By adopting a unified CX platform, organizations position themselves to deliver seamless customer journeys, foster trust, and secure sustainable growth, establishing an edge in today’s competitive landscape. This viewpoint discusses the case for unifying CX through an AI-native CX platform, the challenges enterprises face scaling AI initiatives leading to the need for unification, how to overcome implementation pitfalls, and the future of CX driven by innovation. Scope All industries and geographies Contents In this report, we examine: The challenges enterprises face when scaling AI initiatives The unification of CX architecture for the AI age Next-generation CX through AI-native CX platforms The implementation pitfalls and how to avoid them The future outlook of CX with technology innovation Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

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

Becoming a data-driven business is vital for improving stakeholder experiences and operational efficiencies. Manual techniques limit visibility into processes and tasks. Process mining analyzes structured data in processes, but user interactions with business applications go uncaptured. As most employees work on third-party applications, capturing user interaction data is essential for completely understanding end-to-end processes. Digital Interaction Intelligence (DII) addresses this gap by capturing and analyzing user interactions, offering insights into workflows, and enabling enterprises to unlock increased business value through more informed decisions and process optimizations. Everest Group’s DII Playbook comprehensively explains the DII solution’s key components and functionalities, including its applications, benefits, and use cases across industries and business functions. It highlights DII market characteristics, including its current market status and adoption across market segments. Additionally, the playbook offers valuable insights, methodologies, and practical guidance to enterprises at different stages of their process automation and transformation journeys to maximize their DII impact. Scope All industries and geographies Contents In this report, we: Evaluate the need for data-driven decision-making Analyze process mining limitations Examine DII, including its key components and product functionalities Assess DII applications, associated benefits, and use cases Understand DII market characteristics, including DII’s state of market and adoption Explore enterprises’ DII journeys Membership(s) Service Optimization Technologies 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

Life sciences companies must engage customers effectively to drive business success through differentiated experiences. Hybrid commercial models require seamless, personalized interactions across channels to serve healthcare providers and patients. Advanced Customer Engagement Platforms (CEPs) go beyond traditional CRM systems to deliver real-time insights, dynamic content management, and omnichannel engagement. However, legacy systems, data silos, and fragmented customer experiences still pose challenges. To overcome these barriers, life sciences companies are partnering with specialized CEP providers to develop differentiated solutions that improve engagement, operational efficiency, and data-driven decision-making. In this research, we assess 27 providers featured on the Life Sciences CEP PEAK Matrix®. The study will enable buyers to choose the best-fit provider based on their sourcing considerations, while providers will be able to benchmark their performance against each other. Scope Industry: life sciences Geography: global The assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading life sciences CEP providers, client reference checks, and an ongoing analysis of the life sciences CEP market Contents In this report, we examine: The CEP provider landscape 27 life sciences CEP providers on several capability- and market success-related dimensions Memberships Life Sciences Information Technology Sourcing and Vendor Management

Following the Veeva-Salesforce split, the life sciences industry is undergoing significant changes in the base Customer Relationship Management (CRM) platform and associated technology tools and platforms. Additionally, enterprises seek a unified approach to engage customers across the drug development lifecycle. This approach necessitates providers to upgrade their existing offerings and introduce novel products and platforms. In response, Salesforce announced the launch of its life sciences engagement platform, Salesforce Life Sciences Cloud. This platform offers different customer engagement modules across clinical and commercial segments. In this report, we examine Salesforce’s current market position, key product announcements, and industry objectives. The report also reviews the Salesforce Life Sciences Cloud and covers essential issues and objectives around customer engagement for life sciences enterprises. Scope Industry: life sciences (biopharmaceuticals and medical devices) Geography: global Service: life sciences technology Contents In this report, we examine: Key enterprise issues and objectives for life sciences engagement platforms Salesforce’s current positioning in the market Overview of Salesforce Life Sciences Cloud announcement Everest Group’s review of Salesforce Life Sciences Cloud Membership(s) Clinical Development Technology Life Sciences Information Technology Sourcing and Vendor Management

Following the pandemic, industries began investing in personalized Customer Experience (CX) worldwide, including the life sciences commercial sector. To stay resilient and keep pace with the evolving landscape, the life sciences industry is adopting technology to differentiate for end-users. However, outdated tools and data fragmentation across business functions hinder enterprises from delivering personalized experiences. Currently, commercial technology in the life sciences industry primarily includes basic tools such as Customer Relationship Management (CRM) systems, content management systems, and marketing tools. These tools mainly serve as information repositories with limited insights into customers. Therefore, enterprises are enhancing these solutions with data analytics and AI/ML to develop customer-centric solutions that assist in targeted sales and effective messaging. This, in turn, boosts business performance and provides a competitive edge. Additionally, these solutions help internal stakeholders (such as IT departments, sales and marketing teams, and the medical affairs function) understand customer behavior and adapt their strategies accordingly. Scope: Industry: life sciences (biopharmaceuticals and medical devices) Geography: global Service: life sciences commercial technology Contents: In this report, we examine: Customer Experience Platforms (CXP) adoption market trends CXP adoption framework CXP landscape’s supplier ecosystem Implications for enterprises, service providers, and technology providers Membership(s) Life Sciences Information Technology Sourcing and Vendor Management

As the immersive experience landscape evolves from its initial stages, it transforms both consumer and enterprise digital experiences. Despite its early development stage, enterprises recognize immersive experience services’ value and plan to invest in this space. The surge in consumer demand for immersive and captivating experiences presents numerous opportunities for enterprises across various sectors, thereby driving the immersive experience market. Immersive marketing, customer experiences, employee training, live virtual events, and digital asset trading are some potential immersive technology application areas. Advances in Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) technologies are propelling this market growth, offering users and enterprises immersive content experiences. By integrating immersive technologies across BFSI, manufacturing, retail, education, gaming, healthcare, hi-tech, and entertainment sectors, enterprises can reshape consumer behaviors and create new opportunities for engaging customer experiences. This market expansion is also due to rising investments in immersive technology and Web 3.0, highlighting immersive experience services’ promising future across industries. This compendium provides accurate, comprehensive, and fact-based snapshots of 16 immersive experience service providers’ capabilities. Each profile offers a detailed overview of the provider’s vision, solutions, partnerships, and investments. The report 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 assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading technology providers, client reference checks, and an ongoing analysis of the immersive experience services market Contents In this report, we: Examine the immersive experience services landscape Categorize providers as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Digital Services Engineering Research and Development Marketing and Interactive Experience Software Product Engineering Services Sourcing and Vendor Management