This report provides organizations with a view of the marketing and sales business process transformation services landscape. It begins with a summary of key enterprise and outsourcing trends and identifies the service providers organizations can engage with to modernize marketing operations, revenue operations, content, campaigns, customer intelligence, and sales support. Avasant evaluated 72 providers and recognized 28 that delivered the most value to the market over the past 12 months. The report includes detailed profiles of the recognized providers, covering their marketing and sales capabilities, representative clients, partnerships, proprietary assets and platforms, case studies, practice maturity, and future-proofing.
Service providers are shifting from isolated campaign execution to AI-enabled, platform-driven operations by integrating marketing, customer data, revenue intelligence, and sales support to enhance speed, personalization, and revenue impact.
Marketing operations are becoming the strategic layer for AI-driven growth, connecting execution with measurable outcomes. Providers are transforming fragmented MarTech investments into AI-ready environments, focusing on customer data, attribution, and closed-loop measurement, supported by proprietary IP and AI.
Delivery capacity is increasingly reliant on digital solutions rather than linear workforce growth, with specialized talent enhancing capability. However, commercial models are evolving slowly, leading providers to adopt hybrid structures that merge effort, output, and outcome as AI takes over traditional services.
The Marketing and Sales Business Process Transformation 2026 RadarView™ helps organizations identify providers for this transition by evaluating their practice maturity, innovation, and alignment with new commercial operating models.
This RadarView analyzes the following 28 providers in the marketing and sales business process transformation space: Accenture, Adobe, Capgemini, Cognizant, Concentrix, Deloitte, Dentsu, eClerx, EPAM, EXL, Genpact, HGS, IBM, Infosys, LTM, Microsoft, Monks, NTT DATA, Omnicom, Oracle, Publicis Groupe, Salesforce, TCS, Tech Mahindra, TELUS Digital, Wipro, WPP, and ZS.
Our evaluation of service providers is based on primary input from the providers, focused briefings, public disclosures, and Avasant’s ongoing market interactions. The assessment spans the two dimensions of practice maturity and future-proofing, leading to recognition of the providers that have delivered the most value to the market over the last 12 months.
About the report (Pages 3–5)
Executive summary (Pages 6–12)
Supply-side trends (Pages 13–18)
Service provider profiles (Pages 19–71)
Appendix: RadarView overview (Pages 72–75)
Key contacts (Page 76)
Read the Research Byte based on this report. Please refer to Avasant’s Marketing and Sales Business Process Transformation 2026 Market Insights™ for detailed insights on demand-side trends.
Avasant’s research and other publications are based on information from the best available sources and Avasant’s independent assessment and analysis at the time of publication. Avasant takes no responsibility and assumes no liability for any error/omission or the accuracy of information contained in its research publications. Avasant does not endorse any provider, product or service described in its RadarView™ publications or any other research publications that it makes available to its users, and does not advise users to select only those providers recognized in these publications. Avasant disclaims all warranties, expressed or implied, including any warranties of merchantability or fitness for a particular purpose. None of the graphics, descriptions, research, excerpts, samples or any other content provided in the report(s) or any of its research publications may be reprinted, reproduced, redistributed or used for any external commercial purpose without prior permission from Avasant, LLC. All rights are reserved by Avasant, LLC.
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