This paper leverages TSIA industry data sets to provide the following guidance: - What are key industry trends that are impacting the business models of technology companies? - What specific business challenges are these trends creating for technology companies? - What organizational capabilities are becoming a critical path for the success of technology companies? This paper is designed to be shared and discussed cross-functionally. The trends and challenges discussed impact sales, product, marketing, and service organizations. Many of the trends discussed will prove debilitating for companies that do not aggressively align their efforts cross-functionally, but the trends are undeniable.