The 2026 Buyer Has Changed. Are You Keeping Up?

Economic uncertainty. Escalating stakeholder scrutiny. Shifting budget priorities. Tech buyers are moving with precision and raising the bar for their vendors.

What worked in 2024 and 2025 won’t cut it in 2026.
This exclusive IDC analysis shows you what will.

In this report, you'll learn…

  • The 7 pivotal shifts reshaping tech buying, and what they mean for your GTM plans
  • Why Procurement and RevOps are becoming power players in every deal
  • How to align with buyers who demand quantified ROI in the consideration stage
  • What it takes to win in an era of AI integration, market skepticism, and data-driven scrutiny

Who Should Download:
  • CMOs, CROs, and Go-to-Market Leaders building 2026 pipeline and positioning
  • Market intelligence and strategy teams refining budget and product direction
  • Sales and RevOps teams needing buyer-aligned content and forecasts
  • AR leaders seeking to validate differentiation in a crowded market

Why IDC?
  • 400,000+ tech buyers surveyed annually
  • 11B+ data points, distilled into decision-grade signals
  • Named IIAR Analyst Firm of the Year – 5 years running

Get the Report Now
Complete the form to unlock IDC’s trusted tech intelligence—and shape your 2026 strategy around real buyer demand.

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