Beginning a New Era of Technology Purchasing
The traditional approach to enterprise technology buying usually involved the IT department pulling the strings. But in a rapidly changing world—and an incredibly fast-moving business environment—that process is changing. Technology purchases are becoming more decentralized, cloud computing is becoming more prevalent, and the marketplace is becoming more fragmented. LinkedIn Marketing Solutions recently examined the changing state of enterprise tech buying. A survey of more than 3,800 technology decision-makers located around the world found a number of key trends. These include a need for broader and deeper relationships between vendors and customers; different dialog and discussions based on different types of technology; and a more holistic relationship revolving around vendor-customer communications. "Democratization of technology has given end-users more influence over technology purchase decisions than ever—as technology drives more aspects of business," says Kelly Kyer, global marketing lead of LinkedIn Marketing Solutions. "As the buying committee expands to new departments and functions, more of the purchasing audience works in non-technical functions and requires more educational content to make a purchase decision."