Gartner Highlights Top Trends Impacting Technology Providers Through 2025

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These trends reflect three overarching themes: businesses increasing their reliance on technology, new opportunities emerging through technology and the impact of external macro forces.

www.eetasia.com/, Feb. 02, 2023 – 

Gartner Inc. highlighted the top trends that will impact technology providers through 2025. These trends reflect three overarching themes: businesses increasing their reliance on technology, new opportunities emerging through technology and the impact of external macro forces.

"The march of digitalization continues even amidst disruption, and technology providers have a leading role to play," said Rajesh Kandaswamy, Distinguished VP Analyst and Gartner Fellow. "In 2023, product leaders and technology executives must balance short-term planning with long-term strategy to stay ahead of the immediate shocks to the economy and the underlying 'permacrisis' forces shaping business."

Here are the trends Gartner identified that will impact technology customers, buyers, products, ecosystems, business models and operating models worldwide for at least the next three years:

Democratization of technology

The democratization of technology empowers non-IT workers to seek out, select, implement and custom fit their own technology. This trend offers opportunities to meet the needs of a new set of citizen developers and business technologists. Gartner predicts that by 2025, 55% of all successful emerging technology solutions will be delivered to "nontraditional" buyers – for example, outside IT – within enterprises, enabling vendors to expand into new markets and forge new customer relationships.

Federated enterprise technology buying

In a federated buying process, buying decisions are made by representatives across the business. Driven by the democratization of technology, federated enterprise technology buying is accelerating, with just 26% of technology buyers in a recent Gartner survey reporting that purchases are funded solely by IT.

"Federated buying creates opportunities for product leaders as it enables a focus on more value-added services for business customers," said Emil Berthelsen, VP Analyst at Gartner. "However, it also adds complexity, forcing changes to go-to-market models and demanding a greater focus on value scenarios and outcomes."

Product-led growth

Product-led growth (PLG) is a go-to-market strategy in which users experience value through free product offers or interactive or automated demonstrations. Then, users are either converted directly to paid accounts or their advocacy and influence helps to drive purchases. By 2025, 95% of software-as-a-service (SaaS) providers will employ a form of self-service PLG for new customer acquisition.

"PLG is hitting its stride in B2B after much acclaim in the B2C technology world," said Kandaswamy. "It can reduce cost to acquire customers and shorter sales cycles relative to traditional buyer-oriented, top-down marketing and sales strategies."

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