In the world of B2B technology, it used to be that marketing and sales efforts were primarily targeted at the IT department. But now more than ever, business decision makers are involved. According to Forrester Research, 73% of North American B2B technology spending is business-led or heavily influenced by business leaders. IT purchase decision makers now include general managers, business development executives and heads of functions such as marketing, finance and human resources—and many of these roles have their own technology budgets. Technology sellers need an approach that also speaks to the business decision maker.
- Published in Demanding Views