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

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

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

In this report, we examine CMOs’ strategic choices and inherent insights gained from them based on a survey of 584 marketing leaders across industries. As CMOs navigate growing complexity in the business landscape, this report offers a data-driven perspective on business challenges, generative AI adoption, data strategy, and channel selection. With a focus on in-house versus outsourced capabilities and evolving enterprise preferences, the report highlights key shifts in marketing operations and serves as a vital benchmark for decision-makers. Scope All industries and geographies Contents This report features 18 loyalty solution and service providers’ profiles and includes: CMO thought-starter: primary business problems that the marketing function solves Generative AI: perceived advantages, adoption extent in marketing services, and outsourcing sentiment Data: data-related challenges and strategies to address them Channel selection: proliferating channels across geographies and challenges to channel selection Delivery mix: in-house and outsourced activities across buyer size and capabilities retained in-house Outsourcing priorities: provider mix, consolidation efforts, and key preferences in provider evaluation Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

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 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

The Chief Marketing Officer (CMO) role has evolved significantly over the past few decades. Previously perceived as the brand custodian, managing marketing campaigns and public relations, today’s CMO is a vital catalyst for business growth. The CMO 2.0 is a strategic partner to the CEO and other C-suite executives. They shape the company’s overall strategy, drive revenue growth, and ensure the marketing function aligns with business objectives. This evolved role emphasizes customer experience, innovation, technology, and sustainable business growth. This shift has also brought CMOs closer to the business’ technology side, requiring them to collaborate closely with the Chief Information Officer (CIO) and other C-suite stakeholders. As the business landscape evolves, the CMO’s role will drive growth and innovation in modern enterprises. In this report, we examine how the CMOs’ role has evolved to a multidimensional role and their close collaboration with other C-suite stakeholders. The report also analyzes modern CMOs’ challenges and AI’s significance in this role’s evolution and future. Scope All industries and geographies Contents In this report, we: Examine the evolving CMO role Explore CMO roles across industry segments, such as B2B and B2C Assess key challenges CMOs face in the current marketing landscape Evaluate how CMOs can leverage AI to address these challenges Analyze the CMO role’s future and the need for CCO and CDO roles Membership(s) Marketing and Interactive Experience 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