Best Practice Report

Technology Marketing In The Challenging 2008 Economy

An Assessment Of 2008 Technology Spending And Tips For Sustaining Revenue Growth

Merv Adrian
 and  three contributors
Apr 23, 2008

Summary

Marketing professionals are the line of first response in technology industry firms when conditions change, and the current economic challenges should be driving them to re-assess their existing plans. The technology markets are in for a modest adjustment, followed by the beginning of a new eight-year cycle of expansion. To help marketing professionals ride out the near-term storm and prepare for the better times to come, Forrester provides some suggestions about re-examining growth sectors, non-US markets, and sales tactics in direct and partner channels.

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