Between 2017 and 2019, the tech buying committee grew from a total 16 individuals across both the tech and line of business functions to 21 individuals. The people in these groups have very different filters on what is important to them, requiring marketers to find ways to appeal to all of their unique requirements. In addition to acclimating to the needs of these buying committees, 30-40% of IT spending in large enterprises is from line of business buyers that purchase tools, applications and platforms, without the approval and knowledge of the IT department – often called “shadow IT”. Understanding how to communicate with these different stakeholders can make the difference between winning the committee vote to move forward and losing deals because some stakeholders didn’t understand why your solution was valuable to them.