Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing

        Press Releases

        << Back to Press Releases Index

        Ventana Research Publishes 2021 Market Agenda for Technology in Business

        Research firm for 18 years has released its comprehensive agenda to digitally enable organizations to reach their best outcomes

        Ventana Research today unveiled a distinctively focused and digitally innovative market agenda for 2021. This agenda details the areas of expertise the firm will focus on this year. The overview described in this annual agenda, and continuously updated calendar, provide support to enable business and IT to maximize and refine their people, processes, information and technology using enterprise software and technology.

        Market Agenda Logo 2021This 2021 market agenda reflects a significant transformation from last year, considering changes as businesses adapt to become more agile and resilient during black swan events, like the pandemic. The agenda focuses on digital innovations in business and technology that enable the effective level of organizational readiness needed to meet any challenge. New for 2021 is the expertise area of focus in digital business that will examine the necessary digital communications and security required continuously, the need to manage work, the broader set of digital transformation, and focus in areas like: experience, governance and risk, performance and sustainability management.

        The research will assess the impacts of applications and technologies in business and processes spanning the office of finance, human capital management (HCM), office of sales, marketing, customer experience (CX), operations and supply chain, and IT functions in more than 20 vertical industries, along with continued focus in digital technology and the expertise of analytics and data. New focus areas in 2021 include: data operations, data platforms, digital experience platforms, digital finance, field service, marketing performance management, profitability management, partner management, process mining, property technology, revenue management, sales engagement, streaming analytics, supplier relationship management and talent management.

        Ventana Research brings its depth and expertise in Dynamic Insights and Benchmark Research, operating in a continuous manner, along with new market research initiatives that will enable the firm to provide cutting-edge guidance on best practices and market trends. In addition, its unique RFI- and RFP-focused supporting Value Index helps organizations assess existing and new technology in a practical and realistic manner. This innovative market research helps guide buyers to prioritize their efforts and ensure they make best possible decisions to reach their optimal outcomes.

        This market agenda is designed to enable businesses to plan and gain insights from trends and best practices so they can retain and advance their competitive edge in 2021. It also highlights the unique experience- and expertise-based services at Ventana Research that provide a roadmap for the year ahead and include the most authoritative guidance available on best practices to support informed technology choices, using a time-tested research methodology, and experience gained from operating in the market research industry for over 18 years. All research and education is provided directly to a community of members worldwide at and through digital and conversational advisory methods. 

        "In 2021, we start the new year understanding the necessity for organizational readiness and business continuity for organizations — one that had not been at the top of the list at the beginning of last year before the pandemic began, but has evolved to be a major disruption to business and a new challenge for most to address effectively," said Mark Smith, CEO and Chief Research Officer of Ventana Research. "This year we plan to focus on the need to be more digitally and virtually effective to ensure the work experience is both engaging and productive. As organizations realize the technology and systems needed for digital operations, they will require a new process for assessing technologies being utilized. To remain effective and not just competitive, organizations will need to prioritize the planning and level of agility needed to meet these new demands."

        "A focus on digital business, technology and processes across the entire workforce is essential to successfully navigate the years ahead," Smith said. "We are excited to advance our comprehensive market agenda to the industry. Our agenda is built on the expertise and experience of a world-class analyst and research team that we continue to expand. We encourage any organization evaluating a research and advisory services firm to examine its investment in market research and its relevance to ensure you’re getting the advice and guidance you expect. In addition, our market assertions for 2021 reflect the intellectual knowledge and strategic guidance that should be expected from an industry analyst firm."

        Ventana Research publicly posts its market agenda and framework for the entire year along with monthly calendar updates. Free membership is available to those interested in accessing the firm’s market research. By doing so, Ventana Research aims to provide transparency to the market in an effort to help businesses understand key trends and areas to focus on.

        For more information about the 2021 market agenda, please visit any of our expertise pages: Analytics, Customer Experience, Data, Digital Business, Digital Technology, Human Capital Management, Marketing, Office of Finance, Office of Sales and Operations & Supply Chain. Stay up to date with Ventana Research’s daily market research facts and insights on Twitter and on LinkedIn.

        About Ventana Research

        Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk.

        Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research's insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit

        Tweet this:  News: @VentanaResearch publishes 2021 market agenda for technology in business #Analytics #CX #Data #DigitalBusiness #DigitalTech #HCM #Marketing #OOF #Sales #Ops&Supply 

        Media: Interviews are available upon request. 

        Media Contact: 

        Ventana Research

        Ventana Research

        Ventana Research, now part of Information Services Group, provides authoritative market research and coverage on the business and IT aspects of the software industry. We distribute research and insights daily through the Ventana Research community, and provide a portfolio of consulting, advisory, research and education services for enterprises, software and service providers, and investment firms. Sign up for free community membership to receive email notifications on research and insights.

        Subscribe to Ventana Research Press Release Notifications


        Press Releases by Month

        see all

        Press Releases by Topic

        see all

        Press Releases Archive

        See All