Targeting industry roles opens up your addressable market. Yet many providers are uncertain of who these buyers are and how to engage them. Gartner conducted a study to understand the buying process of industry-specific line of business (LOB) buyers of technology solutions. This research shares key findings on how these LOB buyers are shaping the role that technology plays in their business and operational change initiatives, the roles LOB buyers play and what they need during the buying process.
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