Regardless of how inexpensive a product / service is, enterprise solutions affect an organization and its operations broadly and possibly deeply. Listen to Hank Barnes explain why, in this age of the consumerization of IT and shadow IT, there is still a structured buying process.

Transcript

We see that enterprise buyers still have structured buying processes. They still have to get approval. They still have to submit business cases. So they’ll do a lot on their own, they’ll reach out to their social networks. They’ll reach out to peers. They’ll reach out to experts. And they’ll use consumer tools to do a lot of that, but when it comes back together they they’ve still got to make the case of this is a good reason for change for the business.

So what some people talk about forget B2B and B2C, it’s B2P or B2Person. There’s elements of that, but B2B buying still requires you to make a business case and get a justification. That may come from the business side that may come from IT. And for the same product it may come from IT in one and business in another, but you’re still going to have to make that case.

We see that enterprise buyers still have structured buying processes. They still have to get approval. They still have to submit business cases. So they’ll do a lot on their own, they’ll reach out to their social networks. They’ll reach out to peers. They’ll reach out to experts. And they’ll use consumer tools to do a lot of that, but when it comes back together they they’ve still got to make the case of this is a good reason for change for the business.

So what some people talk about forget B2B and B2C, it’s B2P or B2Person. There’s elements of that, but B2B buying still requires you to make a business case and get a justification. That may come from the business side that may come from IT. And for the same product it may come from IT in one and business in another, but you’re still going to have to make that case.