The Yin and Yang of Today’s Marketing: Marketing Services State of the Market 2023
State of the Market Report

19 Oct 2023
by David Rickard, Ravi Varun, Shubhali Jain

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 Services

Sourcing and Vendor Management

 

Page Count: 61