Prashant Kelker
We should move to a conversation play across industry value chains, and then we can always bring it back to architecting and design.
Now this comes with the with a downside Paul. I think that because you're tracking conversations continuously, you can't plan for three years down the line. So, what does this do through three- or four-year programs? What does it do for large implementations?
That's where I think we should start going from capital “A” Agile to small “a” agile, thinking agile not in terms of doing Agile, but thinking agile in terms of funding and shipping continuous business outcomes. Tracking such conversations across industry value chains is going to move us towards a small “a” agile.
Paul Gottsegen
Maybe that's a way we can close out because these three megatrends seem all related. And this concept of agility or composability, being on a journey rather than looking for the huge milestone, maybe not going down blind alleys too much. So why don't you just conclude our talk by kind of tying it all together: If I'm a Global 2000 company trying to gain a competitive advantage, trying to, you know, win more customers, keep my customers happy, how does industry cloud, servitization, green tech, all roll into sort of one mindset moving into next year and how I approach the business?
Prashant Kelker
And that mindset, given that no one can predict what happens over the next four, six quarters in this market, I think that the right way to do this is to remain flexible on how you achieve the outcome, but not give up ambition.
As you do that, do not try to do everything on your own, but partner. Partner within your industry value chain. Your client could be your provider. Your provider could be your client; your provider could be your channel. Which is leading to questions like:
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How do you give up millions of revenue or costs to a provider?
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Do you sign up for reciprocity?
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As you do that, is your current provider actually your indirect channel?
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What does this mean to your marketing and channel play?
This world is just going to get a little more complex than we were used to. I think the days of large programs are over, the days of partnering are in. Muscles like architecting and designing will help us, but we need brand new muscles for this future and that is partnering, listening and, at best, shipping continuously.
Shipping and continuously achieving business outcomes. That would be my summary.
Paul Gottsegen
Thank you, Prashant. No one ever said it would be easy, but to gain your insights is really helpful. I know I always learn a lot in these sessions, and I trust everybody else did as well.
So, thanks for the big three megatrends and taking us through that and look forward to talking to you again soon.
Prashant Kelker
Likewise, Paul. Always a pleasure.
About the authors
Paul Gottsegen
Paul is President, ISG Client Experience, managing the firm’s marketing activity globally, including demand generation, branding and communications. He is a leader in the firm’s work to establish and maintain a leading position in AI and new technologies and to capitalize on the opportunities they present. From 2019 to 2023, Paul led the ISG Research business to great heights, and continues as Chair, ISG Research.
Paul was a classic product marketing leader for PC hardware for the first 20 years of his career, including launching the industry’s first network servers. He has since applied that product marketing experience to CMO roles in large services firms. While marketing is his “center of gravity,” he has led large sales organizations and has been a general manager with full P&L responsibility.
Prior to ISG, he was the Chief Marketing Officer for Mindtree and Infosys, completing end-to-end branding and marketing turnarounds. As Vice President of Enterprise Marketing at HP, Dell Inc., and Compaq earlier in his career, Paul led product marketing, revenue marketing and enterprise alliances for the network server businesses.
Paul is Board Chair of the Gastric Cancer Foundation. He holds a bachelor’s degree in computer science from Brandeis University and an MBA from The Wharton School.
Prashant Kelker
Prashant Kelker is President, ISG DACH, and Chief Strategy Officer. A globally recognized thought leader in AI and technology-led transformation, Prashant is shaping the firm’s strategic blueprint and bringing together all advisory capabilities to guide clients in the DACH region through the convergence of AI, digital technology and enterprise operating models.
Previously, as Partner, Americas Consulting, he led the effort to be the first sourcing advisory firm to establish a reference architecture for applied Generative AI with the 2023 ISG State of Applied Generative AI Market Report and played a key role in the development of our highly successful ISG NEXT operating model in 2020. Prashant joined ISG in 2012.
Before joining ISG, Prashant was a Technology Director at Accenture, where he won and established several new accounts and created digital offerings on mobility and predictive analytics. He earned an MBA from the Indian Institute of Management in Bangalore and a BE in Electronics from Bangalore University in India.
