Why software makers need to be able to sell to a CIO and a low-level developer

Developers have more influence over decision-making than ever before when it comes to choosing what software they’ll use at work. That means companies that sell software need to appeal to the little guy, not just the executive controlling the developers’ budget.

Much of this is due to the cloud, which has lowered the cost of entry for trying new solutions, Lew Cirne, founder and CEO of New Relic said on Thursday at our Structure 2013 conference. “It lets the end-user adopt technology and spur its implementation internally” when trying something new, he said. And they “don’t have to worry about what their boss’ boss’ boss thinks.”

What that means is that developers don’t have to choose the same legacy software or service that his or her company has always gone with — he or she can experiment with the cheapest offering, or what’s easily available, said Stephen O’Grady, an analyst with Redmonk.

“Even if you have a technically superior product like Oracle(s ORCL) Database,” he said, “developers more frequently will choose what’s convenient, what they don’t have to jump though a lot of hoops to get.”

So if you want to sell to businesses, keep this in mind, said O’Grady. “The¬†winners will know how to sell to CIOs and developers.”

Check out the rest of our Structure 2013 coverage here, and a video embed of the session follows below:

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A transcription of the video follows on the next page