When it comes to choose and buy technology to enable business outcomes, far too many companies still use the same approach of consulting analyst reports, building and issuing RFx, going through long selection and purchasing cycles.

This approach is broken. It is a waste of people’s time and effort, as well as businesses’ money. And, more often than not, it doesn’t provide the desired outcome: the smooth implementation and adoption of a technology that is fit for purpose.

It worked well when technology pricing and licensing models were expensive, required a huge investment in infra-structure, and demanded implementation cycles of many months (sometimes even years). That is history!

Today’s technology platforms pricing and subscription model derisks decisions. Businesses can select a technology; subscribe to it for a very small amount of money and period of time; implement it in a matter of weeks; and prove or disprove its value and adoption.

G2 was created to help change the paradigm, and move the technology selection process to the 21st century – by allowing “real” people to review the technology platforms, rather than just leaving that to a select group of “biased” analysts.

I have said it more than once. What works for consumers must work for companies as well. Purchasing business technology should be as easy and effortless for company’s decision makers, as buying consumer products or services is for all of us.

That is also why G2 came to play a crucial role. It provides “unfiltered reviews” from people who actually use the technology solutions or platforms. More than that, G2 made it simple, clear and easy to navigate and understand, leaving behind jargon.

Furthermore, it innovated! And this post is also to praise them for the creation of the category that looks into Experience Management Software products – where we see Qualtrics (miles away from competition) and Medallia in the Leaders quadrant.