Trend Report

Vendors Need To Understand How IT Buyers’ Behaviors Are Changing To Improve Engagement

Line-Of-Business And IT Leaders Collaborate On A Future Fit Technology Strategy

March 14th, 2022
With contributors:
Amy Hayes , Jeffrey Rajamani , George Lawrie , Paul Miller , Helen Gilroy-Powell , Rachel Birrell

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.