For IT Sales, Skip the CIO

Forecast for CIOs is cloudy with a chance of extinction.

Marketers have long focused on CIOs for technology related sales. However, as CIO responsibilities and roles change, marketers must carefully evaluate efforts spent selling to these professionals.

In a recent Customer Collective article, author Christopher Koch suggests that in the future, big IT service deals will bypass the CIO completely.

Koch admits that most IT deals already go through the business side for final approval and buy-in. However, he believes  that this trend will increase, as technologies like “cloud computing” move technology infrastructures outside of the company and “into the cloud.”

If Kochs’ predictions are correct, many Operational CIOs will disappear from the IT landscape. For marketers this means that:

  • Technology sales will become business service sales.
  • Idea marketing will become more important that technology comparisons.
  • Everything will become a service and the loyalty stage of marketing will become crucial.

Koch presents a wide array of ideas on the possible effects of SaaS and cloud computing in the full, thought-provoking article.


Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
You might also like ...
Your Guide to Outbound Automation: How Thena 10x Outbound Without BDRs

Does automating outbound sales efforts really work? It can and it does, as shown in this post by Thena. They use automated outbound to 10x their efforts. Here’s how they do it.

by Kyle Poyar
HR & Leadership
Sales Hiring Crystal Ball: How to Hire Sales Leaders Who Thrive

How do you find and hire a sales leader who can thrive in today’s rocky selling environment. Expert Amy Volas lays it out here.

by Amy Volas
Product-Led Growth
The 3 Part Framework for Designing Efficient B2B SaaS Organizations in 2024 and Beyond

B2B SaaS companies need to not only learn how to “do more with less” but also “do different with what we have.” This three-part framework can help.

by Mark Khavkin, Jonathan Tice