Gartner Research

Tech Go-to-Market: Adapt to the Different Buying Approaches Taken by Business and IT Buyers for Technology Purchases

Published: 25 January 2017

ID: G00315282

Analyst(s): David Yockelson


Technology product and service purchases are now often undertaken by buying teams populated by both IT and LOB buyers. Technology product marketing leaders must account for and address the different preferences — and capitalize on the similarities — for each buyer type throughout the buying process.

Table Of Contents
  • Key Challenges



  • Ensure a Focus on Investments in Areas and Actions That Carry High Influence for Both IT and LOB Buyers
  • Recognize and Cater to Areas of Disparity Between IT and LOB Buyers, Providing Content Accordingly
  • What Makes Buyers Respond and Answer Calls to Action? Different Strokes …
  • Summary

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