FUTURE TECHNOLOGY
How marketplaces and federated technology buying is going to impact channel partners
Rajesh Kandaswamy , Distinguished VP Analyst at Gartner
Rajesh Kandaswamy at Gartner describes four technology trends that may impact global channel partners including digital marketplaces , federated buying , Metaverse technologies , product led growth .
Change is constant in the technology market , but Gartner expects four emerging trends to require a response from all IT companies in 2023 . No matter the technology segment , software , services , hardware or other solutions , technology executives and leaders must evaluate the
By 2025 , Gartner expects productled growth to be a standard component of go-to-market practices for 90 % of SaaS companies , up from 58 % today . impact of these trends across their business and determine the required actions .
Gartner has identified multiple trends , as potentially impactful for technology vendors in 2023 , but the following four will be the new trends introduced in 2023 .
• Rise of digital marketplaces makes it easier for potential buyers to find , procure , implement , and integrate technology solutions .
• More federated enterprise technology buying incorporates more decision makers outside of IT .
• Metaverse technologies incorporated into marketing and CX to build customer engagement .
• Increase in product-led growth strategies , which offer prospects earlier experience of the product .
The technology market continually evolves to account for the increased reliance of people and enterprises on technology , the continual emergence of new technologies and the impact of macro forces , such as growing demands for sustainability .
# 1 Rise of digital marketplaces
Digital marketplaces are becoming commonplace for technology purchases as buyers , increasingly non-technology ones , are looking for composable and easily consumable solutions . By 2026 , Gartner expects all major cloud platform and enterprise application providers will offer business component marketplaces to enable customers ’ composable strategies , differentiating by quality , convenience and security . To capitalise on this trend :
• Evaluate the priority of a marketplace channel for you , by sizing the market opportunity , including solution fit and assessing your target buyers ’ preference .
• Prepare for a shift in technology buying by non-technology buyers , by adjusting your go-to-market strategy to sell through a marketplace that ensures buyers know about your solution ’ s
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