Federated enterprise tech buying refers to a model where more decision makers and influencers come from outside the IT department. This shift emphasizes value scenarios and outcomes rather than just the technology itself. A 2022 Gartner survey indicated that 67% of enterprise-tech decision makers are not in IT, prompting IT companies to pivot their go-to-market strategies to focus on customer-oriented value.

Product-led growth (PLG) strategies prioritize the product experience, allowing prospects to engage with the product before any sales interaction. By 2025, it's expected that 90% of SaaS companies will adopt PLG as a standard practice. This approach can lead to faster growth at a lower cost compared to traditional marketing methods, as over 50% of free trials or freemium offerings have resulted in purchases.

Digital marketplaces are becoming increasingly important as buyers, often from non-tech backgrounds, seek easily consumable solutions. By 2026, it's anticipated that all major cloud platform and enterprise application providers will offer business component marketplaces. Companies need to adjust their go-to-market strategies to ensure their solutions are compatible and easily integrated into existing infrastructures.