Section 3:

Opportunities and Challenges for Advisors in Today's Market

The desire for tech advisory continues to rise among mid-market: 96% of respondents indicated they are interested in their help (vs 92% in 2024). And nearly one third of enterprise buyers agree. As AI becomes more central to IT decision-making, the role of the advisor is evolving. Buyers aren’t just looking for access to technology; they’re seeking strategic advisors who can guide them through AI adoption, implementation, and impact. But while demand is rising, many advisors are still catching up.

96% of Mid-Market Buyers Say They Are Open to Meeting New Technology Advisors

Trend #1:

Buyers Want Advisors with Deep Expertise

As technology decisions become more complex, buyers are prioritizing specialized expertise over supplier access. They’re looking for advisors who can offer strategic insight in high-stakes areas like AI, cybersecurity, and cloud—not just a menu of vendor options.

75% of Mid-Market Buyers vs 11% of Large Enterprises Partner with an Advisor on 26% or More of IT Purchases

Mid-market buyers also tend to rely more heavily on advisor-led purchasing: 75% report that at least 26% of their tech buying is done through advisors and they are generally more open to meeting new technology advisors.

This openness reflects continued momentum from 2024, as AI adoption accelerates and mid-market organizations seek trusted partners to help navigate new risks, opportunities, and vendor choices. As tech complexity grows, many buyers are not just receptive—they're actively looking for advisors who can bring clarity and strategic direction.

Large enterprise buyers are more selective. 73% say 25% or less of their buying is done through advisors, and 17% say they don’t use advisors at all. Still, when large enterprise buyers do seek new partners, they prioritize depth of knowledge in specific technologies over general support.

Just like last year, the top reason buyers across segments want to meet a new advisor is focused expertise—not broad access or basic guidance. This reinforces a shift toward value-led selling, where trust is earned by advisors who can navigate complexity and help buyers make confident, well-informed decisions.

Advisors Win with Demonstrated Technology Expertise and Client Business Knowledge

Trend #2:

Many Advisors Aren’t Ready for AI

AI remains the top driver of IT investment, and 71% of advisors believe it will generate more revenue in the next 1–2 years—up from 65% in 2024. Yet most still don’t feel prepared to meet that demand. Only 13% of advisors say they feel “very prepared” to sell AI-powered solutions.

Nearly Half of Advisors Don't Feel Prepared to Sell AI

The gap between opportunity and readiness is clear. One in three advisors (32%) aren’t discussing AI with clients at all—missing simple, high-impact entry points like readiness assessments, solution pilots, or educational content.

One in Three Advisors (32%) Aren’t Discussing AI with Clients at All

This disconnect limits both client progress and advisor growth. As buyers increasingly seek advisors who can connect AI to business outcomes, those who hesitate risk falling behind more proactive competitors.

Advisors who step up to guide clients through data readiness, governance, and implementation strategy will be positioned to lead. Staying relevant in an AI-driven market means getting comfortable with consultative sales, sharpening AI fluency, and getting comfortable positioning AI as a business enabler, not just a buzzword.

Looking to boost your AI expertise? Visit Resources

Trend #3:

Internal AI Use Builds External Confidence

Advisors who are using AI within their own operations are better positioned to lead client conversations with credibility and confidence. Whether deploying AI for internal workflows or marketing, or running solution pilots, these advisors are more likely to understand real-world challenges—and demonstrate what's possible.

Almost 1/3 of Advisors Say They Aren’t Currently Using AI

Advisors who actively use AI within their own businesses—whether for operations, marketing, or pilot programs—report significantly greater confidence in selling AI solutions. In fact, those who use AI for internal operations (21%), embed AI into customer offerings (29%), or are running AI pilots (24%) are far more likely to feel very prepared to sell AI. This suggests that hands-on experience not only builds credibility but also translates into stronger client conversations and more consultative selling.

Internal AI Use Strongly Correlates With Advisor Confidence in Selling AI

Seeing Is Believing: AI Users Expect Bigger Business Gains

Advisors using AI internally are also more optimistic. These partners are more likely to believe AI will deliver near-term business results, reinforcing the value of hands-on experience in building both confidence and conviction. For advisors looking to lead, getting internal experience with AI is one of the most effective ways to build external credibility.

High-Revenue Firms Are Leading with AI

Advisor firms with the highest revenue are also the most active in AI adoption, whether for internal operations, pilot programs, or customer-facing solutions. Larger firms (those with 15+ employees) are also significantly more likely to run AI pilots (40% vs. 19% overall) and use AI to streamline internal workflows (60%). But the opportunity isn’t limited to scale—even smaller firms and sole proprietors can tap into AI to boost efficiency, test new service models, and stay competitive.

57% percent of firms earning $1M–$5M in revenue and 54% of those over $5M are already using AI in some capacity

These high-revenue firms are not just deploying technology; they’re taking a consultative approach. They’re more likely to report customers onboarding AI for automation (84%), efficiency (64%), customer experience (60%), and innovation (40%), showing a strong alignment between solution design and business outcomes.

They’re also offering services like AI readiness assessments, strategic planning, and tailored implementation, stepping beyond resale to become trusted advisors in digital transformation. For advisors looking to grow, following this lead means embedding AI into your value proposition and helping clients move from exploration to execution.