Adobe is leader in 2021 Gartner Digital Experience Platforms (DXP) Magic Quadrant

Adobe positioned furthest to the right for “completeness of vision” and highest for “ability to execute” in 2021 Gartner Magic Quadrant for Digital Experience Platforms

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by Suresh Vittal

Posted on 02-01-2021

Gartner published their fourth Magic Quadrant for Digital Experience Platforms in February 2021. And for the fourth year in a row, Adobe is positioned furthest to the right for “completeness of vision”, and new this year, Adobe has also been positioned highest among all vendors for “ability to execute.”

According to Gartner, “A digital experience platform (DXP) is a well-integrated and cohesive set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multi-experience customer journeys.”

Competitors come and go. Adobe pioneered the Marketing Cloud category, and we have made Customer Experience Management (CXM) our raison d’etre, and we have planted the flag for the future.

Adobe defines CXM, as “orchestrating and personalizing the entire end-to-end customer experience, moment to moment.” CXM means leveraging creative agility to create and deliver these customer experiences at every touch point, across channels, at scale.

What we do well isn’t easy

There were 16 vendors that were evaluated in the Gartner 2021 Magic Quadrant for Digital Experience Platforms. This business isn’t for everyone. CXM isn’t just challenging for brands, it’s daunting. But as difficult as it can be, CXM is also an absolute imperative. Get it right, and thrive. Ignore it or get it wrong, and slowly (or quickly) fade out of relevance.

CXM is a category of categories. It combines major investments in Personalization, Data Management, Cross Channel Campaign Management, Orchestration, Email, Content Management, and dozens of other categories into one mega category.

We believe Adobe is the category, industry, and market leader for CXM. Adobe is the leading technology provider and thought leader facilitating the digital transformation required to enable and execute CXM. Using Adobe Experience Cloud, built on Adobe Experience Platform and powered by Adobe Sensei, our artificial intelligence (AI) and machine learning (ML) framework, organizations can deliver exceptional, personalized customer experiences across channels and industries – to businesses and consumers alike.

Make customer experience management your new obsession

For customer experience, it’s not just about marketing, analytics, advertising, content, commerce, or CRM lead management. It’s about all of them. Great experiences are great differentiators. And there’s only one company that’s a leader in everything you need to deliver them.

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Adobe is your CXM partner

In short, Adobe provides the best CXM technology available. And while we understand that AEC requires a significant investment for our customers, we also know that the ROI is even more significant. For example, according to a recent study, the average three-year ROI for investing in Adobe Experience Cloud is 242%. Think about that—over just three years, companies that invest in Adobe Experience Cloud get an average ROI of almost 2.5X. They don’t break even and get some mind share, they don’t lose a little to make a lot. — they invest in CXM and Adobe, and they more than double their money.

And it’s not only about tech. Sometimes success is about who you know. Adobe Experience Cloud and Adobe Experience Platform are open, extensible, and available across organizations, from service and support to loyalty and advocacy teams. True CXM is vast, and no single vendor can do it all. No single vendor can deliver each and every piece of software or functionality required to enable great customer experiences.

Companies select Adobe as their partner in CXM because we have a platform with open API’s that enable ISVs and developers to customize and integrate deeply with our products. This approach ensures that organizations have access to the latest and greatest tech, with each investment benefiting from the rich data, content and insights found within Adobe Experience Cloud. Additionally, Adobe enables our SI & agency partners to implement, integrate and operate our applications profitably and successfully.  We also have deep and successful partnerships and integrations with Microsoft and with ServiceNow to extend the breadth, depth, and reach of Adobe Experience Cloud.

Each Adobe Experience Cloud app, application service, as well as Adobe Experience Platform has its own value proposition and delivers incredible results on their own. But used together, it’s possible for any business to deliver an ongoing, personalized customer experience to every customer. The integrated applications and services in Adobe Experience Cloud are purpose-built specifically for CXM, making it the most comprehensive solution for planning, executing, and optimizing customer experiences that attract and retain loyal customers and drive tangible business results.

Ability to execute and completeness of vision

Gartner Magic Quadrants measure two key areas: ability to execute and completeness of vision. Out of 16 vendors evaluated in the DXP Magic Quadrant, Adobe was positioned farthest to the right for “completeness of vision.” We believe our defining brand value – that Adobe changes the world through digital experiences” - clearly plants the flag for CXM.

We also believe that Adobe is the top thought leader for CXM in the industry. Adobe Experience Platform integrates data from all available sources with the content that makes up amazing experiences. Now with the addition of Workfront, the leading work management platform for marketers, and a marketing system of record for operational efficiency, we expect to lead the market for years to come.

Adobe leadership

Adobe Experience Cloud enables marketers to develop a unified view of customers, deliver personalized and connected experiences at scale, and convert those experiences into revenue. Unlike other CXM vendors with disjointed products that are focused on narrow aspects of CXM, Adobe combines content and data with intelligent, integrated solutions to enable creative agility for content velocity, experience delivery, and real-time insights to optimize experiences that drive loyalty and ROI.

And for CIOs looking to power their digital businesses to deliver exceptional customer experiences, Adobe Experience Cloud, built on Adobe Experience Platform, is the experience data management solution that easily integrates with existing tech stacks. IT departments can securely ingest, store, unify, and govern experience data from all sources, and activate it throughout their business in real time. Unlike other data management technologies that lack real-time optimization capabilities and have limited data ingestion options that require complex integrations, Adobe Experience Cloud simplifies data and technology integration and is open, secure, and flexible enough to grow with their business.

Adobe has a unique heritage in enabling brands to create and manage rich and engaging content and experiences. Building upon that legacy, we have brought together the most complete and integrated set of intelligent applications and services dedicated to orchestrating and delivering experiences across channels in real-time.

Adobe Sensei (our AI and ML framework) fuels the unified customer profile and empowers our platform to process data, distribute insights, infer intent, and fill in missing information faster & more effectively than any other system. No other CXM technology provider has the breadth of assets, the quality of data, and the targeted AI capabilities that Adobe has to make the Experience Business a reality.

When you consider that no other vendor in the world has our creative legacy, AI and ML expertise, and marketing DNA that Adobe has, there really is no contest. We look forward to engaging with you.

To learn more, download the full report: Gartner “Magic Quadrant for Digital Experience Platforms, 2021” by Irena Guseva, Mick MacComascaigh and Mike Lowndes, 26 January 2021.

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Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Topics: Digital Transformation, Trends & Research, Artificial Intelligence, B2B, Experience Cloud, Information Technology, Marketing,

Products: Adobe Sensei, Experience Cloud, Experience Platform,