Forrester

Why Read This Report

As technology extends its reach more deeply into every corner of business, conflicting demands from business units, functional heads, IT groups, and finance are forcing enterprises to change their traditional methods of buying technology — as well as how they work with vendors. Our survey of business and IT decision-makers revealed significant differences between the two groups and generally greater involvement well before the formal buying process started. Sales enablement professionals should closely examine the role that business and IT executives play in different phases of the technology decision-making process and develop new go-to-market models based on identified patterns.