Gartner Research

General Manager Insight: Appeal to the Opportunistic Nature of the ABD Enterprise Technology Adoption Profile

Published: 30 April 2019

ID: G00389233

Analyst(s): Hank Barnes , Derry Finkeldey , John-David Lovelock


Enterprises with accommodating, business-led and dynamic technology adoption traits are good candidates for innovative solutions, assuming they can identify value. Here, we provide technology general managers with insights into ABD buying behavior and recommendations for how to engage with them.

Table Of Contents


  • ABD Profile Overview
  • The Business Is in the Driver’s Seat
  • Important Buying Characteristics of ABDs
  • Summary

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