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Research Report
The State of Technology: 2021
Record Planned Spending for Digital Engagement and Expanding Scope of Self-Service
John Ragsdale
John Ragsdale
Distinguished Researcher, VP Technology Ecosystems
January 15, 2021

Overview
TSIA has been doing annual surveys on technology adoption and planned spending since 2006. The most recent Tech Stack Surveys, completed at the end of 2020, showed surprisingly high planned spending across research practices and technologies, despite dour predictions of a slowing tech economy. Comparing year-over-year adoption, companies have made heavy investments to digital engagement capabilities across service and sales organizations, with more spending in these areas planned due to the dramatic shift to virtual and remote engagement brought on by the pandemic. As tech firms continue to shift toward XaaS offers and subscription revenue, planned spending is also high for building the infrastructure to automate online sales and subscription renewals. Companies should compare their rate of adoption and planned spending in these areas with the industry averages to be sure you are not falling behind competitors in offering an end-to-end digital experience.
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