5 Go-to-Market Predictions for Technology Infrastructure Companies in 2025

Technology infrastructure is undergoing a profound transformation, driven by rapid technological advancements and shifting market dynamics. From zero trust security architectures to the proliferation of low-code development platforms and the pervasive influence of artificial intelligence, the infrastructure technology sector is experiencing unprecedented change. These technological shifts are not just reshaping product capabilities but are fundamentally altering how infrastructure companies approach their go-to-market (GTM) strategies.

The Changing Technology Infrastructure Ecosystem

Technology infrastructure has evolved from a collection of discrete technological components to an integrated, intelligent ecosystem that powers digital transformation. Spanning data management, IT operations, communication platforms, application development and security, these interconnected domains are unified by their shared mission to enable organizational agility, innovation and resilience.

As 2025 unfolds, Alexander Group has five predictions for how infrastructure companies will shape and evolve their go-to-market strategies.

1. Deep Understanding of Customers and Buyers
2. Focus Upmarket and Elevating the Conversation
3. Pricing Models Aligned to Customer Choice and Value
4. Customer Success as a Competitive Differentiator
5. Partner Programs Reimagined

1. Deep Understanding of Customers and Buyers

Companies will make substantial investments in voice of customer (VoC) programs to develop increasingly sophisticated ideal customer profiles (ICPs). With marketing expenses averaging 9.8% of revenue for tech companies, organizations are becoming more strategic about where and how they allocate marketing resources. This goes beyond traditional market segmentation, leveraging advanced data analytics and AI-driven insights to precisely target marketing and sales efforts.

Companies will need to develop more advanced analytical capabilities, integrating data from multiple sources including firmographics, technographics, interaction data and historical sales to create nuanced customer profiles. Sales teams can benefit from improved customer targeting, focusing their time on high value customers and moving from a one-size-fits-all approach to personalized engagement strategies that speak directly to specific customer pain points and organizational challenges.

2. Focus Upmarket and Elevating the Conversation

Product-led growth (PLG) strategies that have proven successful for infrastructure companies will undergo a strategic pivot towards enterprise and high-value market segments. This shift requires a fundamental reimagining of sales talent and engagement models. Companies will need to develop new sales roles capable of engaging at the C-suite level, with sales professionals who can speak the language of CIOs and CTOs.

This transition means rethinking talent acquisition, training and compensation models. Sales teams will need to maintain their technical expertise while simultaneously enhancing their ability to articulate business value.

3. Pricing Models Aligned to Customer Choice and Value

Pricing strategies will become increasingly sophisticated, with companies simultaneously managing multiple pricing models. The rise of consumption and usage-based pricing will create both opportunities and challenges. While these models offer tighter alignment with customer value, they introduce significant complexity in sales role design, performance management and compensation structures.

4. Customer Success as a Competitive Differentiator

In a challenging macroeconomic environment, customer experience will emerge as a critical competitive advantage. With gross revenue retention (GRR) at 91% for technology infrastructure companies, the stakes for maintaining and enhancing customer relationships have never been higher. Infrastructure companies will invest heavily in creating more personalized, responsive and proactive customer engagement models.

This means moving beyond traditional support approaches to develop predictive, AI-enhanced customer success strategies that anticipate and address customer needs before they become critical issues. Customer success teams will need to become more technically sophisticated, using advanced analytics and AI to provide predictive insights and proactive support.

5. Partner Programs Reimagined

Partner programs will undergo significant transformation, with 80% of companies either having completed or preparing for a major partner program revamp. This reflects the increasing convergence of partner types and the critical role of partnerships in reaching technical buying committees. Companies will develop more flexible, value-driven partnership models that move beyond volume-based tiers to recognize the complex technical and strategic requirements across influence, sell, build and service motions of partners.

The implications extend beyond traditional channel strategies. Companies will need to develop more sophisticated partner management platforms, create more flexible engagement models and develop comprehensive enablement programs that go beyond traditional training and marketing support.

Where to Go from Here

Success of technology infrastructure companies in 2025 will hinge on their ability to innovate technologically while adopting sophisticated go-to-market strategies. By focusing on customer insights, upmarket engagement, flexible pricing, customer success and reimagined partner programs, companies can navigate the evolving landscape and achieve sustained growth.