Published: 14 April 2022
By limiting their software use, frustrated users can delay technology deployment and adversely impact renewals. Product leaders should use this research to understand the ways in which users influence B2B technology buying decisions and learn how to leverage it in their sales strategy.
Forty percent of technology users reported resisting software that annoyed them, and 61% of all tech buyers said that such resistance delayed technology deployment.
Over two-thirds of all technology buyers said that gaining technology user adoption was harder than expected. However, most technology buyers also failed to have users assess the technology before purchasing the product.
When technology users have autonomy to choose their software, they are likely to recommend that software to peers, and they are also likely to view the IT department in a better light.
Technology users are increasingly trying software through a free trial, freemium offer
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Analysts:
Tech Buying Behavior Research Team
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