The Bottom Line: Stakeholder Centricity Must Drive Go-To-Market Strategies

While IT budgets are on the rise again, the application of technology solutions by buyers has moved far beyond corporate IT operations into the domain of business enablement. The consequences of this shift are manifesting themselves very quickly now in that vendors are beginning to develop new positioning, messaging, and execution strategies that will enable them to effectively engage the wider mix of customer-stakeholders in both IT and business units. This new approach to winning the hearts and minds of your customers, which Forrester calls stakeholder centricity, must drive your sales, marketing, and partnership strategies.