Top 20 Tech and Channel Trends of 2009
11. Let’s Get Vertical
Marketing maven Geoffrey Moore said the fastest way to build a business is by targeting a community of peers that you can develop a transferable expertise and gain the recommendations within a close-knit industry. In 2009, vendors and solution providers sought to leverage that strategy to build out their beleaguered businesses by targeting growing verticals. The high-value targets: health care, education and government, which were receiving billions of dollars in federal stimulus assistance and undergoing rapid modernization. Vendors created special programs and incentives to help solution providers align with key verticals. Industry groups held seminars on strategies and best practices for entering a vertical market. And solution providers eagerly sought the experience of their peers to better understand vertical marketing and sales. Vendors have talked about vertical alignment for years, but 2009 is the year where they made it a priority.