Fast, well-funded “unicorn disruptors” are transforming the customer experience in every industry – especially in the Tech sector! Incumbent players are responding with digital transformation initiatives — yet many legacy competitors are still experiencing noticeable declines in product adoption and usage rates, customer renewals, and product cross-sell metrics.

In this month’s Technology newsletter, we share where disruptors are focusing their innovation, and how legacy players can successfully respond.

  1. The Last Mile: Our newly released whitepaper, “The Last Mile Opportunity,” spills the secrets on how today’s disruptors succeed across every industry – they rarely invent new products but rather reinvent how a product or service gets to market. Download the whitepaper to learn 7 tried-and-true traits of disruptive winners, 5 principles to win back your space, and specific case studies of how the Fortune 1000 find revenue success.
  2. Cross-Selling at Scale: AI, augmented analytics, and IoT are having a huge impact on growth opportunities for technology vendors. If tech players aren’t using such trends to accurately anticipate customer adoption or defection risk, they are exposed to disintermediation by new entrants or competitors who do. We build the case for cross-selling as the #1 priority to accelerate growth in “9 Requirements for Effective Cross-Selling in High Tech.”
  3. Removing Friction: Google spends tens of thousands of hours watching people interact with one screen. Do you think they might know something others don’t? When it comes to product trial, adoption, expansion, and renewal, many technology providers might be blind to the issues that buyers are facing if they don’t know (or “watch”) how users are buying, using, and expanding usage of vendor solutions. Read “How Simply ‘Watching Your Buyers’ Can Increase Retention Rates” on our ethnographic study as one of the best ways to identify friction spots in your go-to-market.

Finally, I’d like to give huge kudos to the MarketBridge team for their “return to gold” at the annual Stevie awards. We walked away with two Gold Stevie Awards for our innovative Sales Enablement programs that fuel customer acquisition and retention. Read about it here.

Wishing you break-through success and many “ah-hah” moments in the month ahead. Enjoy!


Mike Kelleher

SVP & Technology Practice Lead