High-Tech Tuesday Webinar: The Rise of the Business Buyer — Fact or Fiction?

Archived Published: 13 March 2014 ID: G00260966


  Free preview of Gartner research


One thing is certain — buying processes and participants have changed. Technology and service providers must understand whom they need to target, and how, during which stage of the buying process.

Table of Contents

Who's Buying Technology? Business or IT?

IT Is Now "Everyone's IT"

Key Issues

A Brief Walk Through History

Demand Is Growing From Outside of IT

It's a Lot of Money

And It Isn't Held by Marketing

Key Issues

That's Not All That Has Changed

The B2B Buying Process Has Changed

Cross-Functional Teams Are Driving IT Decisions

And Buy All Types of IT

Business Buyers Are Involved Earlier in the Relationship

They Are Looking in Different Places

For Different Outcomes

Business Outcomes Matter Most

Line-of-Business Buyers Care About Industry-Specific Outcomes

Key Issues

Marketing: Targeting the Team

Sales: Interacting With the Team

Digital Business Disrupts Existing Business Models

But How Vertical Do I Have to Be?

Industry-Specific Business Buyers Are Reshaping and Transforming Technology Adoption and Investment

Key Take-Aways

Recommendations for Engaging With New Buyers

Gartner Recommended Reading

Link to recording: http://my.gartner.com/portal/server.pt?open=512&objID=202&mode=2&PageID=5553&resId=2648921&ref=Webinar-Calendar


As market strategy managers and industry practice leads, you've heard the current conventional wisdom that demand is growing from outside the IT department — but is it? We take a look at what is really going on, sharing some of the key results of several recent Gartner buyer surveys, to identify who are buying what and what is driving them.

  • Is demand growing from outside the IT department in the lines of business, and if so, where?

  • What is the new shape of technology buying centers in 2014?

  • How does vertical industry strategy come into play?

Gartner Recommended Reading

© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more