Forrester

Why Read This Report

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth, this next phase will feature new buyers, deeper embedding of technology into business outcomes, and radically different marketing engagement and business models. To succeed, tech marketers must alter their vision of the role of marketing in their companies: from a provider of prospect names and product messages to a strategic resource that, like a flywheel, fuels and smoothes the work and priorities of sales and of managing offering portfolios. However, the work of marketing does not adhere to a one-size-fits-all model for allocating resources. Successful tech marketers monitor and adjust their marketing investment flywheels to keep the business pumping while meeting specific customer and competitive challenges.