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Market Share: Worldwide Creative Applications Shares, 2025

Roger Beharry Lall — Tue, 21 Jul 2026 04:00:00 GMT

This IDC presentation provides a detailed breakdown of vendor revenue, share, and growth across the creative applications market in 2025. The worldwide creative applications market reached $22.0 billion in 2025, growing 17.2% as generative AI accelerated content production economics and expanded the buyer base well beyond traditional creative departments. The market remains highly concentrated at the top, yet competitive dynamics below that tier are shifting, with several challengers posting growth rates well above the market average on the strength of accessible, AI-native platforms.

“Generative AI is restructuring the underlying economics of content production in this market, and today’s share rankings still reflect yesterday’s workflows. Established vendors have earned their positions and are not going anywhere, but the next wave of growth will be contested at the margins by a new generation of vendors rewriting the rules of creative production.” — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC

Worldwide Manufacturing Conversation Handbook, 2026 – IDC Manufacturing Insights: Industry Intelligence

Jonathan Lang, Stephanie Krishnan, Nigel Wallis, Heriberto Roman — Tue, 21 Jul 2026 04:00:00 GMT

This IDC Market Presentation is designed to provide general knowledge to support technology suppliers' salespeople when they approach manufacturing buyers. The IDC Industry Conversation Handbook is aimed at igniting meaningful customer engagement, addressing the following questions:

What is the industry structure and what are the key business processes?
How can you improve your sales approach to better address the needs of potential buyers?
Learn about how specific technologies interact with the industry and how to position your offerings to meet industry requirements effectively.
Communicate competently with buyers by using language that resonates with them, initiating conversations, and asking questions that are relevant to their interests and needs.
Showcase the most appropriate products/services that meet the buyer's needs, illustrating with real-life examples how they can be advantageous to the buyer.

The topics discussed in this Industry Conversation Handbook are selected by senior IDC analysts based on in-depth and ongoing IDC research about the key technologies applied to operations within the manufacturing industry.

The handbook equips sales professionals with basic information concerning the manufacturing industry to contact buyers with confidence. It provides a toolkit to spark discussions, helping salespeople show preparedness and stimulate interest in technology buyers with significant conversational teasers and examples. It does not provide an in-depth analysis of the industry or of buyer personas, nor does it seek to present a comprehensive sales strategy.

"Manufacturing leaders prioritize partners that can translate technology into measurable outcomes across value chains," said Jonathan Lang, research director, IDC Manufacturing Insights. "Vendors must demonstrate how their solutions integrate across IT and OT environments to drive real-time visibility, coordinated action, and continuous optimization. Success depends on aligning capabilities to production realities, from factory floor execution to supply chain variability. Those that can connect data and systems to their decisions in a unified operational model will define the next phase of manufacturing competitiveness."

Industry Market Forecast: Asia/Pacific Retail, 2026

Filippo Battaini, Margot Juros, Cristiano Quattrini, Luciano Ramos, Nigel Wallis — Mon, 20 Jul 2026 04:00:00 GMT

This Industry Market Forecast for Asia/Pacific (APAC) retail in 2026 provides tech vendor product managers and market intelligence leads with an overview of retail digital transformation (DX) spending and insights into the regional retail market context. It highlights how retail organizations are investing in industry-specific DX use cases in the region in 2026.

By looking at the size of the regional market and the fastest-growing use cases, technology vendor executives can better evaluate:

Investment areas in product or service development
Sales and marketing campaign prioritization
Market penetration

Used in combination with the other IDC Industry Intelligence reports, this document can help technology vendors to gain a competitive advantage in the Asia/Pacific region.

"Retail in Asia/Pacific continues to lead in digital innovation, with accelerated adoption of AI, platform-based business models, and hyper-connected ecosystems. Retailers are investing in intelligent supply chains, unified commerce, and real-time engagement to meet highly digital, mobile-first consumer expectations. At the same time, the diversity of market maturity across the region is driving demand for scalable, flexible, and localized solutions," says Filippo Battaini, research manager, IDC Retail Insights. "Vendors that align with regional platforms, support rapid innovation cycles, and deliver AI-driven outcomes will be best positioned to capture growth in this dynamic market."

A CMO’s Guide to Google’s 2026 CX Strategy

Gerry Murray — Fri, 17 Jul 2026 04:00:00 GMT

This IDC Perspective discusses Google’s 2026 CX strategy, which ushers in agent-driven commerce, integrating AI-powered agents, Universal Commerce Protocol, and persistent shopping experiences. Google aims to mediate and monetize the customer journey. CMOs must adapt by enhancing product data, enabling real-time decisioning, and redefining brand roles within Google’s ecosystem to ensure visibility, seamless interoperability, and consistent customer experience across both Google and owned channels.

“In the era of agentic shopping, first-mover brands that adapt to the new rules of agentic commerce will gain structural share advantages,” says Gerry Murray, director of Enterprise Applications and Agents at IDC. “Product visibility through commerce AEO will be equally or more important than brand visibility via content AEO.”

Market Forecast: Worldwide Sales Force Productivity and Performance Software Forecast, 2026–2030 — Steady But Slowing Growth for a Mature Market

Michelle Morgan — Fri, 17 Jul 2026 04:00:00 GMT

This IDC presentation provides worldwide sales force productivity and performance software market forecast for 2025–2030. The sales force productivity and performance market is forecast to reach $35 billion in 2030, demonstrating a mature, predictable market that continues to attract sustained vendor investment and buyer confidence. The Americas' share, which declined from 61% in 2025 to 57.6% in 2030, suggests that the historically dominant revenue engine for sales force productivity and performance vendors is losing momentum. Without proportionally faster growth in APJ and EMEA to offset, overall market expansion may continue to face headwinds.

"The sales force productivity and performance market is growing at a consistent pace — 8.9% CAGR this year versus 8.8% projected last year — which is either a sign of a well-understood market or a sign that the models have stopped learning much from new data. Probably some of both. What is more interesting is the regional rebalancing: The Americas still holds 61% of the market in 2025, but that share is forecast to slip to 57.6% by 2030, while APJ and EMEA each add more than a point. That is a slow shift; but in a market forecast to decelerate toward 8.4% annual growth by 2030, where the next wave of buyers comes from matters. The vendors that have been treating international expansion as an afterthought may want to revisit that posture." — Michelle Morgan, senior research manager, Sales Force Productivity and Performance

Tanium Achieves ENS Alta Certification, Unlocking Spain's Most Sensitive Public Sector and Critical Infrastructure Markets for the Autonomous IT Platform

Philip D. Harris, CISSP, CCSK — Wed, 15 Jul 2026 04:00:00 GMT

Tanium has achieved ENS Alta certification for its SaaS solution, Tanium Cloud, making the Autonomous IT Platform the first independently validated at the highest tier of Spain's Esquema Nacional de Seguridad framework by the Centro Criptológico Nacional. ENS Alta governs access to Spain's most sensitive public sector environments — including central government ministries, autonomous communities, critical infrastructure operators, and essential service organizations — and achieving it positions Tanium to directly serve a market segment where independent CCN validation is a prerequisite rather than a preference. IDC views this certification as a strategically significant market access event for Tanium in Southern Europe, arriving at a moment when the transposition of NIS2 and the entry into force of DORA are expanding the population of Spanish organizations treating ENS Alta–level controls as a vendor selection benchmark — creating an accelerating commercial opportunity for the only autonomous IT platform validated at this level.

From Code to Biology: The Selective Capability Leap of Anthropic's Claude Fable 5 and Claude Mythos 5

Arnal Dayaratna — Tue, 14 Jul 2026 04:00:00 GMT

Anthropic released Claude Fable 5 and Claude Mythos 5 on June 9, 2026, as two deployments of the same underlying model. Fable 5 is generally available, while Mythos 5 is initially restricted to vetted cybersecurity and critical infrastructure partners. The primary dimension of the model's innovation, and the strongest evidence that it represents a step change in capability, is its performance in software engineering. Fable 5 outperformed Opus 4.8 and GPT-5.5 on SWE-Bench Pro and FrontierCode Diamond. The benchmark results were reinforced by Stripe's report that Fable 5 completed a 50-million-line Ruby code-base migration in one day, work the company estimated would otherwise require a full engineering team more than two months. The release was interrupted three days later by a U.S. export control directive; the Department of Commerce lifted the controls on June 30, and Anthropic restored access on July 1.

Accenture FY 3Q26: Solid Profitability and Cash Flow as Growth Moderates; New Moves in OT Security and the Midmarket

Lars Goransson, Douglas Hayward — Mon, 13 Jul 2026 04:00:00 GMT

On June 18, 2026, Accenture reported results for the third quarter of fiscal 2026 (ended May 31, 2026). Revenue of $18.72 billion rose 6% in U.S. dollars and 3% in local currency (about 4% excluding the roughly 1 percentage point drag from the U.S. federal business), with growth across all geographic markets, industry groups, and types of work. Profitability and cash flow were strong, and Accenture used the quarter to announce two strategic moves intended to open new sources of growth: a $4.2 billion acquisition-led expansion into operational technology (OT) security and the launch of Accenture Edge for the midmarket. The following growth rates are year over year and in local currency unless stated otherwise:

Worldwide Sales Force Productivity and Performance Market Shares, 2025: In Sales Tech, the Early AI Adopters Are Cashing In

Michelle Morgan — Mon, 13 Jul 2026 04:00:00 GMT

This IDC presentation provides worldwide sales force productivity and performance software market shares for 2025 calendar year. The sales force productivity and performance market grew nearly 10% in 2025, adding over $2 billion to reach $23.1 billion, with Salesforce, Microsoft, and Oracle together commanding 55% of the market. Growth was global, with EMEA and APJ outpacing the Americas and public cloud now representing 90% of market spend. The standout winners were vendors that moved early and decisively into agentic AI.

“The 9.8% growth we’re seeing in sales technology is no coincidence. It’s the direct fingerprint of agentic AI entering the revenue stack. Autonomous agents that can prospect, qualify, and follow up without human prompting are collapsing the distance between intent and action. We’re not just automating tasks anymore; we’re automating entire selling motions.” — Michelle Morgan, research manager, AI-Enabled Sales, Customer Service, and Contact Center Strategies at IDC

Klaviyo's K:LDN Play: Two Agents, One Profile, and a European Land Grab

Roger Beharry Lall — Fri, 10 Jul 2026 04:00:00 GMT

Klaviyo (NYSE: KVYO) used K:LDN 2026 (in London on June 30, 2026) to announce the public beta of its marketing agent composer, to level up the positioning of its customer agent and service agent, and to introduce a new social product, Klaviyo Social Marketing, each drawing on a single, real-time customer profile. The company pitched a virtual flywheel to attendees in which service fuels marketing and vice versa, reducing the traditional gap that results in missed opportunities and frustrated customers. These functions operate on the same shared Klaviyo Data Platform (KDP), making each one sharper and ultimately making brand campaigns more effective.