The first step in influencing the potential of a technology to impact business outcome is identifying the extent to which technology aligns with or supports executive ‘care-abouts’ of the SMB buyers. Technologies that connect directly to C-level objectives are most likely to obtain support. Techaisle survey data shows that digital transformation is very prominent in executive-oriented IT discussions but influencing the SMB & midmarket IT and non-IT buyer is no cakewalk. Consider these statistics from Techaisle surveys:
Where, when and who to influence is a key challenge, especially when digital transformation impacts more than one buyer segment and business process.
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