MarketsandMarkets vs WARC

XDR Market to Reach $38.09 Billion by 2031

A new report from MarketsandMarkets projects the Extended Detection and Response (XDR) market to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031, at a CAGR of 28.2%. The growth is driven by increasing complexity of hybrid and multi-vendor IT environments, which require integrated visibility across endpoints, network, cloud, email, and identity. The report highlights that the services segment will grow at a CAGR of 29.5%, while open/multivendor XDR is expected to grow fastest among platform types at 30.3%. North America is expected to account for the largest market share in 2026. Key vendors mentioned include CrowdStrike, Palo Alto Networks, Microsoft, Cisco, and SentinelOne. The report also notes recent M&A activity, such as Palo Alto Networks' acquisitions of Console and Koi, and SentinelOne's acquisition of Observo AI.

• XDR market projected to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031 at a CAGR of 28.2%.
• Services segment expected to grow at a CAGR of 29.5% during the forecast period.
• Open/multivendor XDR segment projected to grow fastest at a CAGR of 30.3%.

Clinical Trial Supplies Market to Reach $8.95B by 2031

MarketsandMarkets forecasts the clinical trial supplies market to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031, at a CAGR of 8.9%. The report highlights logistics and distribution as the largest service segment, small molecules as the dominant molecule type, and oncology as the leading therapeutic area. North America accounts for over 41.4% of global revenue. Key drivers include rising clinical trial numbers, increased R&D spending, and decentralized trial adoption. The report also details major M&A activity, including DHL's acquisition of CRYOPDP and UPS's acquisition of Andlauer Healthcare Group, reflecting consolidation in cold-chain logistics.

• Market projected to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031 at a CAGR of 8.9%.
• Logistics and distribution held the largest service segment share of 27.2% in 2025.
• North America accounted for over 41.4% of global revenue in 2025.

What Are Customer Journey Management Platforms?

Customer journey management platforms connect cross-channel customer data with analytics and action, helping teams identify pain points and improve experiences. Unlike static journey maps, these platforms use live data to show what customers actually do. They integrate with CRM, CDP, and marketing automation systems. The customer experience management market is projected to grow from $15.78 billion in 2026 to $34.02 billion by 2032, with journey management as the largest segment. Adobe's 2026 survey found only 39% of organizations have a data foundation ready for agentic AI. Forrester's Q4 2025 Wave evaluated vendors including JourneyTrack, TheyDo, and Cemantica.

• MarketsandMarkets projects the customer experience management market will grow from $15.78 billion in 2026 to $34.02 billion by 2032.
• Adobe's 2026 survey of 3,000 executives found only 39% had a shared CDP capable of supporting widespread agentic AI adoption.
• Qualtrics' 2026 research found only three in 10 customers provide direct feedback.

Byron Sharp revisits seminal book How Brands Grow

Professor Byron Sharp of the Ehrenberg-Bass Institute speaks with WARC’s David Tiltman to revisit the core laws behind his influential book How Brands Grow and to explain why many marketers still misunderstand how brands actually win new customers and grow market share.

Byron Sharp revisits seminal book How Brands Grow

Professor Byron Sharp of the Ehrenberg-Bass Institute speaks with WARC’s David Tiltman to revisit the core laws behind his influential book How Brands Grow and to explain why many marketers still misunderstand how brands actually win new customers and grow market share.

WARC: Social Media Alone Can't Sustain Brand Growth

A WARC analysis, reported by HORIZONT, warns that brands' growing investment in social and creator marketing faces three structural limits and cannot by itself generate unlimited long-term brand growth. The study argues that while brands optimize content and paid media for social algorithms, sustained growth requires combining social/creator activity with broader emotional brand marketing. The article was published on August 12, 2026 and authored by Nora Halwax for HORIZONT.

• A WARC study finds social marketing alone encounters three structural limits to sustainable brand growth.
• Brands are increasingly shifting larger shares of marketing budgets into social and creator marketing.
• WARC recommends combining social/creator marketing with emotional brand marketing for long-term success.