ServiceNow Inc. (NOW)

Valuations for many enterprise software firms remain rich. But like chip companies, their earnings reports generally haven't done much to spoil the fun.

Is this a good time to add to longs?

The latest estimates from research firm Gartner suggest enterprise software spend could grow at a double-digit rate both this year and next.

Capex trends, chip demand and IT spending commentary are among the things to watch as dozens of tech companies report this earnings season.

Let's review Nike and Columbia Sportswear.

I am simply respectful of the power of hope melded with the strength of so many parts of technology and I want to buy, not sell, these stocks when they get hammered.

Are there some dents in the armor? There are, but they seem like small potatoes to me.

This is a market that thrives on certainty. We got it Friday.

But if China trade talks fail, this shoe company could get tripped up, so here's how to play it.

The purpose is not to shake you out, although it can feel like that; here's what's really going on.

While companies such as HPE, Cisco and NetApp are signaling that macro headwinds are weighing on their hardware sales, major software and public cloud players are singing a very different tune.

There is no 'tech' in tech.

On the biggest day for earnings reports in the S&P let me give you my scorecard to date so you know which pile your stocks might land in.

The technical signs for the cloud automation company indicate sellers of its stock have been more aggressive in the last few weeks.

The Defense Department's potential $10 billion award for their cloud computing contract is a never ending saga with Microsoft and Amazon as finalists.

The growth investment community is abuzz with the idea that the great growth story of the era -- software-as-a-service -- is at an end.

Money fled high-growth, high-multiple stocks on Wednesday and chased a mix of both defense and value.

There are plenty of senior growth companies that can still move higher.

Let's drill down in the charts and indicators to see if we want to get involved on the upside.

With low price-to-earnings multiples, these stocks could be buys right now -- depending on your take on recession.

Similar to the charts of TWLO and ADBE, ServiceNow looks like it can weaken further, so wait on making new commitments.

Let's examine the hard-hit cloud stocks from a technical point of view.

That the market didn't plummet following the strikes on Saudi oil facilities shows big differences in our economy and reliance on foreign oil compared with just a decade ago.

When you get a chance to buy the best of the best stocks down around 10%, that's a gift.

Bulls and bears are still figuring NOW out.

Investments by major enterprise software firms in AI/machine learning features are growing considerably. Chip developers and cloud service providers that make a lot of these investments possibly stand to benefit.

That's Better Than Feared vs. Worse Than Feared when it comes to these companies' latest reports on a big day for earnings.

Watch closely as the government opens a broad antitrust investigation into unidentified leading online technology platforms