Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing



        Mark Smith's Analyst Perspectives

        << Back to Blog Index

        Embrace Your Customers and Buyers with Digital Values

        I would like to share some of my thoughts on COVID-19 and the challenges organizations are facing as they strive for business continuity and digital engagement with customers and buyers. As the global and US numbers get worse by the day, the pandemic is impacting life as we knew it and also leaves people (many in new forms of isolation) yearning for a bit of normalcy during these strange times.

        Quote.svg


        As the global and US numbers get worse by the day, the pandemic is impacting life as we knew it and also leaves people yearning for a bit of normalcy during these strange times.

        Over the past few weeks, I have pored over many organizations’ COVID-19 communications establishing their level of customer commitment. The client communication that I sent underscores our commitment to our client experience by delivering flexibility and opportunities through our services. These messages demonstrate a critical step towards focusing resources and capabilities to meet the needs of the workforce and customers. Unfortunately, the sheer volume of COVID-related communications is overwhelming and there is no escaping it. In the future, and possibly soon, the time will come when no one will want to hear mention of COVID-19, as it will bring up negative memories of hard times.

        To prepare for the outcome we all desire, it is essential in the coming weeks to remain helpful and positive with your customers and buyers. We need to help ease tension and delight all those who do business with us – in both the present and the future – by providing value that enables them to achieve success for their organization and their own career. This requires that we rethink what we are providing and what could be useful for them and move beyond the references to or reminders of COVID-19.

        Your marketing and sales organizations depend on articulating great value in their digital and virtual interactions with customers and buyers. Is that information – how to be smarter with using your products, industry best practices, the benefits of becoming more agile with technology – effectively anticipating the needs of your audience? Are they providing insights on relevant topics and looking to engage customers and buyers digitally with a range of enjoyable, educational topics over a variety of mediums to help them achieve a level of normalcy during their work hours and beyond?

        We will be sharing our best practices in digital marketing effectiveness in the coming week to provide ideas and guidance for our clients. Together, let’s reimagine what we can provide our customers and buyers and help them thrive with our expertise and education and your technology.

        Please send me a direct message and let me know your thoughts on how our firm can help you on your digital journey. This is our Ventana eXperience commitment.

        Best regards,
        Mark Smith

        Mark Smith
        Partner, Head of Software Research

        Mark Smith is the Partner, Head of Software Research at ISG, leading the global market agenda as a subject matter expert in digital business and enterprise software. Mark is a digital technology enthusiast using market research and insights to educate and inspire enterprises, software and service providers.

        JOIN OUR COMMUNITY

        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com

        View Policy

        Subscribe to Email Updates

        Posts by Topic

        see all


        Analyst Perspectives Archive

        See All