In its recent report, Tech Go-to-Market: How to Win With DevOps Buyers, Gartner Research looks at the buying process of DevOps-centered organizations. And Gartner makes an important point. For technology providers to sell to organizations with a DevOps culture, traditional sales approaches don’t fly. In fact, developers and operations teams—whose synergy we collectively call DevOps—eschew traditional marketing and sales pitches. They are so technically discerning that they sniff out marketing lingo from a real product offering. The real danger is they can shun a product forever when it comes from marketing or sales channels. So what’s the best way to win over DevOps teams?
Technology providers familiar with selling to traditional I&O (infrastructure and operations) teams find themselves on unfamiliar ground in a DevOps driven culture. A big change Gartner notes is that workloads increasingly migrate from the traditional datacenter to public or multi-cloud infrastructure like AWS, Azure, Google Cloud, vSphere.
Gartner found that migrating workloads to the public cloud shifts decision-making power away from the traditional IT buyers to DevOps and agile practitioners. These personas include developers, DevOps managers, release managers, build/automation managers, and architects who influence buying decisions bottom-up. Moreover, DevOps philosophies and practices vary so much from one organization...