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

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?

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

The Cannes Lions International Festival of Creativity 2024, stood as a pivotal event, spotlighting the profound impact of technology on the creative landscape. This year, the festival emphasized on the symbiotic relationship between technological advancements and creative innovation, heralding new paradigms in marketing and advertising. A distinct thematic thread emerged, highlighting the transformative potential of technology in the creative arena. From harnessing artificial intelligence to personalize and tailor content to the changing role of content creators in the marketing landscape, the festival showcased a plethora of innovative approaches. This report, titled "Cannes Lions 2024: How Technology is Driving Creativity to New Heights," delves deeper into this dynamic interplay between technology and creativity. By analyzing the key technology themes that dominated the Cannes Lions discourse, it offers a comprehensive exploration of the critical conversations, new innovations, and cutting-edge advancements presented during the event. The report further explores how these trends will propel the creative industry forward and provide insights to navigate this rapidly evolving landscape and leverage technology to craft impactful and future-proof campaigns. Scope All industries and geographies Contents In this report, we examine: Key themes shaping the future of creativity, including pivotal discussions and innovations from the Cannes Lions festival Impact of technological advancements, particularly AI on the creative and advertising landscape The growing importance of sustainability, DEI (Diversity, Equity, Inclusion), and purpose-driven initiatives in the creative industry, and how these elements are being integrated into marketing and advertising strategies Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Finance organizations struggle with cost pressures, slowdowns in customer demand, and the need to adapt to new business models. To better address these challenges, enterprises are increasingly seeking outsourcing support. However, enterprises’ expectations from their providers have evolved in terms of outsourcing objectives, managing services scope and commercials, and driving transformation. Although providers have contributed to maintaining business continuity during the COVID-19 pandemic, enterprises express concerns about providers’ performance not meeting their evolving transformation expectations and achieving business outcomes, leading to dissatisfaction. In this report, we examine the current challenges, shifting outsourcing needs, and enterprise expectations from FAO providers. The report offers insights into how providers can deliver beyond core service offerings, enhance buyer satisfaction, and gain a competitive edge. Scope All industries and geographies Contents In this report, we: Assess enterprise challenges in 2024 Evaluate enterprise expectations vis-à-vis service provider performance Examine key takeaways for providers Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Where do I want to spend my marketing budget? What does the sustainability conversation in marketing really look like? What is my gut instinct in the gen AI conversation? Based on Everest Group’s CMO Survey 2024, this webinar highlighted the evolving CMO mindset around a plethora of themes, such as recent technological advances, evolving consumer preferences, and the increased desire for sustainable marketing practices. Our experts Nishant Jeyanth, Darshita Lohiya, and David Rickard, delved into this to gain strategic insights into the top marketing priorities for 2024, the trends to bear in mind, and the 12-month likely trajectory for marketing. Attendees understood the interplay between advancing technology, such as generative AI, fluctuating consumer preferences, and the impact of macro trends on the marketing function. What questions has the webinar answered for the participants? What are the top challenges a CMO is looking to solve in 2024? How is the CMO’s outsourcing behavior changing? What is the CMO mindset around the incorporation of emerging technologies, such as generative AI, in marketing activities? How is sustainability changing the marketing conversation? Which emerging channels will see an increased demand in 2024?

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

The MarTech stack encompasses a combination of software platforms and tools that enable enterprises to strategize, execute, measure, and manage their marketing efforts. In recent years, there has been a notable increase in the number of MarTech platforms and tools, accompanied by the emergence of newer categories such as chatbots, social media, mobile, retail experience, and influencer marketing. Additionally, niche participants have emerged, operating within rapidly growing segments of the MarTech ecosystem, contributing to its complexity. Over the last decade alone, the number of platforms and tools available has grown exponentially, increasing by 100 times. This growth has raised concerns for enterprises as they strive to optimize their MarTech stack. Modern MarTech platforms are based on composable architecture and use first-party data with advanced personalization capabilities. Established participants such as Adobe, Salesforce, and Sitecore are consolidating their presence across key segments of MarTech including Customer Data Platforms (CDP), Content Management Systems (CMS), Digital Experience Platforms (DXP), and Customer Relationship Management (CRM). Despite these advances, a majority of enterprises still struggle to maximize value from their investments in the MarTech stack and face difficulties to modernize their MarTech infrastructure. In this report, we examine the MarTech landscape for enterprises and provide insights into the future of MarTech. The report also covers the key categories of MarTech and profiles the leading participants within them. 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 MarTech and trace its evolution over time Provide a comprehensive overview of the various categories of MarTech platforms and tools Study key MarTech participants Present a framework delineating the different layers of the MarTech stack Discuss the challenges that enterprises face in optimizing their MarTech stack Provide insights into the future trajectory of MarTech and potential trends shaping the industry Membership(s) Marketing and Interactive Experience Outsourcing Excellence