FUTURE TECHNOLOGY compatibility with existing infrastructure and that it can be easily integrated .
• Prepare to be part of a marketplace to serve target customers , by evaluating the suitability of existing marketplace or by launching your own marketplace .
# 2 Federated enterprise technology buying
When more authorised decision makers and influencers come from outside IT , the focus of purchase decisions shifts to value scenarios and outcomes , rather than simply technology . The federated buying model is still immature in many companies , but a 2022 Gartner survey showed that 67 % of enterprise-technology decision makers are not in IT .
To create opportunities tied to this emerging trend :
• Pivot go-to-market strategies from technology-based toward customeroriented value scenarios . Demonstrate the customers ’ targeted business
By 2027 , a majority of B2C enterprise CMOs will have a dedicated budget for digital humans in metaverse experiences .
outcomes in the context of each of the influencers or buyers in the process .
• Leverage ideal customer profiles , ICPs to improve your situational awareness of the customer ’ s buying approach and maximise the probability of success and high-quality deals .
• Build a stronger vendor-client relationship by guiding less experienced buyers on effective decision-making practices and helping companies build maturity in the federated buying environment .
# 3 Metaverse technology in marketing
Metaverse technologies are rapidly gaining traction in areas of marketing for creating unique experiences , impactful interactions , and novel engagement . Technology product leaders must seize the opportunities now available , to create unique experiences and elevate their marketing and CX initiatives .
By 2027 , a majority of B2C enterprise CMOs will have a dedicated budget for digital humans in metaverse experiences .
Given the nascent state of metaverse technologies , product leaders must first determine when and how to act :
• Evaluate the viability of metaverse technologies , such as large-scale , multiplayer , multi-entity virtual spaces , virtual reality , VR and avatars , in terms of user and customer reach , and engagement rates of audiences . Look
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