As technology continues to proliferate, decision-making spreads. Today, the product options for functional departments continue to expand, creating more growth opportunities. This session will help product leaders understand the nuances of departmental buying to improve their go-to-market effectiveness when targeting these buyers.

As tech buying decisions spread across the organization and become more federated, product leaders will encounter buying teams with less buying experience and technology knowledge. In these scenarios, delays and frustrations are more likely. This session will dive into the realities of present-day technology buying to improve win rates, accelerate your sales cycle and improve overall deal quality.

As markets evolve, the type of companies interested in adopting or replacing change. While this is well understood, most providers do not do enough to tailor their go-to-market approaches to the stage of the market. This session will help product leaders learn how to adjust messaging, content and engagement activities as markets evolve increasing their effectiveness.