IDG Contributor Network: The urgency of recognizing and satisfying unknown software needs

While internal growth can drive companies to make major software purchases, another driver is external growth. Internal growth refers to a company growing organically through new customers, by mergers, acquisitions and so on. External growth refers to a company operating in a growing environment, and is occasionally described with the phrase “A rising tide lifts all boats.”Marketing technology is one such example of a growing environment, and it is spectacularly illustrated by Scott