If you’re a tech vendor, you probably think you have a good idea of how large enterprises buy new technology. But this is changing in a big way. As enterprise businesses look to throw off the shackles of stalling digital transformation, senior analyst relations consultant at Hard Numbers, Elena Georgieva, explores the rise of ‘fusion teams’ and what this means for marketing teams tasked with engaging B2B buyers.
Despite the rapid pace of digital transformation, many organisations are still under great pressure to deliver it on time and budget.
Needless to say, this new environment requires a change in the traditional hierarchical structure of the decision-making, giving way to more agile and collaborative approaches.
Enter fusion teams. A concept championed by the analyst firm Gartner, emphasising the integration of diverse talent, skills, and perspectives to drive innovation and tackle complex challenges head-on.
So, what exactly are fusion teams?
These are multidisciplinary teams organised to digitalise business capabilities by providing technology solutions to deliver organisational and customer outcomes.
The rise of “fusion teams” clearly indicates that the boundaries between IT and the rest of the business are blurring very quickly, with research showing that 84% of organisations already have “fusion teams”.
Research by the analyst firm also shows that projects which are distributed, run at the same time and involve employees from a wider range of teams within the organisation progress 2.5 times faster than centralised schemes.
What does the rise of fusion teams mean for marketing and sales?
These teams are deliberately assembled to bring together a diverse range of perspectives, skills, and knowledge domains. By breaking down silos and fostering collaboration across departments, fusion teams can generate fresh ideas, identify innovative solutions, and execute projects with agility and efficiency.
Unlike other parts of the enterprise, fusion teams are multidisciplinary and not organised by their responsibilities within a specific business function.
This means that marketers now have to diversify their efforts and plan very different campaigns specifically targeting people such as developers, IT teams, and business function leads. The one-size-fits-all approach is no longer valid if you want to speak the language of the internal teams who have a say in technology buying decisions.
Having a new shiny technology is no longer enough for companies to sell their products. They need to show the value they bring to customers and how they can help deliver tangible outcomes.
Fusion teams represent a paradigm shift in how enterprises buy technologies today and how they approach collaboration and innovation. By embracing diversity, fostering interdisciplinary collaboration, and promoting agility, these teams can unlock new opportunities and drive sustainable growth.
For more insights into how B2B buyers identify and invest in technology vendors, sign up to our *free* webinar on analyst relations, where we’ll explore how to engage analyst houses to influence target buyer audiences. You can also contact our analyst relations team on analystrelations@hardnumbers.co.uk for a free consultation.
