“Generative AI is dominating the technical and product agenda of nearly every tech provider,” says Eric Hunter, managing vice-president at Gartner. “The technology reshapes a tech provider from its growth and product strategy down to the everyday tools used by its associates.
This is a “growth at all costs” strategy. High-tech firms anchored their product, organisation and employment plans on a hypothesis of continued strong growth. This creates a trend for product leaders at tech providers to create new relationships and revenue opportunities across the enterprise, including expanded provider roles within enterprise IT and the business, outcome-centric provider-enterprise relationships and enterprise-wide tier-1 relationships.Sustainability efforts and managing the ESG impact have been unilaterally focused on mitigating internal risk and ensuring compliance.
Pre-empting regulatory and compliance issues will be critical to staying competitive in this vibrant GenAI market by creating trust.Over the past three years, tech providers have increasingly observed negative sales pipeline effects due to new buyer behaviors that are colliding with outdated go-to-market models.
Those failing to do so will face increased costs and complexity in the creation and leverage of models.Specialised, niche, digital marketplaces are emerging to help buyers navigate the complexity of procuring, implementing and integrating solutions. By 2027, Gartner predicts that more than 50% of tech providers will use industry cloud platforms to deliver business outcomes, up from less than 5% in 2023.Product-led-growth focuses on showing value to product users, creating intent signals that go-to-market teams can use with prospective buyers.
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