Stefanie Fitzka – senior account executive at Gartner – provided in this Techstory Insights episode a comprehensive overview how tech companies can cooperate with and benefit from the world’s leading tech analyst. As bonus material you get also an overview of Gartner’s tech trends for 2021.
Highlights of the talk in a nutshell
LONG-TERM RELATIONSHIP WITH GARTNER
Gartner customers have full access to the analyst’s knowledge base. Meetings with experts for probably every tech and business topic that might arise can be easily arranged. Tech companies are not left alone with the market information, but get sparring with their go-to-market strategy. Important to know: Gartner analysts work with tech companies for at least three years.
GARTNER AND AUSTRIAN SOFTWARE BRANDS
Who makes it to the Magic Quadrant, has earned a global reputation in a mature market. With the Cool Vendor Report a new category has been established for rather young markets that solve new business problems in a creative way. Austrian software companies have gained a footprint in Gartner’s featured tech brands. Crate.io, Anyline, Pimcore and Adverity are included in different Cool Vendor Reports. Alpega Group, Semantic Web Company and BOC Group have their place in various Magic Quadrants that cover only 20 of the global most important tech solutions.
TRANSiTION TO COMPOSABLE BUSINESS
COVID-19 taught us that we need and can be agile in business. Gartner expects tech companies to focus on various smaller parts of their business next year that can make an impact more immediately. Small entities or components in processes, strategy, technology and marketing will be rearranged to stay competitive.
2021 will be all about automation again. RPA solutions will have a comeback after different corporate priorities during the pandemic. Desktop as a Service and Cloud solutions in general will dominate the ongoing digitalization efforts across all industries.
BUYING CENTER IS GROWING
More people get involved in sourcing technology solutions with business line managers taking the lead. The sales process is becoming even more digital. The message is not new, but there is still a long way to go: marketing, sales and service need to work more collaborative. There are no linear processes in strong market-facing teams.