How should solution providers approach mid-size enterprises’ IT directors and “Shadow IT?”

In order to reach the right decision makers, realize that they’re very busy people, realize that they can’t go and talk to every vendor in every domain. So do your homework. Make sure you understand what’s happening in that company. Are they growing fast? Are they acquiring? Are they divesting? Are they creating new products? Are they entering new markets? Are they expanding overseas? Understand what’s going on. … Show them that you’ve made an effort, show them that you’ve done your homework, understand what keeps them awake at night before you ask that question, and lead the discussion. … Eventually, you will resonate with them. And you have to resonate with them in order to get their attention.