Best Practice Report

Technology Marketing In The Challenging 2008 Economy

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

April 23rd, 2008
Merv Adrian
With contributors:
Eric G. Brown , Andrew Bartels , Robert Muhlhausen


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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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.