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Line of business buyers flexing their muscles

According to a new report by CompTIA, for decades, the seat of technology purchasing power belonged to the CIO’s office or internal IT department. But times are changing, and a new potential buyer is emerging, the non-IT line of business executives.

CompTIA’s latest study examines the habits of these new buyers, including those from marketing, finance, logistics and sales. Carolyn April, Senior Director, Industry Analysis, CompTIA said: “It’s another strong signal that technology has shifted from a supporting function for business to a strategic asset. Line of business buyers are flexing their muscles and this shift is impacting the entire IT channel – vendors, distributors and solution providers.”

April warns that it’s incumbent on the channel to get their faces in front of line of business leaders. “Much of what business lines are buying are cloud-based software solutions which can be self-provisioned quickly within a department. For that reason, channel partners need to package what they sell differently.

“They need to speak the language of business because this new generation of buyers doesn’t want to hear about the technical implications of their purchases,” she explained. “Channel partners need to position themselves as consultants and service providers who can help customers make informed decisions about what they buy.”

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