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IDC’s Syndicated Survey, 2026: Agentic Marketing ROI in Large Enterprises

Gerry Murray — Mon, 09 Nov 2026 05:00:00 GMT

This IDC Survey Presentation provides IDC’s July 2026 survey of 115 large U.S. enterprises on agentic marketing ROI. Median ROI is 25%, and 78% are past proof of concept. Only 19% have agents embedded in core operations. Data readiness, governance, and training lag deployment, since just 40% have C-level sponsors. Custom tools rate best for ROI. Integration and cost drive vendor choice. Respondents expect 25+ agents per marketer within two years.

Sprinklr's Platform Push at CXUnifiers 2026 Rests on Social Data and Customer Context

Roger Beharry Lall, Tapan Patel, Hayley Sutherland — Mon, 09 Nov 2026 05:00:00 GMT

At CXUnifiers 2026, Sprinklr launched a beta of six Marketing AI Agents and outlined a context graph and an open agent layer designed to unify its social, marketing, service, and customer feedback products into a single AI platform. The plan builds on the social and conversation data Sprinklr already collects, and its success will depend on published evidence that this context improves AI agent results and on winning over the IT and AI leaders who now take active role in choosing AI agent platforms for customer experience.

2026中国AI驱动的业务创新之厂商实践：AI销售增长引擎——基于奥哲企业级AI平台驱动的销售增长实践

Nicholas Guo — Fri, 06 Nov 2026 05:00:00 GMT

本IDC看法报告围绕奥哲AI销售增长引擎实践展开：“执行概况”提炼项目背景、核心观点与行动建议；“市场综述”依次剖析原有业务痛点、AI技术与多智能体体系、流程岗位改造、内部量化成效、行业复制路径、行业借鉴启示及未来展望；“给技术买家的建议”面向B2B销售决策者输出选型核查与落地指引。

“B2B销售智能化很容易陷入只看AI写文案、写邮件这类表层能力的误区。奥哲的实践表明，AI销售的真正价值是把情报采集、线索筛选、沟通纪要、商机辅助深度嵌入完整销售工作流，并且把分散在销售个人手上的经验、沟通记录沉淀为组织可复用资产。企业选型要区分项目型复杂销售和标准化SaaS销售，二者对智能体的诉求差异很大，同时必须守住关键商务节点人工审核的底线。该实践来自厂商自身业务落地，每家企业客户的行业、线索质量、销售团队能力各不相同，不可直接照搬指标，务必开展POC验证后落地。”——郭越，IDC中国高级研究经理，AI驱动的业务创新战略研究。

Agentic Commerce Approaches a Tipping Point: Tech Giants Battle for Dominance

Gerry Murray — Fri, 06 Nov 2026 05:00:00 GMT

This IDC Market Perspective assesses 2026 agentic commerce announcements and their implications for technology suppliers. It maps six commercial control points, identifies monetization models and cross-cutting control rights, examines the total intermediary take rate, and evaluates how partnerships and regional ecosystems redistribute power across competing routes to market.

"The suppliers that dominate their layer of the agentic commerce ecosystem and hold proprietary records, governed decisions, and verifiable outcomes will keep pricing power. Those that depend on connectors or interfaces will be more vulnerable to margin erosion," says Gerry Murray, research director, Enterprise Marketing Applications and Agents, IDC.

Google Announces Gemini 4 Carbon — A Frontier Model Release for Enterprise Knowledge Work, Complex Software Engineering, and Cyberdefense

Tim Law — Fri, 06 Nov 2026 05:00:00 GMT

Salesforce and Braze: Stronger Together or More Complexity Ahead?

Gerry Murray, Tapan Patel, Roger Beharry Lall — Fri, 06 Nov 2026 05:00:00 GMT

This IDC Market Note discusses how Salesforce's $5.66 billion acquisition of Braze brings real-time, mobile-first engagement and advanced AI decisioning to Marketing Cloud, aiming to accelerate Salesforce's capabilities and architecture. While Braze's product strengths and brand are expected to endure, customers face uncertainty around product overlap, integration, and commercial terms. IDC advises Braze customers to review options and secure commitments before close, as the acquisition's long-term impact on independence, pricing, and data stack neutrality remains an open question.

"With overlapping platforms and shifting road maps, the Braze acquisition is a test of Salesforce's promise to deliver real-time engagement without sacrificing customer choice or composability. The next chapter will be written by those who ask the right questions now." — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC

Zeta Live 2026: AthenaOS Extends Zeta Toward Enterprise AI in Advance of Third Quarter Earnings

Roger Beharry Lall, Gerry Murray, Tapan Patel — Fri, 06 Nov 2026 05:00:00 GMT

In advance of its third-quarter earnings call, announced on October 26 and scheduled for November 9, Zeta Global Holdings Corp. used Zeta Live 2026 held in New York City to introduce AthenaOS, an objective-driven enterprise intelligence layer now in beta. IDC sees the move from marketing platform to enterprise AI infrastructure as strategically bold, but Zeta will need significant follow-through to solidify that position. The Palantir Foundry partnership IDC examined in August supplies governed data, and Zeta's identity assets supply customer context. However, general availability is not planned until 1Q27, pricing and governance are undisclosed, and customers have yet to see how non-Zeta data joins Zeta intelligence.

Agentic Commerce Approaches a Tipping Point: Brands Race to Prepare

Gerry Murray — Thu, 05 Nov 2026 05:00:00 GMT

This IDC Perspective discusses how agentic commerce is moving faster than most marketing organizations can adapt. IDC projects that agentic shopping will grow from 3% of U.S. retail digital commerce transaction value in 2026 to 50% by 2033, while the platform capabilities that enable it are already shipping. CMOs should treat brand preference, machine-readable product evidence, governed real-time offers, and contractual control over customer data as one integrated discipline. Brands that benchmark their agent inclusion, verify transaction paths, and secure data rights now will be reliably selectable when agents make decisions.

"An agent can only recommend what it can verify and only buy what a brand can honor at decision time. The winners will pair human preference with machine-readable proof, then back both with offers, inventory, and authorizations that execute inside the agent's decision window" — Gerry Murray, research director, Enterprise Marketing Applications and Agents, IDC

Profound Zero Click London Recasts an AEO Vendor as an Agentic Marketing Platform

Roger Beharry Lall, Gerry Murray — Thu, 05 Nov 2026 05:00:00 GMT

Profound, which raised $180 million Series D at a $1.8 billion valuation on September 15, 2026, hosted its Zero Click London summit on October 22, 2026, which was the European stop on a world tour that ended in Singapore on October 29.

Attendees saw Aim, Context Manager, a new conversational Agent Builder, and a preview of Ads Studio, plus customer sessions from Bank of Ireland and De Beers. The event served as customer education and a repositioning exercise for Profound, recasting it from an answer engine optimization (AEO) vendor into a marketing platform. Customer evidence centered on visibility and conversion gains, and customers still review and approve most agent output.

2026年世界の製造業 Go-to-Marketハンドブック

Wed, 04 Nov 2026 05:00:00 GMT

本調査レポートは、『Worldwide Manufacturing Go-to-Market Handbook 2026（IDC #AP54750427、2026年5月発行）』の翻訳版に日本市場への読み替え方法を加筆し、テクノロジーベンダーが業界に特化した訴求ストーリーとGo-to-Market戦略を構築できるよう支援することを目的としたものである。製造業でもとくにブランド志向バリューチェーン（BOVC：Brand-Oriented Value Chains）固有のビジネス優先事項に合わせてマーケティングメッセージを調整し、提供する製品・サービスの構成（ポートフォリオ）を業界のニーズに合わせて整理し、見込み客や既存顧客に響く営業キャンペーンを立案する際に活用できる。本調査レポートを活用することで、テクノロジーサプライヤーは以下のことが可能になる。

自社のバリュープロポジションとマーケティングメッセージを、製造業の主要なビジネス優先事項、課題、投資促進要因に合わせる。
既存顧客や見込み客の優先事項と新たに生じているビジネスニーズを踏まえて、競争力のあるマーケティングメッセージとキャンペーンテーマを開発する。
自社の製品やサービスが、BOVCにおける具体的なビジネス課題をどのように解決するかを示す。
主要なプログラムとユースケースの関連性と投資の時間軸を理解し、自社のケイパビリティと照らし合わせた上で、Go-to-Marketのアクションプランに落とし込む。

本調査レポートで取り上げている優先事項、プログラム、ユースケースは、IDCのシニアアナリストが、継続的に実施している詳細な調査と、世界の製造業の主要ステークホルダーとの対話に基づいて選定したものである。特定の顧客企業に向けた施策を検討する際は、個々の企業の戦略的なビジネス優先事項や取り組みが、サブ業種や組織ごとのデジタル成熟度によって異なる可能性があることを考慮する必要がある。

IDC Manufacturing InsightsのリサーチディレクターであるJonathan Langは、「2026年に見られる最大の変化は、サプライチェーン、生産、消費者エンゲージメントが、もはや別々のモダナイゼーションの取り組みではなくなったことである。先行する製造業者は、これらを1つにつながったデジタル戦略として捉えている。そこでは、ある領域で取得したデータが他の領域の価値を高め、いずれか1つの優先事項に関する投資判断も、残る2つを意識して行われるケースが増えている」と述べている。