rssmarketingandsales

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 KDP data making each one sharper and ultimately making brand campaigns more effective.

Salesforce Connections 2026: Short-Term ROI on Marketing AI to Drive Long-Term Transformation

Gerry Murray, Heather Hershey, Douglas Hayward, Roger Beharry Lall, Tapan Patel — Wed, 08 Jul 2026 04:00:00 GMT

This IDC Perspective summarizes Salesforce Connections 2026 and its implications for CMOs and marketing technology buyers. The document covers Salesforce's Agentforce Marketing and Commerce announcements, including the pipeline generation agents Piper and Hunter, the Contentful acquisition, the Agentforce Marketing Goals Agent, and Headless 360 MCP campaign management capabilities.

"The road to scaling agentic marketing is ultimately an organizational, process, and technological transformation proposition, each step of which will have to pay its way," says Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC. "By forming its go-to-market strategy on this principle, Salesforce aligns itself with CMO agendas and CFO requirements for funding enterprise-scale investments, which expands account TAM and accelerates Salesforce's ability to capture share of the agentic infrastructure spend."

Omnea Advances Spend Orchestration with MCP Integration and Tropic Price Intelligence Partnership

Patrick Reymann — Tue, 07 Jul 2026 04:00:00 GMT

Omnea, a London-based provider of procurement orchestration and third-party risk management (TPRM) software, made two notable product announcements in June 2026. The company launched a Model Context Protocol (MCP) server that connects its procurement data to leading AI assistants and announced a partnership with Tropic to embed real-time SaaS price intelligence directly into procurement workflows. Taken together, these moves signal Omnea's intent to position its platform as an agentic operating layer for enterprise procurement.

Addressing the Pipeline Conversion Gap: What CMOs and CROs Must Do to Turn Marketing Demand into Measurable Revenue

Andrea Siviero, Sudhir Rajagopal, Heather Hershey, Roger Beharry Lall — Tue, 30 Jun 2026 04:00:00 GMT

This IDC Web Conference Proceeding examines the structural disconnect between pipeline and revenue, starting with a clear diagnostic: where conversion breaks down across the customer buying journey, and why traditional pipeline metrics fail to reflect true performance. It also presents a cross-functional perspective across demand strategy, revenue operations, and sales alignment. IDC analysts share how high-performing organizations turn demand into measurable revenue by aligning to how customers actually buy, improving handoffs and orchestration, and adopting metrics leadership trusts.

Most organizations are generating more pipeline than ever, yet revenue performance isn’t keeping pace. While the marketing-sourced pipeline has grown, conversion rates, deal velocity, and win rates have stagnated or declined. The challenge isn’t about demand; it’s about what happens next.

This IDC Web Conference Proceeding explores:

Where pipeline-to-revenue breakdowns most commonly occur, and how to diagnose them
How buying behavior has changed, and the implications for conversion, engagement, and journey design
What high-performing organizations do differently to connect demand generation to revenue outcomes
How to improve marketing, sales, and RevOps alignment to reduce friction and accelerate deals
Which metrics truly reflect revenue impact, and how to move beyond volume-based reporting
How to build executive confidence in marketing’s contribution to revenue

Industry Go-to-Market Handbook: Worldwide Oil and Gas, 2026

Gaurav Verma, Claudia Medina, Nigel Wallis — Tue, 30 Jun 2026 04:00:00 GMT

This IDC Market Presentation contains the IDC Worldwide Oil and Gas Go-To-Market Handbook, 2026, which is designed to support technology vendors in building their industry-focused narratives and go-to-market strategies. It should be used to tailor marketing messaging to industry-specific business priorities, sharpen portfolios, and create sales campaigns that resonate with prospects and customers. It helps tech suppliers to:

Align their company value propositions and messaging with key business priorities, challenges, and investment drivers in the oil and gas industry
Leverage the priorities and emerging business needs of existing customers and prospects to develop competitive messaging and campaign themes
Showcase how their companies’ products and services solve concrete business challenges within this value chain
Understand the significance and investment horizons of key programs and use cases, map them with their company capabilities, and translate into go-to-market action plans

The priorities, programs, and use cases discussed in this Industry Go-to-Market Handbook are selected by senior IDC analysts based on in-depth, ongoing IDC research, and conversations with key stakeholders in the worldwide oil and gas sector. Account-based actions must consider that individual company strategic business priorities and initiatives might differ across subindustries or organizations’ digital maturity.

“Oil and gas companies are no longer asking whether to digitize; they are deciding where to move faster and which technology partners have the depth to keep up. Technology suppliers that align their narratives with concrete operational outcomes, rather than generic platform capabilities, will command the conversations that lead to real deal flows,” said Gaurav Verma, research director, IDC Energy Insights.

Marketing Applications Banner Book: CX Path 2026

Tue, 30 Jun 2026 04:00:00 GMT

This IDC Pivot Table banner book provides the data set for the marketing applications category of IDC’s 2026 CX Path program.

The CX Path program includes a total of 14 application categories: advertising, marketing, sales, digital commerce, configure price quote (CPQ), product information management/product experience management (PIM/PXM), contact center and customer service, voice of the customer (VOC), customer experience (CX) orchestration, content and experience management, customer data platforms (CDPs), customer and digital experience analytics, aftermarket service life-cycle management, and price optimization applications.

Coverage includes application adoption, deployment models, budget plans and replacement cycle timing, purchasing preferences and attitudes toward CX SaaS buying channels, packaging and pricing options, and generative AI and agentic AI adoption and use for CX use cases. In addition, the program provides in-depth vendor reviews, vendor ratings, spend, and advocacy scores for all 14 application markets.

Reintroducing Accenture's Song Organization

Douglas Hayward — Tue, 30 Jun 2026 04:00:00 GMT

This IDC Perspective reintroduces Accenture's Song Organization, Accenture Song (fka Accenture Interactive). Accenture Song is a global leader in customer experience, marketing, and design transformation, leveraging deep industry expertise and advanced AI capabilities. With a distinct culture emphasizing creativity and human-centric growth, Song helps CMOs and enterprise clients drive revenue and efficiency.

"While clients praise Song's breadth, talent, and insight, challenges include delivery complexity and cost," said Douglas Hayward, senior research director, Worldwide Customer Experience Strategies and Services at IDC. "Song's approach blends productivity with growth, positioning itself as a strategic partner for end-to-end business reinvention."

CMO's Guide to Know Your Agent

Gerry Murray — Mon, 29 Jun 2026 04:00:00 GMT

This IDC Perspective provides guidance on applying and complying with know your agent (KYA), a governance and verification framework for managing interactions with agentic buyers. KYA implementation is a critical step on the path to agentic commerce readiness.

"Brands require new frameworks to manage agentic identity, trust, and accountability. Know your agent is an emerging standard for marketing organizations, and they should embrace KYA if they want to lead as agentic commerce scales. Learn from the share losses that unprepared brands suffered when webstores and mobile commerce scaled after deceptively slow starts." — Gerry Murray, research director, Enterprise Marketing Apps and Agents at IDC

OpenAI's Plug-Ins for Marketing

Gerry Murray — Mon, 29 Jun 2026 04:00:00 GMT

OpenAI's launch of Codex plug-ins and AWS Bedrock integration marks a strategic push into enterprise marketing technology, offering bundled tools for creative production, analytics, sales, and product design. Codex's enterprise-ready stack positions it as a cost-effective alternative, challenging established martech platforms to innovate user experience and workflow integration.

Sales Applications Banner Book: CX Path 2026

Nadia Ballard, Douglas Hayward, Michelle Morgan, Eric Newmark, Aly Pinder — Mon, 29 Jun 2026 04:00:00 GMT

This IDC Pivot Table banner book provides the data set for the sales application category of IDC’s 2026 CX Path program.