A lot of time and money goes into strategy. Most strategists at tech firms I work with do a great job talking about creating business solutions and forming strategic relationships. The truth? They are still selling speeds and feeds and are not considered strategic by their buyers.
There is a lot to lose if you don't engage on solutions to real business problems. Buyers are changing. Digital natives are entering into leadership positions and new as-a-service approaches make applications and technology accessible that previously were just the purview of IT.
Buyers of technology today tell us that only 13% of salespeople can demonstrate passable understanding of their business issues.
Enter the new discipline of Sale Enablement. It’s an emerging discipline that is taking hold, where people with a variety of backgrounds and functions — from marketing to sales operations to front line teams to solution groups — are being tapped to “fix the broken things.” These emerging leaders are approaching the problem with a new vision — moving from random acts to purpose-built plans. Shifting the focus from products and services to customer problems. Not just saying “customer-focus” but living it.
We’re thrilled that Springboard Research — a firm that's expert in technology adoption in emerging markets — joined the Forrester fold today, becoming part of our Vendor Strategy organization, which predicts and quantifies tech industry growth and disruption. We hear it every day: Emerging markets are the fastest-growing opportunities in the tech industry, yet the least understood. Springboard was born in Asia and has been providing quality data, research, and insights for clients for the past five years, expanding their presence in Asia, the Middle East, and Africa. It brings analyst feet-on-the-street in Singapore, India, China, Japan, and the UAE. Check out our new collaborative research report on the evolving heterogeneity of the Asian market and the huge opportunity that gives to vendors selling there. Also, check out past Springboard research on our site.
The Springboard-Forrester combination ignites our research efforts in Asia Pacific. Together, we will enhance strategists’ understanding of the Asia Pacific (and other emerging markets) opportunity at the intersection of the software, services, and connectivity arenas. Emerging markets often leapfrog developed markets in adoption of technology, and we see that clearly in Asia Pacific, with mobility, public cloud adoption in infrastructure (IaaS), and software (SaaS). Further, because so much of the Asia Pacific customer base depends on robust channel partners, the Springboard-Forrester marriage brings additional deep channel data, experience, and analysts.
Every day, I chat with tech strategists about how they can stay ahead of a market that is shifting under their feet. We see from recent economic news that tech companies are leading the way through this recovery. In particular we are discussing the new models of delivery (cloud), the shifting buyer/influencer (business, IT AND the employee) and new technologies (new compute models, etc.). The buyer is the key to knowing what will happen in the next 5 years — not rearview shipment results.
We have just launched Forrester’s Forrsights for Business Technology — our new global business data offering providing a 360-degree view of all buyers/influencers at firms (from 2 employees to global multi-nationals). Forrsights replaces and enhances our previous Business Data Services offering and is designed to help you predict and quantify tech industry growth and disruption.
We made this change to orient our data insights around the questions that strategists need to answer:
“What is the global adoption rate of disruptive technologies like cloud computing, M2M, and virtualization?” . . . “How will this change over time?” . . . and “How do adoption rates vary by industry and around the world?”
“Who are the key influencers of major tech buying decisions?” . . . and “What are their priorities?”
You will see Forrester’s Forrsights data pop up in this blog from time-to-time, but if you’d like some more info right now, check out the Forrester Forrsights portion of our Web site. Let us know what data you need to help make your decisions!
Tech Populismis a major force that's changing the way wework. Behind the walls of SMBs and enterprises are empowered employees who increasingly make individual choices about the technologies that they use to get their jobs done. With the growing ubiquity of technology in the workplace (smartphones, other mobile devices, and PCs) individual workers are often making decisions for themselves. The opportunity for tech strategists lies in addressing portfolio strategy as well as go-to-market strategy to address this rising tide of new buyers.
To explore Tech Populism, Forrester is currently designing its upcoming Workforce Forrsights Survey to be fielded to 5,000 employees in the US, Canada, France, the UK, and Germany who work at businesses across a range of industries and company sizes. Our target respondents use a smartphone or computer at least 1 hour per day at work.
The Workforce Forrsights Survey will answer questions about how employees: