The Rising Importance of the Technology Advisor: Key Findings and Opportunities

Calling All Technology Advisors:

The Time is Now to Take a Bigger Share of the Advanced Technology Market

Tech advisors have an opportunity to guide IT decision makers more than ever before, especially for mid-market companies that have more limited in-house resources and expertise with increasingly complex AI and cybersecurity decisions. Nearly all of mid-market respondents (92%) are interested in meeting a new technology advisor.

Even though advisory through the channel is still underutilized – nearly half of mid-market companies and three-fourths of enterprise respondents currently utilize the channel for 50% or less of their tech buying - the majority of IT leaders are open to partnering with new technology advisors who have deep expertise in sought-after technology solutions.

This trend mirrors Gartner’s projection of a 10% increase in IT services spending in 2024 as companies aggressively seek out external IT consulting services to access specialized skill sets that are in short supply internally.³

Opportunity #1:

Capitalize on the Growing Demand for Tech Advisory

92% of mid-market respondents said they were interested in meeting a technology advisor to guide buying decisions.

Additionally, one in three enterprises shared this interest.

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While enterprises indicated less buying in the channel than mid-market companies, Y-O-Y data indicates a growing interest in partnership: Only 8% of enterprise buyers said they are not likely to use an advisor at all, compared to 18% in 2023. This trend will likely continue as the digital landscape grows more complex.

Tech Advisor Opportunities continued →

Opportunity #2:

Hone Your Specialization and Expertise

Technology advisors who differentiate themselves with specialized category and supplier expertise will rise to the top for buyers looking to invest in new practice areas.

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The top three reasons respondents would be most open to meeting a new tech advisor underscores the value buyers continue to place on partners who can differentiate their expertise in evolving technology markets.

Technology advisors should clearly articulate their specific depth of expertise in their sales messaging and positioning. Case studies, leave-behinds, and other content that showcases unique approaches and successful results in highly sought-after practice areas are powerful tools to “show” versus “tell” differentiation.

Tech Advisor Opportunities continued →

Opportunity #3:

Embrace the AI Revolution

Technology advisors are poised to be an invaluable asset in guiding organization-wide AI strategies. 87% of surveyed IT buyers indicated that AI is the #1 area they would welcome a new advisor for help, and 65% of surveyed technology advisors believe AI will drive more of their business and revenue over the next 1-2 years.

However, only one-third (34%) of tech advisors said they are using AI to attract prospects, and only one-quarter (25%) are selling AI-powered solutions.

Tech Advisor Opportunities continued →

Expert Insight

Advisors who aren’t discussing AI opportunities when meeting with potential or current clients risk getting left behind. You can be instrumental in helping organizations address key adoption concerns by connecting your clients with the right providers who have already established proven AI-enabled offerings in high demand practice areas like customer experience and cybersecurity.

New to selling AI? Boost your
knowledge with these resources!

Visit Resources Page

Tech Advisor Opportunities continued →

Opportunity #4:

Become a

Hero for Today’s Procurement Woes

The IT procurement process is only becoming more complex and time-intensive as decision-makers juggle supplier identification and management, navigating vendor contracts, and keeping pace with rapid advancements all while managing budget constraints and talent shortages.

Technology advisors can continue to differentiate their business by helping IT leaders streamline decision-making processes and providing objective assessments of technology solutions.

51%

of IT leaders are struggling with more prolonged and intricate procurement

40%

find supplier identification more difficult in emerging areas like AI

Tech Advisor Opportunities continued →

Opportunity #5:

Lean into New Technologies to Supplement Your Core Go-to-Market

Despite the growing interest in AI, cybersecurity, UCaaS, and traditional networking are established revenue categories for technology advisors. These practice areas were the largest revenue drivers last year and this year. They also had the greatest percentage share in annual revenue both years.

Tech Advisor Opportunities continued →

Technology advisor respondents indicated that they plan to expand their portfolios in cybersecurity, mobility, and advanced networking over the next two years. This expansion is driven by their expectation that customers will prioritize replacing legacy technology, increasing productivity, and reducing costs. Note these perceived customer challenges mirror some of the key buying drivers indicated in the IT decision-maker survey.