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"
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
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
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
Recommendations for Engaging With New Buyers
Gartner Recommended Reading
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?
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