Information Workers Are A New Buying Center For Enterprise Technology

Technology vendors today are faced with a new market dynamic: Individuals inside companies, primarily information workers (iWorkers), are choosing, procuring, and often paying for technology products and services that increase their productivity at work. At the same time, IT departments are working to simplify and add flexibility to the way they support the business. This puts technology strategists, and their go-to-market partners, between a rock and a hard place. iWorkers want pay-as-you-go, easy-to-use solutions that immediately and clearly help their productivity, while IT buyers have to protect the business by implementing best-cost solutions that secure the physical and intellectual assets of the company in a flexible, forward-looking architecture. This matrix of buyer needs and purchasing behaviors will require tech vendors to architect and sell solutions to multiple buying centers and through multiple channels.