In one of my recent posts, I spoke of a shift in control within the IT purchasing relationship from vendor to buyer and that successful marketing involves acknowledging this and aligning your marketing efforts to support this shift. New research released this week from MarketingSherpa suggests that if you have not yet acknowledged this, you better start soon or risk falling far behind. Findings showed that 80% of decision-makers who made a technology purchase believe that they found the vendor as opposed to the other way around. This is an absolutely imperative statistic to understand when evaluating current and future ROI on marketing efforts. To learn more about how the internet is driving the technology purchasing dynamic and key tactics that marketers need to consider in order to align marketing efforts to the buying process, check out this great post from Modern B2B Marketing Blog.