IT Services

Worldwide IT services spending will pass $1.87 trillion in 2026, growing 9% over the prior year and remaining the single largest category of technology spending, according to Gartner. That growth trails data center systems at 55.8% and software at 15.1%. Gartner's own analysts describe the current market as one where a rising tide does not lift all boats, with budgets strained by memory costs, supply shortages and AI funding initiatives that pull money toward infrastructure. For services firms, that means competing for a smaller share of attention inside budgets that are technically growing.

The delivery model is under pressure at the same time. Firms that price on headcount and hours are being asked to explain why AI-assisted delivery should cost what it cost two years ago, and buyers who once ran multi-vendor bake-offs are consolidating to fewer partners with deeper accountability. Meanwhile the category has a sameness problem that predates AI. Cloud migration, application modernization, managed services, data engineering: hundreds of firms describe identical capabilities in identical language, and the buyer cannot tell them apart from the website.

That sameness is a commercial problem, not a marketing one. It shows up when a chief information officer shortlists three firms and picks on price because nothing else distinguishes them. It shows up in diligence, when an acquirer or a private equity sponsor asks what the firm actually owns that a competitor could not replicate. A services company that cannot answer that question in one sentence gets valued as a body shop, whatever the delivery quality behind it.

Red Fan has worked on both sides of that question. Our deep focus on B2B technology gives us decades of experience across numerous software and IT verticals. In addition to supporting various IT services companies, we have worked inside the technology and engineering organizations of our SaaS clients. Our data-driven brand positioning and thought leadership services ensure firms are defined by what they are measurably better at. 

Results

• Designed new brand positioning and messaging strategies that boosted brand equity ahead of major exits.
• Secured thought leadership coverage to boost visibility for C-suite executives.
• Researched, advised and supported content development for speaking opportunities as well as media interviews for C-level leaders.

Focus Areas

• Software design & deployment
• IT infrastructure & consulting
• Software engineering
• AI & machine learning

Case Studies and Testimonials

Case study feature: Nextira

“When evaluating a PR partner, we were looking for someone that aligned with Growth Acceleration Partners’ values and met our needs as a fast-growing business. Red Fan fulfilled all and generated results that elevated our brand. Their collaboration with our team yielded a trust-based relationship that was critical to our success.”

—Darryl Worsham, former Chief Revenue and Marketing Officer of Growth Acceleration Partners