The involvement and behavior of IT personnel (aka the IT buyer persona) in B2B technology purchases has evolved since the years in which IT first became a business differentiator. Our research indicates that following the centralized IT and distributed IT eras, IT buyers are entering a more collaborative era with their business peers. B2B vendors need to understand this most recent change to assess its impact on their go-to-market strategies. This report provides B2B marketers with the insight they need to optimize their chances of success with the increasingly important IT buyer persona.