Our traditional approach has been top-down targeting senior executives and budget owners. This approach has limited success in technology-driven categories like IaaS and PaaS where the value is more evident to developers, architects, and product owners.
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IaaS and PaaS teams have lost the hearts and minds of Developers and are now going into BU over IT stepping over other's teams toes in doing so.
Back when DBAs were a thing, they were certainly influential in selecting and retaining Oracle. It's too bad they got relegated to autonomy.