The 2025 Customer Data Platform (CDP) Products PEAK Matrix® Assessment from Everest Group ranks enterprise CDP vendors on two axes: market success and capability. The consultancy published the assessment through its standard annual methodology, scoring each provider against the framework applied in earlier years.

What does the 2025 assessment measure?

PEAK Matrix® evaluates technology providers along two dimensions:

• Market success — revenue, growth, deal count and client base
• Capability — vision, technology scope and execution

Practitioners comparing 2024 and 2025 editions should track movement between tiers rather than fixate on absolute scores.

How are vendors ranked?

PEAK Matrix® classifies providers into three tiers:

• Leaders — high market success and high capability
• Major Contenders — strong on one axis, building on the second
• Aspirants — earlier-stage or specialised players

Tier movement between the 2024 and 2025 editions is the most-watched change for martech buyers tracking vendor momentum. A Major Contender that promotes to Leader in 2025 signals measurable commercial traction.

Why does the rating matter for procurement?

Procurement teams and martech consultants use PEAK Matrix reports as a shortlist validator before issuing RFPs. The 2025 edition functions as a current map of the CDP market, one of the most contested categories in the martech stack.

Three concrete uses stand out:

• Shortlist validation. Buyers confirm Leaders-tier vendors already on their RFP list and weigh them against internal scoring.
• Disqualification check. Aspirant status removes vendors from enterprise shortlists that require proven deployment scale.
• Capability benchmarking. The capability axis surfaces gaps in identity resolution, audience builder tooling and real-time activation.

What practitioners should pull first

Martech teams should extract three data points before reading analyst commentary:

1. The Leaders list and any vendor tier movement since the 2024 edition.
2. Capability sub-scores that map to the buyer's stack — identity resolution, integration breadth, consent tooling.
3. Market success metrics that fit the buyer's segment — mid-market, enterprise or regional.

How the assessment reaches buyers

The assessment surfaces through partner content channels, including the Adobe for Business feed where the 2025 CDP edition appeared. Full PEAK Matrix reports are typically gated behind registration on Everest Group's site, with summary coverage syndicated through analyst relations programmes.

Buyers should align internal RFP criteria to the same two axes. Vendors scoring high on both clear enterprise procurement gates faster than those with one strong axis and one weak one.

What to track between cycles

Until the 2026 edition lands, the 2025 assessment gives martech teams a defensible reference point for vendor selection. Practitioners should cross-check its Leaders tier against internal evaluation criteria before committing budget, and watch for capability-axis upgrades that would shift the next ranking.