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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