Selling Technology? There Are More Decision Makers Now Than Ever Before

Recent conversations between the MDR research team and several district-level technology directors underscored the ever-changing nature of technology purchases at the district level. As might be expected, technology directors are also “achievement” focused and are looking to make certain that instructional software, reference databases, and other “content” will have a measurable impact on achievement. Curriculum leaders, subject area specialists, principals and other instructional leaders appear to have even greater influence in technology purchases. Hardware purchases are greatly influenced by “TCO” --total cost of ownership--and more and more school business officials are involved in the RFP and proposal award process.

The bottom line? Technology marketers are reaching out (by mail, e-mail, telesales, and direct channels) to more district-level administrators and building leaders to introduce and market their solutions. At a recent conference, we heard one technology director state during a presentation that his goal was to “…become more transparent” so that his rather sizable department would focus its energies on meeting the technology needs of instructional, administrative, and other departments.

As you build your sales and marketing plans for the upcoming spring buying season, consider the changing landscape of technology purchases and build your prospecting strategies accordingly.