Clay Cocalis, VP TowerGroup, makes a good point about selling technology to executives instead of the IT department. Those executives don't care as much about the details of the technology as they do the bottom line goals of their company.
"Most sales people in the tech area do a good job of talking tech with the IT department, but they also have to understand the surrounding business issues that are keeping the line of business executives up at night."
I believe you need buy-in from both groups: non-tech executives and IT. Are your marketing communications and collateral fashioned to reach both groups? If not, they should be.
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