Gartner 2022 Digital Experience Platforms reveals leading vendor … – CMO


Headless CMS, composable systems, the blurring of the line between content and commerce plus growing customer data demands all disrupting the content management ecosystem
Content operation ecosystems are on the rise, headless CMS is gaining ground, there’s a shift towards composable solutions and a blurring of the line between content and commerce, Gartner’s latest digital experience platforms report highlights.
The research firm released its 2022 Digital Experience Platforms Magic Quadrant report last week exploring the state of the DXP market as well as list of vendors both leading the way as well as challenging the status quo.
Four vendors made the leaders list in terms of DXP systems: Adobe, Optimizely, Acquia and Sitecore. Adobe’s Experience Cloud was top of the list, highlighted as a leader for its widely adopted and highly recognisable platform, sophisticated and broad set of functionalities and extensive supporting ecosystem. On the cons side were premium pricing and a high total cost of ownership, complex digital experience management tools and limited business-to-employee use cases.
Optimizely also made the leadership quadrant, with strengths including its recent acquisition of Zaius’ customer data platform (CDP), introduction of more journey mapping and data management capabilities, simple and scalable packaging and pricing, plus rich multivariate testing and digital experience optimisation tools. Cautions revolved around Optimizely’s lack of versatility compared to other vendors on the list, limited security and access control capabilities and a swathe of acquisitions that could disrupt the product roadmap.
Acquia’s strengths, meanwhile, included a strong focus on composability, the extensive and proactive support of the open source Drupal community, and investments into business tech capabilities such as data science and citizen development to better empower digital marketing users. Cons identified by Gartner included a slower pace of innovation compared to other vendors in the category, weaker customer journey capabilities and less formal tech partner ecosystem support.
Sitecore’s Digital Experience Platform made the leadership ranks for its push towards more composable and cloud-based solutions, a broad set of CX-centric capabilities for B2C use cases and a wide array of partners and technology alliances. Cautions ranged from the multi-year nature of the shift to SaaS approach, to being behind the market for investing in customer data management and personalisation and limited business-to-employee support.
In addition, Gartner noted a number of challengers with a strong ability to execute: Salesforce, Oracle, HCL Software, OpenText and Liferay. Visionaries with less ability to execute included Bloomreach and Magnolia. Five vendors made the research firm’s niche players list: Crownpeak, CoreMedia, Progress, Kentico and Squiz.
According to Gartner, core capabilities of a DXP include content management, account services, personalisation and context awareness, analytics and optimisation, customer journey mapping, customer data management, cloud and artificial intelligence (AI) capabilities, architecture and platform design, security and access control, integration and extensibility and multi-experience support.
To be considered for the DXP Magic Quadrant, vendors had to demonstrate an ability to execute through core products, overall viability, sales execution and pricing, market responsiveness and a track record with clients, marketing execution, customer experience and operational capability. They also needed to demonstrate completeness of vision in terms of product roadmap and market understanding.

In its analysis of wider trends across the DXP space, Gartner said content operations ecosystems are on the rise and DXPs are often at the centre of them. In response, DXP providers have been expanding the breadth and depth of content types they can cover by offering things like digital asset management (DAM) for rich media and product information management (PIM) for product-related data.
Another key trend influencing the market is growing interaction between content and commerce.
“Owing to the Covid-19 pandemic and resulting surge in digital commerce, self-service and service delivery, the content-plus-commerce model has seen a dramatic rise in popularity,” the report authors stated. “Many DXP vendors have been either bolstering their own commerce solutions or expanding integrations with best-of-breed digital commerce, search and merchandising vendors. This applies not only to B2C, but also increasingly to B2B use cases. In B2B, the convergence of DXP, digital commerce and digital sales enablement tools is enabling a combination of self-service and assisted digital selling, with ongoing interactions between buyers and sellers.”
Headless CMS technology is also growing in popularity as the push towards composability, identified by Gartner in its 2021 DXP Magic Quadrant report, continues.
“Currently, the proportion of organisations opting to assemble a DXP from multiple composable components is roughly equal to that choosing to purchase a monolithic solution from a single vendor,” Gartner stated. “However, there are indications that the market is moving more toward composable DXPs, so this ratio will soon start to change.”
Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  
You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia’s Linkedin company page    
Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.
Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.
Tags: Gartnercmsdigital marketingmarketing technologymartechdigital experience platformsheadless commerceheadless publishing
CMO’s State of the CMO is an annual industry research initiative aimed at gauging how …
Now in its sixth year, CMO's State of the CMO is an annual industry research …
CMO’s State of CX leadership survey is a new annual research initiative gauging the state …
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
More Videos
Turning your content into customers
More Brand Posts
More Partner Zone
Brand Activation Agency will help you build your brand.B-Corp boutique social impact & marketing agency specializing in digital brand…
Romilly Izara
According to survey reports 62 per cent of companies surveyed reported loyalty programs have kept customers engaged, and 93.1 per cent of…
alex morgan
Great wrap up CMO!Watching closely on the Optimizely x Google Cloud partnership.
Benni Lucas
This article is so vague. No data, no examples.
Peter Evans
What a great help! You can also use apps like Connecteam to establish great leadership. Not only that your management of employees would …
Kimberly Wise
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
Author, leadership expert
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Managing Director, Publicis Queensland
This is the 8th CMO50 list I have presented. And I’ve watched how the calibre of the submissions has risen, and seen nominations evolve in terms of quality, earnestness and candour.
Publisher and Editor, CMO
Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

About us | Contact us | Privacy Policy | Reprints | RSS
Copyright © 2022 IDG Communications, Inc. ABN 14 001 592 650. All rights reserved.
Reproduction in whole or in part in any form or medium without express written permission of IDG Communications, Inc. is prohibited.


Leave a Reply

Your email address will not be published. Required fields are marked *