Salesforce, Adobe, and Oracle take the lead in the DXP market; IBM and Microsoft fail to make it to the Gartner’s 2020 Magic Quadrant Report.

As per Gartner’s 2020 Magic Quadrant Digital Experience Platforms report, Salesforce, Oracle, OpenText, and SAP are classified as challengers in terms of digital experience technology adoption. Meanwhile, Adobe, Sitecore, Acquia, Liferay, and Episerver have earned the top spots for digital experience platforms (DXP).

Gartner’s Magic Quadrant for the New Digital Customer Service Era

Top companies such as IBM, Microsoft, and SDL could not make it to the report; however, Gartner said that this does not reflect a negative view of these companies; instead, it shows changing evaluation criteria. The research firm reviewed organizations after considering several criteria including how they are executing their digital platforms, financial health, marketing responsiveness, and how well vendors understand customers’ evolving needs. Moreover, the Magic Quadrant report also takes into account sales and marketing strategies, business models, and innovation in digital experiences including analytics, ML and IoT.

Offering insights on the overall state of the DXP market, Gartner said DXP adoption has become a necessity for the majority of the companies due to increasing customers’ expectations for digital experiences. At present, the DXP market is fragmented and is evolving gradually. Top leaders including Acquia and Liferay have been able to support a variety of DXP scenarios and meet customers’ needs. Along with fulfilling DXP requirements, the companies and have been successful in selling to new customers across multiple industries.

On the other hand, challengers such as Salesforce and Oracle have showcased the ability to execute on their DXP, with healthy businesses and customer bases, as well as products that suit current demands. Gartner states that these organizations may strive to satisfy future needs from a business perspective; however, they lack the vision of leaders.

Content Marketing Will Undergo Transformations in 2020

According to the report, niche players including CoreMedia, Crownpeak, Kentico Software, and Squiz, focus on limited DXP deployment scenarios and have limited geographic presence besides their home market. They are restricted by focusing on a narrow set of industries. The Gartner report cited an increasing need to access content as a service, via APIs and delivered to any channel for a customer journey. The rise in demand for digital transformation is feeding directly into the choice of DXP from web CMS at the entry point for digitally young companies right through to complex DXPs that integrate with the tech stack of the business. There has been an increasing focus on API-driven integrations since  DXPs are designed to be implemented into the existing architecture of the company.