HFS Horizons Report

Digital Marketing and Sales
Service Providers, 2023
May 2023

AUTHORS:
Melissa O’Brien, Executive Research Leader
Krupa K S, Senior Analyst© 2023 | HFS Research

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Digital Marketing and Sales Service Providers, 2023 | 1

“As enterprises continue to redefine their strategies, refine theirvalue proposition for target customers, and determine how to best
engage customers to deliver value, there’s a deep need for morecustomer-centricity and differentiated CX to profitably deliver
growth.
Sales and marketing professionals are in dire need of support,
especially to navigate the growing martech landscape, augment
and supplement talent pools, and scale growing areas like
ecommerce. They rely on their service providers to support andco-innovate for growth and data-driven strategies in an
increasingly uncertain and disruptive competitive landscape.
Melissa O’Brien, Executive Research Leader© 2023 | HFS Research

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Contents

Page
1

Introduction and key findings

42

Research methodology

14

3

Client reference demographics and market dynamics

18

4

Horizons landscape: Digital Marketing and Sales Services, 2023

21

5

Cognizant profile: Digital Marketing and Sales Service, 2023

24

6

HFS Research authors

26© 2023 | HFS Research

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1© 2023 | HFS Research

Introduction and key findings

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Introduction• Initial attempts to improve customer value chain processes—from marketing tocustomer service—have allowed business operations to run somewhat faster, cheaper,and even a bit better, but is the digital front office truly connected?
• The value proposition for digital marketing and sales services has matured well beyond
cost reduction and productivity gains. HFS describes the value across three horizons:⎯ Horizon 1: Driving business outcomes, cost reduction, and productivity
improvements⎯ Horizon 2: Horizon 1 + improving customer experience (CX) and employee
experience (EX)⎯ Horizon 3: Horizon 2 + unearthing new sources of value to drive growth and managerisks• This HFS Horizons report for digital marketing and sales services examines thecapabilities of 9 service providers and paints the supplier landscape across the three
HFS Horizons. Inclusion was based upon digital marketing and sales revenue of atleast a $250M or 10% contribution to overall revenues, and an existing portfolio ofservices in line with our digital marketing and sales value chain.
• We assessed the service providers across a defined series of criteria⎯ The Why: Value proposition⎯ The What: Execution and innovation capabilities⎯ The How: Go-to-market strategy⎯ The So What: Market and client impact• This report also includes detailed profiles of each service provider, outlining theirplacement, provider facts, and detailed strengths and opportunities.

© 2023 | HFS Research

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Executive summary
1

Experience is the key differentiator for today’s enterprises’ competitive distinction. Customers and employees expect to be treated as individuals withunique needs and preferences. Service providers are building frameworks where they help their clients with detailed analytics and reporting to track theircustomers’ engagement, enabling them to make the right decisions and optimize their marketing strategies.

2

The impact of changing consumer expectations and hyped-up channels like the metaverse means that digital marketing and sales professionals’ need tosupport is significantly increasing because it revolutionizes how businesses approach these areas. These changing dynamics create fresh opportunities forbusinesses to provide customers with immersive and personalized experiences, acquire valuable data, and establish new revenue streams. As thistechnology continues to develop, companies that adopt it will gain a competitive edge in the digital market, but they rely on partners to scale,access talent, and innovate.

3

Service providers assert that an average of 81% of their digital marketing and sales services engagements successfully achieve digital transformation inline with the HFS OneOffice model. As business leaders strive to manage their customers' increasing demands and complexity, it is crucial to align theentire organizational mindset with digitalization, including developing relationships with internal (IT, in particular) and ecosystem partners (providers andtechnology providers).

4

Greater EX creates greater CX; for customer-centric services, it is important to provide customers with personalized experiences. Companies are
empowering their employees with the right technology and data-driven insights to understand and anticipate customer needs and preferences. Marketingand sales strategies must address both employee and customer journeys and experiences to succeed.

5

Input and output pricing models continue to be the most chosen pricing strategies. While cost is an increasingly important consideration for operations, avalue proposition solely focused on cost may not be enough to attract and retain customers. We see that enterprises that co-innovate with providers
achieve more business outcomes for greater value.

6

Data strategy and governance are keys to finding hidden value. Enterprise leaders seek ways to maximize the value of their data and use it as an asset tofind new sources of value and create insights for decision making. As a result, there is a growing demand for the data service providers produce for use as
data-as-an-asset to find new sources of value and create insights for decision making.
© 2023 | HFS Research

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Our CX value chain aligns to CX design and strategy, bolstered byoperations services
Digital Marketing, Sales and CX Design and Strategy are a key foundational market we cover at HFS
Marketing operations services

Sales operations services

Customer service and contact center operations services• Content development, creation andclassification• Ad moderation• Web development, e-commerce
support• Campaign execution, loyalty program
management• Search engine and social media
marketing• Lead development and generation• Tele sales and inside sales• Revenue enablement

•
•
•
•
•

Interaction focused, including
Technical support
Customer care
Loyalty and attrition campaigns
Collections

Supporting business process, including• Fraud prevention• Case management and claims
processing• Billing

CX design and strategy
Customer experience design and consulting | Customer journey mapping | Design thinking | Brand strategy
Omnichannel CX
Voice | Chat | SMS | Email | Retail and face-to-face | Social media | Web and mobile app | Video kiosk
Enabling technologies

Digitization and robotic automation | Analytics | Mobility | Social media | Cognitive computing | Artificial intelligence
Operating models, methodologies, and platforms
Outsourcing | Shared services | GBS | COEs | BPaaS, SaaS, and IaaS | Design thinking
HFS value chain definition: Value chain refers to the business units that carry out value-creating activities to design, produce, market, deliver, and support a company's productor service. In this usage, we refer to the range of primary processes and support services that providers offer to their clients.
© 2023 | HFS Research

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Enterprises seek quality and a broad range of digital marketing andsales service offerings from service providers
Which of the following options was the single most important when selecting this provider?
Percentage of responses

26%

16%
11%

Quality ofservicedelivery

Ability toprovide abroad range ofservices across
my businessvalue chain

11%

Technical
Industry domain
and processexpertise andskills ofexperience
professional
staff

11%

Existing
relationship

5%

5%

5%

5%

5%

Absolute priceof service

Ecosystem ofbest-of-breed
technology
partners

Digitalexpertise

Speed tosolution

OthersSample: 19 enterprise leaders, Horizons reference survey
Source: HFS Research, 2023

© 2023 | HFS Research

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Clearer roadmaps, standardized processes, and building in-house talent will help
enterprises plan and execute their successful CX transformation
What are the top three inhibitors holding you back from achieving your CX transformation objectives?
Rank 1
Initiatives are siloed or piecemeal

32%

Non-standard or incomplete end-to-end process 5%
Deficiency in overall data quality

16%
32%

11%

Lack of in-house talent

16%

Ineffective change management process

11%

6%

Uncertainity about financial investment needed

11%

6%

Risk and complaince concerns 5%
Lack of quantifiable benefits or inability to build a strong business case6%

We dont know where to start or what to prioritise

6%

19%

13%
11%

5%

Rank 3

25%

16%
21%

Need more scale to achieve objectives

Rank 26%

6%

6%

Lack of senior management mandate and vision 5%
Inability to change corporate culture 5%
Sample: 19 enterprise leaders, Horizons reference survey
Source: HFS Research, 2023

© 2023 | HFS Research

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Enterprises expect service providers to be more pro active, provide
innovative ideas, drive digital fluency, and help handle change management
Based on your experience, please rate the provider across the following parameters, where 1 is poor and 10 is excellent.
Average execution score
8.5

Average innovation score
7.7

Relationshipmanagement

Clear value proposition

8.2

Fosters IT andbusinesscollaboration

8.8

Use of best-of-breed
partner technologies

8.1

8.3

Identifiable investments in
CX design, marketing, andsales capabilities

Ability to connect
front, middle, andback offices

8.1

8.1

Strategy and vision for CX,
marketing, and sales

8.0

How digitallytransformed yourprovider is internally

Co-innovation with clientsand partners

8.0

8.0

One face to thecustomer acrosscapabilities

7.9

7.9

9.0

Industry expertise

8.7

Service delivery

8.6

Breadth and depth ofservices offerings

Attracting and retaining
talentAverage digital transformation score
8.7

8.4

8.0

Creative commercial
models

7.6

Ability to drive digitalfluency in theirpeople and yours

Development ofintellectual property and
R&D

7.6

Formal change
management
capabilities

Sample: 19 enterprise leaders, Horizons reference survey
Source: HFS Research, 2023

© 2023 | HFS Research

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Service providers partner with market leaders to bring customized andpersonalized CX experiences to their clients
Of your key digital marketing and sales services partners, please specify the three most critical third-party partners.
Percentage of responses

26%

26%

26%

7%

7%

7%

OthersSample: 9 service providers, 2023 Horizon RFIs
Source: HFS Research, 2023

© 2023 | HFS Research

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Digital Marketing and Sales Service Providers, 2023 | 11Input-based and output-based pricing remain the favored pricing
models, even after the pandemic
What pricing models do you use for digital marketing and sales services contracts?
Percentage of responses

88%

88%

63%
50%

Pure input-based Pure output-based(FTE, T&M)
(transaction pricing)Pure outcomebased(gain-sharing)Hybrid 1(combination of
input and
output pricing)50%

Hybrid 2(combinationof input andoutcome pricing)

38%

38%

Hybrid 3(combination of
input, output,
and outcome
pricing)

Other

Sample: 9 service providers, 2023 Horizon RFIs
Source: HFS Research, 2023

© 2023 | HFS Research

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Digital Marketing and Sales Service Providers, 2023 | 12E-commerce and design thinking are the most mature and growing
aspects of the value chain
Please rate the maturity of your digital front office services, where 1 is not a focus, 2 is emerging, 3 is mature and growing, and 4 ismature and declining.
Not a focus

Emerging

Mature and growing

100%

Mature and declining
100%

88%
75%
63%

63%
50%

38%

13%

13%

Content
development,
creation andclassification

38%

13%

Web development
and e-commerce
supportSearch engine
and social media
marketing

50% 50%38%

13%

Lead development
andgeneration

Telesales andinside sales

Revenueenablement andintelligenceBrand
strategy

Design thinking
and journey
mapping

Sample: 9 service providers, 2023 Horizon RFIs
Source: HFS Research, 2023

© 2023 | HFS Research

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2
© 2023 | HFS Research

Research methodology

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Service providers covered in this report© 2023 | HFS Research

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Sources of data
This report relied on myriad data sources to support our methodology and help HFS obtain a well-rounded perspective on
the digital marketing and sales service capabilities of the providers covered in our study. Sources are as follows:

RFIs and briefings

Reference checks

HFS vendor ratings

Other data sources

Each participating vendor
completed a detailed RFI.

We conducted reference
checks with 23 active clients ofthe study participants via
phone-based interviews and/or
detailed surveys.

Each year, HFS fields multiple
demand-side surveys in which
we include detailed vendor rating
questions. For this study, weleveraged our fresh from the field
HFS Pulse Study data featuring600+ inputs across Global 2000
enterprises.

Public information such aspress releases and web sites.

HFS conducted briefings withexecutives from each vendor© 2023 | HFS Research

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Ongoing interactions,briefings, virtual events,
etc., with in-scope vendors
and their clients and partners.

Digital Marketing and Sales Service Providers, 2023 | 16

Horizons assessment methodology for digital marketing and sales
services
The HFS Horizons Digital Marketing and Sales Service Providers, 2023 report evaluates the capabilities of service providers across a range of dimensions to understand theWhy, What, How, and So What of their service offerings. The following illustrates how we assessed capabilities:
Distinguishing supplier characteristics
Assessment dimension Assessment sub-dimension

Horizon 1 service providers

Horizon 2 service providers

Horizon 3 service providers

Value proposition:
The Why?

Market vision and strategy(25%)

Technology capabilities• Ability to drive functional
optimization outcomesthrough cost reduction, speed,
and efficiency• Horizon 1 +• Enablement of the OneOffice model of digitalmarketing and sales services• Driving unmatched stakeholder experience• Horizon 2 +• Ability to drive OneEcosystem synergy via
collaboration across multiple organizations• Driving completely new sources of value• Horizon 1 +• Consulting and advisory capabilities in
addition to implementation services• Investments in internal employee training anddevelopment• Ability to drive business transformation• Strong services-specific IP• Broader and deeper partnerships withtechnology vendors• Horizon 2 +• Comprehensive coverage across the digital marketingand sales value chain and beyond• Ability to drive IT + business transformation• Differentiated IP and market-leading proprietary
solutions• Strong employee investments complemented withaccess to alternative talent pools• Well-rounded ecosystem of technology vendors,
start-ups, and technology vendors• Modest scale and size ofdigital marketing and sales
investments• Targeted industry andgeography go-to-market• Horizon 1 +• Digital marketing and sales organic
investments• Ability to offer outcome-driven commercial
models• Ongoing investments in market education• Horizon 2 +• Front office-focused organic and inorganic
investments• Formalized approach to co-creation with clients andpartners• Ability to target broad industry and geographicalcoverage with specific solutions• Purpose-driven client and partner relationships• Modest growth on a low base
• Strong client feedback ondriving functional
optimization• Perceived as a credible vendor• Strong growth on a sizeable book of business • Market leading size and growth• Strong client feedback on driving CX and EX• Strong client feedback on driving new sources of• Ability to target broad industry andvalue
geographical coverage• Perceived as a market thought leader• Perceived as a strategic partner

Competitive differentiators

Offering maturity• Strong implementation
capabilities• Technology—specific talentfocused on key process
domains
Services specific proprietary tools and solution• Focused partnerships andacceleratorsstrong PX
Services specific patents and intellectual property • Limited industry-specific IP

Execution andBreadth and depth of marketing and sales
innovation capabilities: services
The What?
Strength of talent pool
(25%)

Strength of ecosystem
Go-to-market strategy:
The How?

Relevant acquisitions and other investments(25%)

Industry and geographic client portfolio

Co-innovation and collaboration approaches

Creative commercial models
Thought leadership and market education

Market impact:
The So What?
(25%)

Size and growth marketing and sales practice
Proven outcomes showcasing nature of value
delivered
Voice of the customer© 2023 | HFS Research

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3
© 2023 | HFS Research

Client reference demographics
and market dynamics

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Client reference demographics
Client references by industry sector

Client references by revenue size
32%

Software and High-Tech

32%

Manufacturing / Industrial
Products

21%

21%

26%

21%

Healthcare

16%

Banking and Financial
Services

5%Media and Entertainment

5%

Other (please specify)

5%

Pharma / Life Sciences

5%

Less than $1
Billion$1 Billion - $10
Billion$11 Billion - $50
BillionGreater than $50
BillionOrganizational alignment of client references
11%

Business

11%
Response

5%

IT

Retail / Consumer
Packaged Goods (CPG)

5%

Hybrid79%

Others*: Professional services
Sample: 19 client references
Source: HFS Research, 2023

© 2023 | HFS Research

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Emerging themes and dynamics in digital marketing and sales
services
Re-invention of the way sales works in a hybrid reality: remote selling requires new technology and techniques

Increased demand for design and consulting capabilities to outline the strategy: design thinking is mature and growing

Data-driven marketing is creating demand for new and upskilled talent, including data science and analytics

The technology partner ecosystem continues to grow and expand, from traditional CRM and Martech vendors to niche industry
and AI providers

Brand responsibility across DEI and sustainability is top of mind for marketers, and they are leveraging partners to help improvecustomer trust© 2023 | HFS Research

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4
© 2023 | HFS Research

Horizons landscape:Digital marketing and sales
services, 2023

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HFS Horizons Digital Marketing and Sales Services - Summary ofproviders assessed in this report
Providers(alphabetical order)

HFS point of view

Accenture

Technology and design excellence provides a comprehensive approach to ‘growth services’

CognizantContinued investment in CX bolsters robust operations capabilities

Concentrix

A CX leader with growing portfolio of capabilities

Genpact

A data-driven operators’ lens for ecosystem innovation

HGS

A refreshed digital brand signals promise for full front-end services

Infosys

Driving Omnichannel strategies with Human centric approach

MphasisUser experience expertise to drive personalized experiences

TCS

Scale and depth of tech expertise are the foundation for digital experiences

Tech Mahindra

Pushing the envelope with cutting edge services© 2023 | HFS Research

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HORIZON 1 – Disruptors

SYNERGYV A L U E A S P I R AT I O NHORIZON 2 – Enterprise Innovators

EXPERIENCEHORIZON 3 – Market Leaders

OUTCOMESENTERPRISE
FUNCTIONAL

I N N O VAT I O N S C O P E

NETWORKHFS Horizons—Digital marketing and sales service providers
Horizon 3–New sources of value
Horizon 2 +Ability to drive OneEcosystem synergy driving completely new sources of value• Martech and sales technologies integrated with other emerging technologies• Ability to drive IT + business transformation with differentiated IP and proprietary solutions• Strong employee investments complemented with access to alternative talent pools• Well-rounded ecosystem of technology vendors, start-ups, and technology vendors• Formalized approach to co-creation with clients and partners• Purpose-driven client and partner relationships• Perceived as a market thought leader
Horizon 2—Improving stakeholder experience
Horizon 1 +Enablement of the OneOffice model of enterprise-wide connected front office driving unmatchedstakeholder experience• Consulting and advisory capabilities in addition to implementation services• Strong expertise across all marketing and sales technologies• Ability to drive business transformation leveraging robust IP• Investments in internal employee training and development• Broader and deeper partnerships with technology vendors• Ability to offer outcome-driven commercial models• Strong client feedback on driving CX and EX and perceived as a strategic partner
Horizon 1—Driving business outcomes• Ability to drive functional optimization outcomes through cost reduction, speed, and efficiency• Strong implementation capabilities• Strong expertise across some martech and sales technologies• Partnerships with leading technology vendors• Modest scale and size of digital and marketing services• Focused industry and geography go-to-market• Perceived as a credible vendor

Note: All service providers within a “Horizon” are listed alphabetically© 2023 | HFS Research

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5
© 2023 | HFS Research

Cognizant profile: Digitalmarketing and sales
services, 2023

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Cognizant: Continued investment in CX bolsters robust operations
capabilities
HORIZON 3 – Market Leader

HORIZON 2 – EnterpriseInnovator

HORIZON 1 – Disruptor

Strengths• What to continue: ​Cognizant’s significant• Approach to digital marketing and sales services: Cognizant’s approach to the digital marketing and sales
investments in its design and CX capabilities havecombines human-centered insights, data intelligence, core technologies, and business processes experience tobolstered its ability to execute on an end-to-end CX
address client challenges. Its vision for experiences that combine EX + CX are well aligned to HFS’ OneOffice.
and omnichannel vision.
• Key differentiators: ​Varied acquisitions across the areas of expertise listed above are building a uniquecapability for Cognizant. IdeaCouture brings digital, strategy, behavioral science, and heuristic expertise. A more • Other next steps for development:​ The flip side ofits creative expertise being a hidden gem is that many
recent acquisition is Lev, a full-service digital marketing agency. Cognizant’s creative capabilities have been acurrent clients leveraging other services are not aware
well-kept secret and complement its business operations and technology capabilities well.
of these capabilities. Cognizant should develop• Technology innovation: ​Cognizant has a solid foundation of tech capabilities and proprietary IP to leverage forthought leadership and more aggressively market its
its marketing and sales clients, some of which are tailored to industry-focused solutions. Outside of servicesagency and heuristic capabilities to drive mind share.
agnostic IP such as Cognizant Neuro, tools like Content Builder are tailored to marketing, with this content• Customer critiques: Cognizant can do a better job of
automation tool creating multi-channel marketing content.
setting expectations with clients when dealing with
• Customer kudos: Clients praise Cognizant’s scale of operations, innovation, and service excellence. Clients arecomplex projects to avoid surprises in the process ofimpressed with its techniques and tools, which it defines professionally and clearly. Cognizant nicely presents as
iterating.
“one face to the customer.”

Relevant M&A and partnerships
Acquisitions (2019–2022)• IdeaCouture, Lev, Magenic, Linium, Servian
Partnerships• Cognizant has 300+ partners across the partner
ecosystem. Global strategic partners such as
Adobe, Microsoft, Salesforce, Google and AWS
are market makers with high growth potential,aligned to Cognizant’s digital experiencestrategy and capabilities.
• Additional technology partners include Sitecore,
Acquia, Aprimo, OpenText, Quadient, Pega,
Marketo, Oracle, Veeva, Unica, Optimizely,
Tableau, Tealium, Braze, Bloomreach,Contentful, Seismic, Workfront, Episerver, IBM,
Hubspot, Hyland© 2023 | HFS Research

Development opportunities

Key digital marketing Global operations andand sales clientsresources

Flagship internal IP related to digital marketing and sales• Experience Blueprint: Connecting an omnichannel experience to the enabling operational levers• xperience Accelerator: Rapidly exploring, prototyping, and testing new experience concepts• PixelPerfect: UI validation automation tool that programmatically detects any visual deviations of amarketing collateral with the original creative comp, resulting in significant effort and cost savings for
Locationsboth QA team members on testing and remediation as well as creative design team members on• Cognizant has more thanreview
Key clients
100 global studios and• Content Builder: Suite of content automation tool that programmatically builds and authors multi• International luxury
delivery centers supporting
channel marketing content across web CMS content, email campaigns, landing pages, and eDetails
hotel and resort
more than 30 languages• UX Maturity Assessment Framework: Measures UX maturity across customer experience portfolios,company, American
linked to the sales andbringing a methodical and consistent approach in the heuristic analysis of clients’ customer
fast-food restaurantmarketing services offerings.
experiences
chain, multinational • For sales and marketing• Martech Optimization Framework: A ready-to-deploy framework that rationalizes an organization’s
home appliancesupport, there are about 25
marketing technology stack through consolidation, standardization, and modernization while
manufacturer
significant locations globally.
supporting the brand’s business objective and customer experience delivery expectations across theenterprise
Number of digitalmarketing and salesclients• Marketing: 75+• Sales: 100+

Digital marketing and sales
headcount• Not disclosed

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6
© 2023 | HFS Research

HFS Research authors

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HFS Research authors
Melissa O’Brien

Krupa K S

Executive Research Leader

Senior Analyst

melissa.obrien@hfsresearch.com

krupa.ks@hfsresearch.com

Melissa O'Brien is Research Leader, Customer Engagement, Retail, andTravel Strategies at HFS Research. Melissa leads HFS’ research initiatives
for digital front office services, including customer engagement operations,digital marketing, cognitive agents and CX design and consulting, focusing
on the trends and change agents that are driving customer experience
across the enterprise.
In addition, her industry research focuses on key dynamics within retail,
CPG, travel, and hospitality, with regard to customer-centric strategies,
intelligent operations, and service delivery.

© 2023 | HFS Research

Krupa is a Senior Analyst at HFS Research, and she is part of data
products. She is responsible for ITO-BPO outsourcing contracts, merger
and acquisition data collection and analysis for different service lines. She
also works with practice leads with the focus around Business processservices and digital technologies
She has over four years of experience in business research and analysis
in Excellence4U Research Services and Futurecorp Consulting. She was
the part of the market research team, where her responsibilities were
performing secondary research for company profiling, industry analysis
and competitive analysis. At Excellence4U, she worked with technology
mapping team that helped to know the clients, the products that were usedwhich would help them to understand the need of customers.

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About HFS
Insight. Inspiration. Impact.
HFS is a unique analyst organization that combines
deep visionary expertise with rapid demand-side
analysis of the Global 2000. Its outlook for the future isadmired across the global technology and business
operations industries. Its analysts are respected fortheir no-nonsense insights based on demand-sidedata and engagements with industry practitioners.
www.hfsresearch.com

HFS Research introduced the world to terms such as“RPA” (Robotic Process Automation) in 2012 and more
recently, Digital OneOffice™ and OneEcosystem™.
The HFS mission is to provide visionary insight into
the major innovations impacting business operations
such as Automation and Process Intelligence,
Blockchain, the Metaverse and Web3. HFS has deep
business practices across all key industries, IT andbusiness services, sustainability and engineering.

© 2023 | HFS Research@hfsresearchwww.horsesforsources.com

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