Market Perspectives

For disruptive technology companies, maturity is often accompanied by the realization that customer retention and expansion are as important as a new logo acquisition. Arriving at this realization is one thing; reorienting your organization to it is another. The necessity of aligning revenue-generating functions in business-to-business technology has been common knowledge for quite some time. Still, organizations have only recently begun to implement dedicated, centralized revenue functions.

Business continuity — especially during a pandemic, natural disaster, cyber event or geopolitical situation — requires business and risk mitigation processes. Unfortunately, few organizations are prepared to respond appropriately. Whether an organization rises to the challenge or descends into survival mode is determined by the way it meets the expectations of the workforce, customers, stakeholders and potentially shareholders.

When you think about it, events are at the very core of computing, right down to the simplest if-then operation in a spreadsheet. Each event leads to a set of choices, often binary, which then become events in themselves. As computing has become more ubiquitous and has developed into the architecture upon which all business and commerce runs, the events themselves have become more consequential and more numerous. There’s still an event, and each "if" still leads to a "then," but now we evaluate...