Supply chain technology providers have more ways than ever to engage the market. They can commission research, work with analysts, sponsor publications, host webinars, record podcasts, participate in supplier spotlights, and build visibility through industry events.

The challenge is not a lack of options. The challenge is choosing the right option for the right business objective.

A company trying to validate a growth strategy has a different need than a company trying to explain a new product category. A provider seeking broad market visibility has a different need than a provider trying to support enterprise sales conversations. An executive team looking for ongoing market perspective has a different need than a marketing team preparing a focused campaign.

That is why market engagement should begin with the question: what are we trying to accomplish?

If You Need to Answer a Strategic Market Question

Some companies need to answer a specific question before they can move forward with confidence. They may be evaluating a new market, testing a positioning thesis, assessing buyer priorities, understanding competitive dynamics, or validating demand for a new capability.

In that situation, a custom market research study may be the right starting point. Custom research can be designed around the business question that matters most. It can help turn uncertainty into a more disciplined view of opportunity, risk, positioning, and market demand.

CTA: Download the Custom Market Research Study overview to learn how tailored research can support strategic planning, market positioning, and growth decisions.

If You Need Ongoing Market Perspective

Other companies need recurring access to analyst perspective throughout the year. The market may be changing quickly, the company may be entering adjacent categories, or leadership may want a more consistent way to test assumptions and interpret market signals.

In that situation, annual advisory support may be the better fit. Ongoing advisory access can support strategy, messaging, product planning, competitive interpretation, sales enablement, and thought leadership development.

CTA: Download the Annual Contract Advisory Service overview to learn how ongoing analyst access can support strategy, positioning, and market engagement.

If You Need a Structured View of a Technology Market

Not every question requires a custom engagement. Sometimes a company needs a structured view of an established or emerging technology market. This may include market size, adoption trends, buyer priorities, vendor categories, competitive dynamics, and technology direction.

In that situation, a standard market research report can provide a useful foundation. It can support executive planning, sales enablement, product strategy, marketing strategy, investor communication, and internal alignment.

CTA: Download the Standard Market Research Report overview to learn how structured market research can support strategy, planning, and buyer education.

If You Need Sustained Visibility with a Qualified Audience

Some companies already have a clear message, but they need more sustained market presence. They want to remain visible to supply chain, logistics, transportation, warehousing, planning, automation, visibility, global trade, and technology decision-makers over time.

In that situation, Logistics Viewpoints sponsorship may be the right path. Sponsorship can support brand awareness, market education, category visibility, and demand generation support when it is tied to a clear market objective.

CTA: Download the Logistics Viewpoints Sponsorship Program overview to learn how sponsorship can support market visibility and sustained audience engagement.

If You Need to Educate the Market on a Complex Topic

Some market issues require more explanation. Buyers may need to understand a technology shift, an operating model change, a business case, or a new way of thinking about a familiar problem.

In that situation, a sponsored webinar can be highly effective. Webinars work well when the topic benefits from depth, structure, and audience engagement. They can help companies explain a market problem, share perspective, discuss use cases, and create a durable content asset for follow-up.

CTA: Download the Sponsored Webinar Program overview to learn how a webinar can help educate the market and engage qualified supply chain audiences.

If You Need to Share Executive Perspective

Some companies have a strong point of view that is best communicated through conversation. An executive may need to explain how the market is changing, why customers are facing a particular challenge, or how the company thinks about the future of its category.

In that situation, a sponsored podcast can be a good fit. Podcasts give leaders room to speak in a more natural voice, discuss nuance, and connect company strategy to broader industry trends.

CTA: Download the Sponsored Podcast Program overview to learn how executive conversations can support thought leadership, market education, and brand credibility.

If You Need to Clarify Market Positioning

Some companies need help explaining where they fit. This is especially common for emerging providers, companies entering new segments, suppliers expanding into adjacent categories, or established providers trying to differentiate in crowded markets.

In that situation, a Supplier Spotlight may be the right fit. A Supplier Spotlight can provide analyst-framed visibility around company strategy, market positioning, operational differentiation, and direction. The emphasis is not short-term promotion. It is market context and credibility through structured examination.

CTA: Download the Supplier Spotlight Program overview to learn how analyst-framed visibility can help clarify positioning and reinforce differentiation.

If You Need Strategic Industry Presence

Some companies benefit from direct engagement with executives, practitioners, analysts, technology providers, and decision-makers in an industry forum setting. Events create opportunities for relationship-building, thought leadership, and strategic visibility that digital programs alone may not fully replicate.

In that situation, ARC Industry Forum sponsorship may be the right path. Forum sponsorship can help companies participate in broader conversations around supply chain, logistics, manufacturing, automation, infrastructure, industrial technology, energy, and enterprise transformation.

CTA: Download the ARC Industry Forum Sponsorship overview to learn how event sponsorship can support strategic visibility and executive engagement.

The Best Path May Combine Several Programs

These options are not mutually exclusive. In many cases, the strongest market engagement strategy combines several elements.

A company may begin with research to clarify the market, use advisory support to refine the strategy, sponsor Logistics Viewpoints to sustain visibility, host a webinar to educate buyers, record a podcast to share executive perspective, and use a Supplier Spotlight to clarify positioning.

The sequence depends on the company’s objective, timing, market maturity, and available story. The important point is that each program should have a clear role. Research should answer questions. Advisory should sharpen decisions. Sponsorship should sustain visibility. Webinars should educate. Podcasts should humanize executive perspective. Supplier Spotlights should clarify positioning. Events should deepen strategic market presence.

Start with the Business Objective

Before choosing a market engagement path, companies should ask a few practical questions:

Are we trying to answer a strategic market question?
Are we trying to build sustained visibility?
Are we trying to educate the market on a complex topic?
Are we trying to clarify our positioning?
Are we trying to support enterprise sales conversations?
Are we trying to build executive presence?
Are we trying to participate in a broader industry conversation?

The answers to those questions can help determine which program is most appropriate.

In a noisy market, the goal is not simply to do more. The goal is to engage the market with clarity, credibility, and purpose.

For supply chain technology and logistics providers, the opportunity is not just to be visible. It is to be understood, trusted, and remembered by the market that matters.

If you have questions about which market engagement path fits your company’s objectives, reach out to me directly at jfrazer@arcweb.com. I’d be glad to discuss where your priorities align with the Logistics Viewpoints and ARC Advisory Group editorial, research, advisory, sponsorship, and market engagement calendar.

The post Choosing the Right Market Engagement Path for Your Supply Chain Technology Company appeared first on Logistics Viewpoints.

Weekly highlights

Ocean rates – Freightos Baltic Index

Asia-US West Coast prices (FBX01 Weekly) increased 8%.

Asia-US East Coast prices (FBX03 Weekly) increased 8%.

Asia-N. Europe prices (FBX11 Weekly) increased 10%.

Asia-Mediterranean prices (FBX13 Weekly) increased 11%.

Air rates – Freightos Air Index

China – N. America weekly prices stayed level.

China – N. Europe weekly prices decreased 7%.

N. Europe – N. America weekly prices decreased 1%.

Analysis

Yesterday’s Iranian strikes on vessels and states in the region, and US retaliations mark the most serious of a series of military exchanges and escalations since the start of the ceasefire, with President Trump saying the latest Iranian attacks may signal the end of the ceasefire altogether. The relative stability in the region prior to these attacks spurred the Gemini Cooperation to announce the coming restart of its gradual return to Red Sea transits – though the recent deterioration could put this resumption in jeopardy once again.

The periodic drone and missile attacks have led to multiple start and stops of traffic through the Strait of Hormuz, and daily transits are still well below pre-war norms. Nonetheless, crude oil prices have fallen back to pre-war levels and the surprising speed at which global oil supply is recovering is even leading to concerns of the market becoming oversupplied.

A ceasefire collapse could threaten the success of a sustained oil recovery, though alternatives to oil passing through the strait are driving a good share of current supply. Bunker and jet fuel prices are easing too, but remain 20% – 30% above pre-war levels as refined petroleum products dependent on crude supply levels will take longer to normalize.

But again this week, falling fuel prices are not being reflected in container spot rate behavior as peak season demand continues to push freight rates higher – though the early start to this year’s busy season may also mean we are already reaching peak volumes.

The US Trade Representative started hearings this week as part of the process required to roll out new Section 301 tariffs before Section 122 tariffs expire on July 24th. This coming tariff deadline is likely one driver of frontloading and the early peak season start on the transpacific. But spiking demand and rates on Asia – Europe lanes where tariffs are not a factor suggest that July BAF hikes and Q3 manufacturer price increases were also major factors towards the overall early demand surge.

July 1st GRIs and PSSs have stuck, pushing rates up $1,000/FEU across the major east-west lanes for a total increase of more than $3,000/FEU on the transpacific trades since the end of May. Prices to the West Coast climbed to about $6,700/FEU last week with East Coast rates up to about $8,700/FEU but leveling off at $9,000/FEU this week.

Carriers are adding capacity to the transpacific to service the rush of demand, but some forwarders think frontload-driven demand may already be peaking. Easing demand, together with capacity additions, could mean that the significant mid-month rate increases planned by some carriers may not take, and prices could even start easing later in the month.

Asia – Europe rates have behaved similarly since the end of May, despite record levels of capacity deployed on these lanes, with Asia – N. Europe rates up to about $5,400/FEU last week and prices to the Mediterranean passing the $7,000/FEU mark. Carriers have additional increases of about $2,000/FEU slated for mid-July on these lanes too, though like on the transpacific, the early start to the demand surge has many anticipating the demand side could start easing soon.

For all the major east-west lanes though, rolled cargo backlogs as well as growing significant congestion at major hubs including Shanghai, Ningbo, Yantian, Singapore, Busan and Colombo could slow the speed of the rate unwind even if the rate of new bookings slow.

In air cargo, easing fuel prices have contributed to cargo rates down from war time highs, though the Freightos Air Index global benchmark has been steady since late May and well above the pre-war level. China – N. America prices were stable at $6.56/kg last week. China – Europe rates which were steady in June fell 7% to $4.21/kg last week, possibly reflecting some drop in demand as the EU’s de minimis suspension took effect.

The post Container rates jump another $1k/FEU – but is demand peaking? – July 8, 2026 Update appeared first on Freightos.

Technology buyers face a familiar problem: too many suppliers, too many claims, and too little clarity.

That challenge is especially acute in industrial, engineering, operational technology, and supply chain markets. These are not simple software buying decisions. The systems under consideration often support mission-critical operations, complex workflows, long asset lifecycles, global networks, and high-stakes business processes.

Buyers need to know more than which supplier has the loudest message. They need a structured way to evaluate current solution strength, future direction, market presence, and fit.

That is the purpose of ARC Market Map, a flagship research product from ARC Advisory Group.

ARC Market Map is designed to give technology buyers and suppliers a clear, data-driven view of the competitive landscape. It provides a structured framework for understanding where suppliers stand in a defined market and how they compare across both current capabilities and strategic vision.

For readers focused specifically on supply chain technology markets, Logistics Viewpoints also provides a dedicated resource page. To access the supply chain-focused version and download the related PDF/sample material, visit Logistics Viewpoints Supply Chain Market Maps.

What Is ARC Market Map?

ARC Market Map is a structured supplier evaluation framework developed by ARC Advisory Group to assess and position suppliers across global engineering and operational technology markets.

The framework is grounded in primary research, analyst expertise, and a consistent evaluation methodology. Rather than presenting a simple ranking, ARC Market Map provides a visual representation of supplier positioning within a specific technology segment.

This helps buyers make more informed decisions. It also helps suppliers understand how they are positioned relative to competitors, where they are differentiated, and where they may need to strengthen their offering or market strategy.

How the Market Map Process Works

The ARC Market Map process follows a disciplined sequence.

First, ARC defines the scope of the evaluation. This includes identifying the specific technology segment and the suppliers to be assessed.

Second, ARC gathers primary research through vendor briefings, customer interviews, and market intelligence.

Third, analysts score each supplier against a consistent set of criteria.

Fourth, the findings are reviewed internally to support accuracy, consistency, and fairness.

Finally, the results are validated with industry experts and published as the final Market Map report.

This process is designed to provide a balanced, research-backed view of supplier competitiveness in markets that are often crowded, fragmented, and difficult to compare.

Two Core Evaluation Dimensions

Every supplier on the ARC Market Map is evaluated across two equally weighted pillars: solution capabilities and strategic vision.

Solution capabilities assess the strength, breadth, and maturity of a supplier’s current product or service offering. This dimension focuses on what the supplier can deliver today.

Strategic vision evaluates how well the supplier is positioned for the future. This includes factors such as innovation roadmap, go-to-market strategy, ecosystem partnerships, and alignment with emerging customer requirements.

Together, these two dimensions provide a fuller picture of competitiveness. A supplier with strong current capabilities may be well established, but buyers also need to know whether that supplier is adapting to market change. Likewise, a supplier with a compelling vision may be promising, but buyers need to understand whether its current solution is mature enough for their needs.

How to Read the ARC Market Map

The ARC Market Map uses a two-axis chart to plot supplier positions.

The vertical axis represents solution capabilities. The higher a supplier appears on the chart, the stronger its current offering.

The horizontal axis represents strategic vision. The farther right a supplier appears, the more forward-looking and future-ready its strategy.

Each supplier is represented by a bubble. The size of the bubble reflects the supplier’s relative market presence or scale within the evaluated segment. This may be measured by revenue, installed base, market influence, or other indicators of market weight.

This visual approach allows readers to understand three things quickly: how strong a supplier’s solution is today, how well positioned the supplier appears to be for the future, and how significant its footprint is in the market.

Supplier Position Categories

ARC Market Map organizes suppliers into five position categories based on their scores across the two axes.

These categories help buyers and market participants interpret supplier positioning at a glance. Some suppliers may be established leaders with strong capabilities and a clear strategic direction. Others may be emerging challengers building momentum. Some may be focused specialists with deep expertise in a narrower segment.

The purpose is not simply to label suppliers. It is to provide context. Each category tells a story about where a supplier stands today, how it is positioned for the future, and how it fits into the broader competitive landscape.

Why Market Maps Matter for Buyers

Technology buyers often begin the evaluation process with a long list of possible vendors. Narrowing that list can be difficult, especially when suppliers use similar language to describe their capabilities.

ARC Market Map helps bring discipline to that process.

For buyers, the framework supports category education, supplier comparison, shortlisting, and internal alignment. It helps teams move from a broad market view to a more focused understanding of which suppliers may be best suited to their requirements.

This is particularly valuable in markets where the cost of a poor technology decision can be significant. Selecting the wrong platform or partner can result in integration problems, process disruption, missed transformation goals, or costly rework.

A structured market view helps reduce that risk.

Value for Suppliers, Consultants, and Investors

ARC Market Map is also valuable beyond the buying community.

For technology suppliers, inclusion in a Market Map provides visibility and credibility. It also creates a benchmark for understanding competitive positioning, differentiation, and areas for improvement.

For system integrators and consultants, Market Maps provide a credible reference point for client recommendations. They help advisory teams explain market structure, supplier strengths, and strategic fit.

For investors and analysts, Market Maps offer a snapshot of market dynamics. They show which suppliers have strong market presence, which are gaining strategic momentum, and where the competitive landscape may be evolving.

What Makes ARC Market Map Different?

ARC Market Map is purpose-built for industrial, engineering, operational technology, and related markets.

That distinction matters. These markets are different from general enterprise software markets. They often involve complex operating environments, mission-critical assets, high reliability requirements, specialized domain expertise, and long implementation timelines.

ARC’s approach reflects those realities.

The assessments are conducted by analysts with industry experience, not generalist observers. The framework goes beyond simple rankings by combining current performance, future potential, market context, and supplier scale.

This gives stakeholders a more balanced view of the market. It helps answer not only “Who is strong today?” but also “Who is positioned to remain relevant as the market changes?”

ARC’s Broader Research Foundation

ARC Advisory Group has served industrial technology users and providers for more than 30 years. The firm covers a broad range of markets, including automation and control systems, supply chain, asset management, and digital transformation.

ARC’s global team of analysts and researchers provides strategic advisory services, in-depth market research, and access to a community of industry peers.

ARC Market Map is one way ARC delivers trusted intelligence to help organizations make better technology decisions.

The Bottom Line

Industrial, operational, and supply chain technology markets are becoming more complex. Buyers need clear, structured intelligence to understand supplier capabilities, future direction, and market position.

ARC Market Map provides that perspective.

By combining solution capabilities, strategic vision, and market presence into a visual evaluation framework, ARC Market Map helps buyers, suppliers, consultants, investors, and analysts make better sense of competitive technology markets.

Learn More

Organizations evaluating industrial, operational, or supply chain technology markets can use ARC Market Map to bring greater structure and discipline to supplier evaluation.

To explore the broader ARC Market Map framework, visit the ARC MarketMap sample page.

To request a sample MarketMap and view available examples, visit ARC MarketMap.

The post ARC Market Map Brings Structure to Complex Technology Markets appeared first on Logistics Viewpoints.