The Four Forces Changing the Business Models of Technology Providers

This report highlights three major challenges technology providers face amid industry disruption. First, companies are struggling to maintain growth as traditional revenue streams—like new logo acquisition and renewals—shrink under market saturation and CFO-led tech rationalization. Second, organizations are slow to adopt AI-driven workflow automation due to cultural resistance, legacy systems, and unclear ROI. Third, a lack of defined value realization processes hinders their ability to demonstrate measurable business outcomes, leaving them vulnerable to commoditization and stalling customer expansion. The Four Forces framework helps address these issues with actionable strategies for building future-ready, data-driven business models.

The article discusses significant shifts in the business models of technology providers driven by four key forces: shrinking revenue streams, workflow migration toward automation, heightened expectations for measurable business outcomes, and the evolution toward data-driven revenue models. Understanding and strategically responding to these forces is crucial for sustainable growth in an increasingly competitive landscape.