Service providers need to make the link explicit for IT buyers IT buyers need help from IT providers to link the business impact and scope of a particular solution to their key metrics - something they aren't always able to understand themselves. When providers are unable to form a link between a buyer’s objectives and the value they offer, it becomes hard for the buyers to prioritize their investments to a particular provider.
This is one complication which presents an opportunity for providers who want to become more customer-focused, especially as they attempt to get themselves closer to the buyer’s journey. All providers…
