According to the latest research from IDC, 58% of technology purchases are now driven by the business, versus only 42% controlled by IT.
In the past, IT professionals would generate all the innovative tech ideas, investigate options, and play the decisive role in solution selection. Now, the ability to understand and procure complex technology is pervasive, and as a result, it’s the business leaders who now control most of these steps in the decision process.
This shift in control presents as significant challenge for solution providers, as what used to work, doesn’t resonate any more.
Unfortunately, the majority of marketing content still speaks to technical buyers rather than business leaders, focusing too much on the “how” versus the “why”. Busines…