Trends Report

Aligning With Business Customers Requires Strategy, Stakeholder Focus, And Metrics

October 20th, 2009
With contributors:
Edward Radcliffe , Stefan Ried, Ph.D.


Creating greater alignment with business customers is an incredibly hot objective for technology strategists and one that is supported by powerful long-term market trends. Our recent survey of strategy professionals found that 91% of respondents say that increasing their business focus is a strategic priority for their organizations over the next three years — beating out other hot topics in the technology industry such as innovation, investment in social emerging technologies, mergers and acquisitions (M&A) activity, and geographic expansion. Despite the strong interest, however, Forrester finds far too many technology companies see this objective as primarily a responsibility to be handled by marketing organizations. To prepare for the long-term evolution of the technology industry with the business, technology firms will need to take a much more robust approach — one that incorporates the needs of business customers into product development, strategy, marketing, and sales.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.