Executive Summary (This is a document excerpt)

The world of technology marketing and selling is turning on its head. Today, almost half of business leaders in firms that we surveyed report that they will be more involved than — or at least equally as involved as —IT leaders in technology decisions. They will set priorities, pick partners, and negotiate the deal. This seismic shift means that tech marketers must change tactics or go hungry. What to do? Shift your corporate and product positioning tech speak to business speak, make over your Web site to delight business personas and scenarios, and probe buying dynamics in any market research that you do to gain actionable insight on how to market effectively to the new IT decision-makers.

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