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By 2025, two-thirds of organizations' executive leadership teams will determine that the digital experiences are ineffective and ascertain their investments are misappropriated.

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Mark Smith

CEO & Chief Research Officer
Through 2025, after concerted investment into digital transformation, two-thirds of organizations will require a new digital business and technology agenda for modernization.
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Through 2026, two-thirds of organizations will establish digital business as a focal point for an effective workforce that is engaged and satisfied in the work they conduct and their readiness to enable sufficiency business resilience. 
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By 2027, the requirements for a digital business in two-thirds of organizations will not be addressed properly and require the establishment of a Chief Digital Officer to guide modernization. 
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By 2025, two-thirds of organizations’ executive leadership teams will determine that the digital experiences are ineffective and ascertain their investments are misappropriated. 
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By 2026, one-quarter of organizations will lack effective collaboration for digital business and will reassess the communications and interactions with workforce and constituents. 
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By 2026, one-third of organizations will remain digitally ineffective in achieving the business priorities for customer-, product- and people-related processes. 
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Through 2025, over one-third of organizations will have common governance and manageability of deployed digital technologies and achieve optimal ROI. 
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Through 2025, one-third of organizations will establish a Center of Excellence (CoE) with a digital business team to prioritize technology operations for the entire workforce. 
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By 2025, over one-half of organizations will determine the chaos of digital technology usage requires rationalization and consolidation of vendors to ensure operational excellence.
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By 2026, one-third of organizations will establish a digital intelligence focus that can sense and engage workers with virtual agents to respond to real-time digital events processing. 
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Through 2026, one-third of organizations will have adopted work management and realize both improved productivity and organizational resilience.  
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Through 2026, the lack of insight into digital business will lead two-thirds of organizations to establish a digital intelligence technology strategy and plan. 
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By 2026, one-fifth of organizations will realize the necessity of digital identity as foundational to digital business and take concerted focus to improve the technology utilized. 
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Through 2026, the lack of investment into governing sustainability will require one-half of organizations to apply performance management processes to better govern efforts to reach ESG objectives. 
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Through 2026, the technology to support digital business will become a focal point for strategic investment to ensure effective digital modernization in two-thirds of organizations. 
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Through 2025, one-third of organizations focused on digital business will scrap their use of analytics with dashboards and visualization due to an ineffective understanding of what actions or decisions are needed. 
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Through 2024, one-third of organizations will realize that digital transformation investments have not established the organizational readiness needs for business continuity, requiring new digital investments.
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By 2025, one-half of organizations will determine that current business applications for virtualized collaborative and mobile experiences are not suited for business continuity and resilience.
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By 2025, after decades of digital transformation efforts, two-thirds of organizations will not resource business continuity as an investment priority to reduce operational risk in black swan events. 
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By 2025, one-third of organizations will embrace business continuity planning to align digital technology investments to meet the demand of a virtualized customer, product and workforce environment. 
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By 2026, two-thirds of organizations' investment into software and cloud computing will not be prepared to ensure continuity of business processes.
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By 2025, two-thirds of organizations will determine existing unified communications is ineffective to support secured and seamless interactions across devices and people. 
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Through 2024, a new breed of digital communications platform will evolve from today’s unified communication as-a-service (UCaaS) technology to meet contemporary business requirements. 
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Through 2025, two-thirds of organizations will realize that enterprise-wide digital communications do not satisfy workforce expectations, resulting in decreased productivity and worker engagement.
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Through 2026, only one-third of organizations will have standardized the digital communications technologies to provide the highest level of resilience for an effective workforce. 
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Through 2025, the use of mobile digital wallets will be embraced by consumers and will force one-half of organizations to provide new digital purchasing experiences.  
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By 2026, the necessity of contactless payment throughout the buying processes will force one-half of organizations to digitally transform and embrace mobile and online technological approaches. 
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By 2026, one-third of organizations will establish digital identity technology platforms to streamline the security of digital payment processes.  
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Through 2026, only one-third of organizations will have standardized the digital payments processes to meet the finance and supplier harmony required to mitigate risk. 
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Through 2026, market demand for payment choice will see organizations broadly adopt digital currencies for the business with customers and workforce. 
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By 2025, one-half of digital payment platforms will reinvent themselves by unifying digital identity and security as integral components of the technology offering. 
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By 2025, over one-half of organizations will have overlooked information security’s role in evaluating digital technology, introducing unnecessary risk to corporate information assets.  
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Through 2025, over two-thirds of organizations will converge their cyber and information security efforts into digital security programs to ensure effective governance and protection of physical and digital assets.
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By 2025, over one-half of organizations will require password encryption in their digital security to reduce the risk of unauthorized access to corporate systems. 
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Through 2025, the use of eye and voice biometrics will evolve to replace facial identification and overcome limitations from mask-wearing pandemic conditions that inhibit digital identity interactions. 
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By 2026, over two-third of organizations will have adopted digital identity platforms that unify digital security to protect organizations’ intellectual assets. 
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Through 2025, a new generation of digital security technology using AI and virtual agents will be established to interoperate across the enterprise. 
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By 2025, one-half of organizations will realize that digital experiences are not intelligent or automated and fail to meet the readiness requirements of organizations.  
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Through 2026, one-quarter of organizations will establish a Center of Excellence (CoE) to assess and optimize digital experiences across all business workflows and constituent interactions. 
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By 2026, one-fifth of organizations will establish a Chief Experience Officer to guide the digital improvements to experience management throughout an organization’s business processes.  
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Through 2025, two-thirds of organizations will optimize the engagement between people and machines by prioritizing experience management as a technological precedent for every digital interaction. 
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By 2026, over two-thirds of organizations will realize that a lack of focus on the feedback from ”Voice of the” programs to support customer, product, and workforce hinder digital effectiveness. 
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Through 2025, the experience management software category will help support the enterprise requirements to consolidate people and machine feedback leading to optimized digital interactions.
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Through 2025, the poor performance of digital application experiences and effectiveness will be a contributing factor to workforce attrition.
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By 2026, one-third of organizations will ensure workforce readiness by operating a unified governance and risk program to guide workforce compliance to policies and standards.
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Through 2025, the lack of policy compliance in business processes will lead one-half of organizations to establish digital workflows to guide operational excellence and mitigate risk. 
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In 2025, the lack of risk metrics used in decision-making processes by two-thirds of organizations will contribute to declined performance and lack of organizational readiness. 
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By 2025, a new breed of business process intelligence and mining technology will unify with workflow and robotic process automation technologies to provide operational resilience.  
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Through 2026, the lack of data governance in two-thirds of organizations will be a priority for business to ensure effective collaborative decision making.
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Through 2025, one-half of organizations will realize the lack of focus on performance management across business processes has created unnecessary risk in decision-making efforts. 
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Through 2025, one-third of organizations will determine the lack of performance management within business units has led to sub-optimization that does not contribute to overall improvement. 
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By 2026, one-quarter of organizations will embrace ”objectives and key results” (OKR) methods in software to guide workforce performance to achieve desired outcomes. 
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Through 2026, four-fifths of organizations will realize the lack of a Chief Performance Officer has impacted the ability to reach the performance expectations of the executive team and stakeholders. 
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By 2025, a new generation of cloud-based machine learning and AI-based virtual agents for performance management will be recognized as an emergent and innovative technology. 
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By 2026, one-third of organizations will evolve from performance management processes based on analytics and planning to ones that maximize to desired outcomes. 
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By 2025, 6 in 10 organizations will include guided analytics processes and storytelling capabilities to help create and deliver insights for line of business personnel. 
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Through 2025, one-half of organizations will receive a vote of no confidence from their workforce for not prioritizing sustainability management to carbon reduction in support of ESG.
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By 2026, one-quarter of organizations will not be able to achieve sustainability management objectives without environmental social governance (ESG) applications required to sustain continuous improvement.
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Through 2025, two-thirds of organizations will recognize they lack the applications and insight to optimize sustainability requiring analytics and planning-based performance management systems. 
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By 2027, one-quarter of organizations will establish a Chief Sustainability Officer to guide environmental social governance (ESG) efforts to minimize carbon footprint and demonstrate commitment to the workforce and stakeholders.
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Through 2026, one-half of vendors focused on sustainability will incorporate AI/ML to identify the most relevant performance metrics that achieve strategic and operational objectives.
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By 2025, a new generation of sustainability technology will evolve to be required to optimize environmental social governance (ESG) requirements for operating across enterprise.
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Through 2026, more than one-quarter of organizations will combine business event data with machine-generated telemetry data to provide context and generate additional business value from observability to support ESG efforts.
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By 2026, three-quarters of organizations will use data virtualization and query federation capabilities to avoid data movement while accessing and querying data for ESG and sustainability efforts.
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Through 2025, one-half of organizations will invest in work experiences and prioritize work management technologies that optimize use of time for task and activity execution.
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By 2025, one-half of organizations will deem existing project management approaches ineffective to enable workforce resilience and providing business continuity.  
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Through 2024, and for productive workforce engagement to reach its potential, the work management applications category will become a critical priority for digital business. 
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By 2026, two-thirds of organizations will realize the necessity of collaborative, focused and task-oriented work management to ensure their portfolio and resources are utilized effectively. 
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Through 2025, the use of work management is found to be an essential investment to increase the effectiveness of the workforce and to reach optimal outcomes.
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By 2026, the embedding of machine learning and AI will contribute to intelligent work operations that help manage workforce effectiveness.
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Analyst Perspective
The Business Continuity Imperative: Digital Innovation for Optimal Experiences in 2020 and Beyond

At Ventana Research we’re familiar with the need for digital transformation as we have been researching and providing education on this topic for almost two decades.

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Analyst Perspective
The Business Continuity Imperative: Digital Technology for Optimal Operations in 2020 and Beyond

The imperative to infuse digital technology into your organization is not new, but it’s more essential than ever that organizations embrace digital transformation and business continuity to improve processes.

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Analyst Perspective
The Ventana Research Digital Technology Agenda in 2020

Ventana Research recently announced its 2020 research agenda for digital technology, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value and improve business outcomes.

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Viewpoint
Can Your Data Keep Up with Your AI and ML Efforts

As data volumes and velocities increase, more and more decisions are being made using AI and ML. However, the process of operationalizing AI and ML models requires a dynamic data architecture that can constantly be training new models while simultane

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White Paper
Augmented Reality is Changing Marketing and Sales

Organizations must improve how they market and sell products to their buyers. They must make the process easier, ensuring prospective customers are able to understand how products operate or can be applied to their specific set of requirements. In th

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Ventana Research 15th Annual Digital Innovation Award Winner

Ventana Research 15th Annual Digital Leadership Award Winners

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Market Agenda & Calendar

Ventana Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Market Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

March

  • Analyst and Market Perspectives
    The Mandate for Digital Communications;
    Digital Security
  • Benchmark Research
    Digital Business in design
  • Dynamic Insights
    Digital Communications in design;
    Environmental Social Governance in design
  • Value Index
    Digital Communications in design

April

  • Analyst and Market Perspectives
    Digital Transformation Destruction
  • Benchmark Research
    Digital Business in design
  • Dynamic Insights
    Digital Communications in design;
    Environmental Social Governance in design
  • Value Index
    Digital Communications in design

May

  • Analyst and Market Perspectives
    The Opportunity for Experience Management
  • Benchmark Research
    Digital Business in design
  • Dynamic Insights
    Digital Communications in design;
    Environmental Social Governance in design
  • Value Index
    Digital Communications in collection
    Performance Management in collection

What to see our research plans for the year?
DOWNLOAD THE FULL MARKET AGENDA

Vendors Covered

Vendors Not Covered

  • Aqcuia
  • Aera
  • Akamai
  • AppsFlyer
  • Asana
  • Aurea
  • BetterWorks
  • Bluejeans
  • Camms
  • Celigo
  • ChartHop
  • ClickUp
  • Code42
  • Corporater
  • Druva
  • Emotiva
  • Engagedly
  • Entrust
  • ESRI
  • Evernote
  • Exabeam
  • Fiserv
  • Forcepoint
  • Forsta
  • FreeBalance
  • FullStory
  • Gitlab
  • GoTo
  • Huawei Technologies
  • InMoment
  • Jedox
  • Jupiter
  • Kaltura
  • Kollective
  • Lifesize
  • Leapsome
  • Lookout
  • LucidWorks
  • Mavenlink
  • Medallia
  • Momentive.ai
  • Monday.com
  • Motive
  • Nearmap
  • Netwrix
  • Notion
  • Odoo
  • OneTrust
  • OpenText
  • Pendo
  • Pexip
  • Planisware USA
  • Planview
  • Protegrity
  • Quanshi
  • Quantum Workplace
  • Rapid7
  • Reflektive
  • Rubrik
  • Samsara
  • Sangoma Technologies
  • Sapiens
  • SimilarWeb
  • Smarsh
  • Swift Navigation
  • Windstream
  • WorkJam
  • Workspot
  • Wrike
  • Zoom
For more information on Vendor coverage, or to become a covered vendor, click here.

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