This HFS Horizons report for digital marketing and sales services examines the capabilities of 9 service providers and paints the supplier landscape across the three HFS Horizons. It evaluates the capabilities of service providers across a range of dimensions to understand the “Why” (value proposition), “What” (execution and innovation capabilities), “How” (the Go-to-Market strategy), and “So What” (market and client impact) of their service offerings.
HFS highlighted Accenture’s strengths including:
Approach to digital marketing and sales services: Accenture has a structured innovation framework, “Connected Innovation.” Its digital marketing and sales services are clubbed under what Accenture calls “Growth Services,” which provide a comprehensive view of enterprises’ needs to generate revenue.
Key differentiators: Accenture’s N3 acquisition provided a significant capability of the B2B sales space. Accenture’s complementary consulting and agency capabilities are true differentiators, particularly the Accenture Song arm of the business (formerly Accenture Interactive), which enables its significant consulting, design, and creative expertise.
Technology innovation: SynOps is a comprehensive integrated platform bringing together diverse data, work orchestration, human + machine and insights, giving sellers relevant industry specific insights.
Customer kudos: Clients mention Accenture as their trusted partner that integrates into their environment as part of their team. Clients also appreciate Accenture for its flexibility and ability to understand their business models.
Accenture Named Overall Leader in the Everest Group Marketing Services Peak Matrix™ Assessment 2023
According to Everest, Accenture is one of the leaders “across all major geographies” and has “a strong presence across major industries”.
Everest highlighted Accenture’s strengths and states that it is one of the largest global providers of marketing services with 28,000+ FTEs. Its strong marketing services capabilities are supplemented by its robust consulting and strategy practice, and the fast-paced growth of Accenture Song has helped it further expand its client portfolio.
Accenture follows a delivery model where agencies under Accenture Song handle judgment-intensive processes such as creative, CX strategy, and media, while offshore and nearshore facilities under Accenture Operations manage delivery – enabling it to offer economical and localized services.
Furthermore, Everest states that Accenture has built a comprehensive ecosystem of analytics and digital solutions/tools backed by its AI-powered operating engine SynOps with four experience layers, which offer its clients a single and easy-to-use digital experience to activate service delivery. It also leverages 40+ third-party partnerships to cater to its clients and is one of the largest global partners for Adobe and Salesforce.
It continues to make investments in metaverse-related capabilities such as 3D content creation and management systems, training its workforce in skills relevant to the metaverse, and collaborating with clients across industries to develop relevant use cases.