Go-to-Market scenarios and complexity is affected by macro technology trends. Dependent upon the complexity of the buyer’s organization, solution, customization requirements, maturity of the market, and competitive landscape; the ability to disrupt the status quo and/or enter in new markets can have tremendous effect on the revenue generation ROI spend.
Companies that leverage new disruptive technologies can rapidly replace existing providers at far lower cost. The more buyer-enabled the technology disruption, the greater the disruptive business affect. We updated our analysis of the Fortune 100 to see the impact of various macro-technolgy trends on the churn to the list every 5 years. ABSOLUTELY AMAZING!!!