Summary

Aragon Research introduces its 2021 Technology Arc for Sales and Marketing. This fifth edition features 31 technology profiles that are split between the emerging, adopting, and mature arcs.

Introduction

There is more pressure than ever before to produce results. Sales organizations are particularly under the microscope as selling has gone virtual. As new categories of applications have emerged that embody business logic and enable certain business processes, these two departments have evolved into major technology buying centers. For example, sales enablement platforms are now an essential means of current and prospective customer engagement. Marketing platforms are often made up of best of breed applications, such as marketing automation and web content management.

Harnessing the right technologies will directly impact an enterprise’s capability to achieve the desired results, and sales and marketing organizations are well aware of this. Technology budgets have increased for the CMO role, and the Chief Revenue Officer (CRO), supported by marketing, has a growing tech team that oversees the sales tech stack. Therefore, companies actively seek sales and marketing executives who know how to leverage relative technologies to accelerate business growth.