Partner Advisory Board Insights (Q2)

This IDC Market Perspective summarizes a discussion among partners that joined IDC's first quarterly Nordic Partner Advisory Board (PAB) that took place in June 2024. During the discussion, partners from the Nordic countries representing a variety of vendors shared insights into customer trends and buying behavior as well as what market dynamics will drive their business decisions this year."Similar to views expressed during our U.K. PAB sessions, Nordic partners see elongated customer buying journeys as a significant challenge to their businesses. Despite this, customers accelerating toward AI technologies presents new opportunities and revenue streams for partners that are able to capture those opportunities," said Josh Budd, research manager, IDC.