Published: 11 April 2022
On average, 42% of employees in midsize enterprises outside of IT are customizing and building data/technology solutions. Tech CEOs must recognize and target these business technologists as a distinct buyer segment, and have a product strategy and roadmap aligned to the role.
Business technologists have emerged as big influencers in the technology buying process, either as a decision maker or as part of a decision team. They are also vastly diverse because they sit within the line-of-business or functional domains.
Business technologists’ needs revolve around their own business function or domain-specific activities and KPIs. They have a solution mindset and prefer products that facilitate an ease-of-use approach.
In order to align product strategy with evolving user needs, tech CEOs must:
Create more effective value propositions for business technologists by developing personas and leveraging them in product planning.
Address the diverse requirements
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