To shamelessly hack the phrase “it’s the economy stupid”, most hardware vendors don’t get it. It’s not about your spinning disk, your compute density, or your software defined everything. It’s not even about your solutions; especially when those solutions highlight your hardware. It’s about how you can enable customers application. CXO’s don’t care about the data center. Well, they do, only in as much as it supports the applications, and the value they can gain from those applications.
The answer is therefore, start marketing to how your technology improves application performance, resilience, compliance and integration. Does your content marketing benefit the customer’s applications?
The world of cloud has changed purchasing decisions, and purchasing decision makers. IT is no longer in control; or at least have been relegated even further downstream from the decision criteria.
Ultimately, you need to start marketing to marketing. They will control a greater amount of IT spend than IT (see latest update from CIO online). And you best speak applications.
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