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.

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

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

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 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

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

The Customer Data Platform (CDP) landscape is swiftly evolving due to the growing demand for data-driven real-time personalization, loyalty, and engagement. This evolution has heightened the significance of CDP providers adapting their offerings to meet changing customer needs. CDPs are expanding beyond their initial marketing-centric role into sales, service, and support domains. Many CDPs are now incorporating additional modules for CIAM, ECPM, loyalty, media activation, and behavioral intelligence, while some are even on the verge of transforming into Digital Experience Platforms (DXPs). This evolution provides enterprises with unprecedented options, including gen AI’s foray into the CDP landscape, enabling use cases that ease the lives of marketers. Additionally, there is a rising interest in custom CDP development, offering enterprises even more flexibility to address their data needs. This report examines the primary drivers propelling the expansion of the CDP market and hones in on emerging market trends shaping the CDP landscape and influencing the future trajectory of this product category. Scope All industries and geographies Contents In this report, we: Discuss the origin of CDP and its market growth trajectory Highlight key market trends shaping the CDP landscape in 2023 and beyond Explore the long-term evolution and characteristics of this product category Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

In today's ever-evolving business landscape, the Chief Marketing Officer (CMO) faces a plethora of internal and external challenges such as complex macroeconomic conditions, shifting customer preferences, expanding digital and technology landscape, organizational dynamics, and marketing's evolving role in enterprises. Considering these dynamic conditions, CMOs are tasked with the formidable goal of delivering more with less, which can only be achieved if they leverage their existing resources, technology, and partnerships judiciously, and strategically invest in areas with high potential RoIs. In this report, we discuss the two fundamental priorities of a CMO (growth and efficiency) and relevant areas of focus in the same. The report also presents a comprehensive overview of the state of the market for marketing services, drawing on data collected through Everest Group's annual RFI process, interactions with leading marketing service providers, and ongoing market analysis. Scope Services: marketing services All industries and geographies The analysis is based on Everest Group’s annual RFI process, interactions with leading marketing services Business Process Services (BPS) providers, interactions with buyers, and an ongoing coverage of the marketing services space Contents In this report, we: Discuss key CMO concerns and priorities Examine key buyer adoption trends in outsourced marketing services Review the marketing service provider landscape Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Government regulations regarding privacy, the impending demise of third-party cookies, and the increasing demand for personalized experiences have propelled the widespread adoption of Customer Data Platforms (CDPs). Enterprises, recognizing the inherent value in their organizational data, are actively seeking solutions to amalgamate scattered organizational data from various sources to create a unified, comprehensive view of their customers. As CDPs continue to evolve and mature, their strategic importance within the MarTech ecosystem grows exponentially. They now function as mission-critical platforms that consolidate and analyze data, as well as facilitate the execution and orchestration of multichannel campaigns. By seamlessly integrating with other marketing technologies, such as Customer Relationship Management (CRM) systems, email marketing platforms, and Content Management Systems (CMS), CDPs form the nucleus that powers an organization’s customer-centric initiatives. This compendium provides comprehensive and fact-based snapshots of 26 providers featured on the Customer Data Platform (CDP) Products PEAK Matrix® Assessment 2023 and categorizes them as Leaders, Major Contenders, and Aspirants based on their CDP capabilities and offerings. 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. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we feature 26 CDP provider profiles and include: A summary dashboard – market impact and vision and capability assessment Providers’ key strengths and limitations A general overview of providers’ CDP business – vision and adoption across enterprise segments and geographies Key CDP case studies An overview of providers’ CDP investments, key solutions, and partnerships Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Government regulations regarding privacy, the impending demise of third-party cookies, and the increasing demand for personalized experiences have propelled the widespread adoption of Customer Data Platforms (CDPs). Enterprises, recognizing the inherent value in their organizational data, are actively seeking solutions to amalgamate scattered organizational data from various sources to create a unified, comprehensive view of their customers. As CDPs continue to evolve and mature, their strategic importance within the MarTech ecosystem grows exponentially. They now function as mission-critical platforms that consolidate and analyze data, as well as facilitate the execution and orchestration of multichannel campaigns. By seamlessly integrating with other marketing technologies, such as Customer Relationship Management (CRM) systems, email marketing platforms, and Content Management Systems (CMS), CDPs form the nucleus that powers an organization’s customer-centric initiatives. In this report, we assess 26 technology providers featured on the Customer Data Platform (CDP) Products PEAK Matrix® Assessment 2023. Each provider profile provides a comprehensive overview its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we: Examine 26 CDP providers’ capabilities and offerings Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants List providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management