A Complimentary Forrester Webinar
Tech providers’ customers face the prospect of revenues dropping by 10%, 20%, 30%, or more. Clients face three customer modes, each with different needs:
1) Survival mode – where cash and liquidity concerns dominate,
2) Adapt mode – flexibility and cost containment dominate,
3) Growth mode – speed and scalability are crucial.
Successful tech providers will re-segment and adapt their positioning, messaging, and go-to-market tactics by customer mode and pandemic phase. Leaders will demonstrate empathy, flexibility and innovation across the customer modes. Marketers will put their purpose-driven brand into action. Sales leaders will solve customer problems based on their mode. Product leaders will innovate faster than ever. Digital initiatives will accelerate. Budgets and KPIs will be reset.
