Telarus Tech Trends Report Shows Shift in IT Buyer Priorities

SANDY, Utah – Telarus, a leading global technology services distributor, has released its fourth annual 2026-27 Telarus Tech Trends Report, which highlights significant shifts in IT buyer priorities and the growing importance of multi-solution ecosystems. The report, developed in collaboration with Redpoint Insights, provides insights from over 500 mid-market and enterprise IT decision-makers and more than 450 technology advisors.

According to the findings, a majority of organizations plan to increase their IT budgets in the current fiscal year, up from 77% last year, with 84% of respondents anticipating a rise. However, buyer priorities have shifted dramatically. While cost-cutting was a primary focus for 11% of respondents last year, this year, 21% of IT decision-makers are prioritizing business outcomes such as innovation and new technology adoption, and 20% are focusing on tech stack simplification and consolidation.

"This year's Tech Trends data highlights a clear shift from cost-cutting to a more strategic approach," said R "Ray" Wang, Founder and Principal Analyst at Constellation Research. "The opportunity for technology advisors is significant, but it requires a new approach. Advisors who help customers prioritize and execute the right projects will be indispensable."

The report identifies the "Great Ecosystem Sale," where buyers are increasingly investing across multiple technology categories. Specifically, 42% are focusing on cloud and infrastructure, 38% on AI and automation, 34% on cybersecurity, and 34% on customer experience. This shift is reflected in advisors' revenue growth, with those reporting more than a 20% increase in revenue twice as likely to attribute it to multi-solution deals.

A critical finding in the report is the "Execution Gap," which reveals a disconnect between advisors' perceived value and buyers' actual priorities. While 54% of advisors believe their primary value is delivering cost savings, only 26% of buyers agree. Instead, buyers prioritize execution capabilities, including project management and implementation support (48%), rigorous vendor vetting (48%), and integration planning (43%).

Additionally, the report notes a decline in vendor loyalty, with 84% of buyers open to switching vendors at renewal. This is driven by rising renewal costs (87%) and purchase regret, with 29% of buyers expressing regret over a major technology purchase made in the last 24 months due to unmet expectations or vendor overpromising. Despite this, only 14% of advisors offer formal renewal strategies, creating a significant opportunity for those willing to audit client tech stacks and expand their revenue.

Telarus has introduced proprietary AI Maturity Models to assist advisors in evaluating client readiness and accelerating their growth. These models include the IT Buyer AI Maturity Model, which categorizes organizations into Starters (22%), Builders (50%), and Leaders (28%), and the Advisor AI Maturity Model, which benchmarks advisors across Traditionalists (35%), Transitioners (47%), and Pacesetters (18%).

"IT buyers are looking for integrated solutions that deliver measurable business outcomes," said Jen Dimas, Chief Marketing & Experience Officer at Telarus. "This year's Telarus Tech Trends Report provides technology advisors with the buyer intelligence and practical playbooks to navigate these changes and capitalize on multi-solution opportunities."

The report is available at telarus.com/techtrends.