Paul Gillin and I have been having lots of fun doing a weekly podcast called TechPRWarStories.com. This week. we talk about the IT buying process and mis-perceptions thereof. Paul’s been spending a lot of time with CIOs recently and has some observations to share about how they look at vendors. I actually spent some time working in large IT organizations. We both agree on a few things: CIOs look for trusted partnerships more than products; they rely on their peers and staff for advice on what to buy; and the best route to the CIO’s office is up from the lower levels in the organization. In other words: stop focusing your pitch solely on CIOs because that’s a lousy way to actually reach them!

You can download the podcast here. And subscribe to the feed here if you are interested.