The complexity of technology and its wide-reaching impact on the purchasing organization greatly shape buying behavior. Buyers exhibit significant distinctions in business priorities, price sensitivity, and engagement preferences across technology purchases. As 96% of all technology buyers experience stalled or extended purchase cycles, providers have a long way to go in facilitating seamless buying and effectively infusing buyer preferences in their go-to-market strategies. This report is one of a series focused on different segments of business buyers — including company size, personas, regions, and technology categories — offering guidance for sellers and marketers to better respond to buyer needs.