Published: 26 August 2022
The democratization of technology continues to shape new tech-savvy non-IT buyers, to select, custom-fit, and deploy their own technology. Tech CEOs should use this trend analysis to appeal to a new set of buyers called “business technologists.”
Tech CEOs can exploit the democratization of technology to improve sales effectiveness:
As digital strategy and innovation transform organizations, there is an opportunity to exploit more revenue from roles that can now operate without IT influence. This shift of new buyers outside of IT that are distributed across the organization is what Gartner refers to as “democratization.”
In many organizations, many technology acquisition decisions are now driven from business units and rank-and-file employees.
Taken together, these trends have a direct impact on tech vendors, as business technologists can be spread throughout enterprises, playing key roles in purchasing decisions.
Tech CEOs seeking to
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