Gartner Research

Technology Providers Need to Reshape Their Business to Capitalize on Digital Business Opportunities

Published: 21 July 2016

ID: G00303177

Analyst(s): Julian Poulter


Digital business transformation requires new business models and roles within enterprises. Business unit leaders of application technology providers need to update many aspects of their business and business model to reflect customer change and to capitalize on the huge digital business wave.

Table Of Contents
  • Key Challenges



  • What Is Digital Business?
  • Digital Business — What Is the Opportunity, and Should I Care?
  • Digital Business Challenges for a Technology Provider
    • Challenge 1: Selling a "Vision," Not a Product
    • Challenge 2: Platform Versus Application
    • Challenge 3: What Will Be Sourced Internally or Externally?
    • Challenge 4: Types of Business to Target
    • Challenge 5: New Job Roles and Buyers
    • Challenge 6: Changing Business Models
  • Impact — Organizational Imperatives and Recommendations
    • Office of the CEO (or Business Unit Leader)

Case Study

  • Salesforce
    • What Is Salesforce Ignite?
    • How Salesforce Sells Ignite
    • Ignite Organization
    • Ignite Case Studies

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.