Published: 18 May 2023
Utilities have a complex technology buyer landscape with multiple personas. As technology needs and purchasing requirements become more nuanced, product leaders must understand the personas and priorities of utility tech buyers to better align their go-to-market strategies.
Utilities have many disparate systems, teams and processes, creating siloed technology and capability ecosystems. This makes technology purchase decisions complex and buyer satisfaction difficult to achieve. Failure to understand these complexities and map them in product messaging erodes sales effectiveness and curtails growth.
Utilities scout for offerings that provide cross-functional support and promote the appropriate alignment across department and functional silos to support enterprise-level visibility and adoption of technology solutions. Otherwise, technology and service providers (TSPs) risk missing deals and delayed procurement processes.
Utility tech buying teams have varying priorities, objectives and requirements from a technology offering, but TSPs often
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