How can solution providers help the mid-market IT leader in his or her mission?

NOBLE: The mid-market IT leader can’t possibly be aware of all of the solutions space. They simply don’t have the bandwidth to do that. … Their job is to primarily keep the lights on, to liaise with the business leaders ... and to understand the business imperatives. So, please don’t expect these people to be aware of all of the service offerings, especially in a fast-moving procession (such as technology) because what you knew two years ago is no longer cool.

Therefore, the role of the sell side … is to understand the business imperatives, and when I observe sell-side companies in action, they’re always pitching their product, and I walk around the booths at a conference and I see dozens of them with niche product solutions. That’s not the deal-making process. … You have to engage the prospective buying company in a conversation, and that conversation needs to start (by asking): “What are your key issues and your key aspirations in this business?” And then the vendor should not try to be all things to all people.