Gain Leadership Support and Investment for Tech Brand Strategy

Analysts: Jen Singleton, Christy Ferguson 

Tech executives often fail to believe in the power of a brand. Marketing, and in particular brand investment, are first to be cut within tech providers when executive teams feel pressure to drive better performance and reduce overall costs. 

Tech CMOs can leverage this research to define the brand strategy and implications and identify core areas that will be impacted by the new strategy to build the business case to secure needed investments.

Through this research, Tech CMOs will learn how to:

• Develop a Brand Strategy within a Cross-Functional Framework
• Design Cross-Organizational Plans
• Build Business Case for Incremental Investment

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