Research

The health crisis created by COVID-19 presents unique challenges. Technology general managers need a framework for acting now and making decisions for the future.

Account-based marketing is an important go-to-market strategy for technology and service providers. During challenging economic times, product marketers should maintain proper investments in data and channel mix to drive ongoing engagement and continued program success.

COVID-19 presents a potential threat and opportunity for cloud providers. Reactions will vary from testing their services for outages to offering services at a discount to support remote work. Technology general managers must prepare and test their offerings to thrive during and after a pandemic.

Technology and service providers around the world have seen only moderate impact to their businesses so far. But many are only in the early stages of social distancing and lockdowns, and there remains significant risk for the pandemic to create a severe shock to economic activity in the technology market.

Cancellations of industry events due to shocks such as COVID-19 disrupt smaller players as they rely on megaevents to launch products and improve customer acquisition. Affected tech CEOs who planned or are planning launches should pivot fast to digital launches and communicate about them in a timely manner.

Peer-Indexed Performance analysis gives technology general managers a view into how their revenue growth and share compare with their peers. Technology general managers can use the PIP to know where they stand and the practices in this document to determine what to do next.

Technology and service providers must consider changes to near-term and long-term strategies and tactics to address the impact of COVID-19 on their target markets, possibly reevaluating vertical, horizontal and other segment opportunities to adjust to this extreme disruption.

Altruistic actions during a crisis like COVID-19 can help build trust between vendors and buyers. This research recommends seven steps designed to help TSPs demonstrate leadership to their chosen market, while potentially gaining access to accounts previously inaccessible to them.

Gartner’s insights allow investors to make critical decisions across the invest life cycle with confidence. Whether in the early stages of idea generation or validating a thesis, tech investors can make faster and smarter decisions having the latest Gartner insights on-hand.