Fourth annual research report highlights the rise of multi-solution ecosystem selling, low vendor loyalty, and an urgent buyer shift from cost-cutting to complex AI and project execution.
SANDY, Utah, Sept. 1, 2026 /PRNewswire-PRWeb/ -- Telarus, a leading global technology services distributor, today released findings of its fourth annual 2026–27 Telarus Tech Trends Report. Developed with independent research firm Redpoint Insights, the report draws on responses from more than 500 mid-market and enterprise IT decision-makers and more than 450 technology advisors.
The research reveals a fundamental transformation in technology procurement: while 84% of organizations plan to increase IT budgets this year (up from 77% last year), executive buyer priorities have pivoted sharply away from cost-cutting (11%) toward business outcomes like innovation and new technology adoption (21%) and tech stack simplification and consolidation (20%).
To help technology advisors navigate this shift and capitalize on multi-solution sales opportunities, Telarus has launched the report as an interactive, actionable microsite equipped with 3-step action plans, supplemental resources, and proprietary AI Maturity Models.
"With 84% of organizations expecting technology budget increases this year, the opportunity is real, but so is the complexity," said R "Ray" Wang, Founder and Principal Analyst at Constellation Research. "AI lets teams build faster than they can govern. Winning now is less about what's possible and more about what you choose not to do. Advisors who help customers prioritize, say no to the wrong projects, and execute the right ones will be indispensable strategic partners — and that signal is unmistakable in this year's Tech Trends data."
Key Research Findings:
The Great Ecosystem Sale (Multi-Solution Dominance): IT buying priorities are converging. Rather than purchasing technologies in isolated silos, buyers are investing across Cloud & Infrastructure (42%), AI & Automation (38%), Cybersecurity (34%), and Customer Experience (34%) as part of a single, unified modernization strategy. Advisors who grew revenue by more than 20% over the past year were twice as likely to report that multi-solution deals generated over half of their annual revenue.
The Execution Gap (Value Perception Disconnect): A major gap exists between what advisors think their customers most value them for and what buyers actually value most. While 54% of advisors believe their primary value is delivering cost savings, only 26% of buyers agree. Instead, buyers overwhelmingly prioritize execution capabilities—specifically project management and implementation support (48%), rigorous vendor vetting (48%), and integration planning (43%).
Historical Lows in Vendor Loyalty Create Renewal Opportunities: Brand loyalty is eroding rapidly as buyers weigh value with changing business needs. 84% of buyers report being open to switching vendors at renewal, driven by rising renewal costs (87%) and purchase regret—29% of buyers regret a major technology purchase made in the last 24 months due to unmet expectations or vendor overpromising. Despite this volatility, only 14% of advisors currently offer formal renewal strategies, presenting an unserved opportunity for proactive advisors to audit client tech stacks and expand revenue.
Navigating the Age of AI: Proprietary AI Maturity Models
To help advisors evaluate client readiness and accelerate their own agency growth, the report introduces two practical frameworks:
1. IT Buyer AI Maturity Model: Categorizes client organizations into Starters (22%) just beginning their AI journey, Builders (50%) overcoming execution obstacles, and Leaders (28%) scaling governance and competitive advantage.
2. Advisor AI Maturity Model: Benchmarks technology advisors across three evolutionary stages—Traditionalists (35%), Transitioners (47%), and Pacesetters (18%)—providing playbooks for moving from point-solution sales to high-margin, ecosystem-level consultation.
"The market has shifted—IT buyers aren't looking for point products anymore. They want integrated solutions that deliver measurable business outcomes," said Jen Dimas, Chief Marketing & Experience Officer at Telarus. "This year's Telarus Tech Trends Report gives technology advisors the buyer intelligence and practical playbook to help them lead those broader conversations, strengthen their value with customers, and turn changing buyer expectations into larger, multi-solution opportunities."
Availability & Access
The 2026–27 Telarus Tech Trends Report is available here: telarus.com/techtrends
About Telarus
Telarus, a premier global technology services distributor, has devoted over two decades to driving technology advisor impact and growth through deep market insights and experience, a partnership focus, and a comprehensive set of services, solutions, and tools. With a focus on collaboration with advisors and suppliers, Telarus enables technology advisors to source, purchase, and implement the right technology for the greatest impact. To learn more, visit www.telarus.com.
Media Contact
Rachelle Lara, Telarus, 1 877-346-3232, [email protected], www.telarus.com
SOURCE Telarus
Share this article