After three years of slow or no growth, technology and consulting companies are beginning to see a period of stronger technology spending. This does not signal a return to business as usual, however. Significant changes in the way customers evaluate, select, and purchase technology services and solutions have created a new buyer reality that marketers cannot ignore. The balance of power has shifted to the buyers, putting them in control of relationships with technology and services providers. Customers are highly skeptical, less loyal, more proactive, and increasingly demanding of new approaches for buying technology and services.

Given the new buyer reality, traditional sales-based lead generation tactics are less effective, mandating a change in how services providers market and sell. To effectively sell technology services, sales and marketing must collaborate to better understand buying behavior, develop the right offerings, build visibility and credibility, and improve the overall customer experience.

This ITSMA Update examines the core components of the new buyer reality, explores the implications for marketing and selling technology solutions, and outlines five priority areas for improved sales and marketing collaboration.