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

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.