Save or Share this Report

For CMO Professionals

What Comes After The Unicorn Carnage?

Smart CMOs Will Exploit The Slowdown To Catch Up With And Serve Customers

March 30, 2016


Why Read This Report

By the end of 2015, investors had given 152 tech startups "unicorn" valuations of more than $1 billion. But now, valuations are deflating for many private and public tech companies. Is this 2000 all over again? No. The bubble popping will mean job loss in Silicon Valley and a pullback in disruptor investment, but not a collapse of tech spending or of the wider economy. Chief marketing officers (CMOs) should use this moment to encourage increased customer obsession as a way to catch up with customers and partner with the surviving disruptors on more equal footing.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • The Unfolding Carnage Of Unicorns — There's Blood In The Water
  • Investors' View Turned Negative Because Disruption Is Hard
  • How The Unicorn Carnage Will Unfold
  • The Unicorn Carnage Won't Mean A Collapse In The Tech Economy
  • Smart Unicorns Will Learn From Their Ancestors
  • Recommendations

  • CMOs: Don't Pause — Keep Moving On Digital Transformation
  • What It Means

  • Unicorn Carnage Will Reshape The Next Wave Of Disruption
  • Supplemental Material
  • Related Research Documents

Recommended Research