At times, even when your tech product solves a clear problem, it doesn’t quite land with traditional enterprises. The challenge is rarely about the technology itself.

What really matters is how well your solution fits into their existing workflows, decision-making structures, and long-established processes.

In the recent GTMDialogues webinar on ‘How Traditional Enterprises Adopt Tech: A Buyer’s POV’,  Sachin Phartiyal, CEO and Executive Director of Torrent Electricals, joined SaaS founders and shared an insider’s perspective on how legacy enterprises in India are embracing technology in 2025.

This candid conversation revealed the realities of tech adoption from complex procurement committees to the importance of trust, integration, and alignment with business goals.

Here’s what you will discover in this article:

• Why the traditional tech buying patterns are evolving and what new challenges enterprises face.
• How decision-making happens behind the scenes in large and mid-size enterprises.
• The core technology platforms enterprises rely on today and key gaps they aim to solve.
• Practical lessons from founders who navigated these complexities successfully.
• How to tailor your approach to resonate with enterprise buyers beyond just product demos.

If you want to build meaningful partnerships with traditional businesses, this article will help you with the insights and strategies to make your technology truly relevant.

Why Legacy Enterprise Tech Adoption Needs a New Approach in 2025

Technology adoption in traditional enterprises, especially in India’s essential industries, is accelerating rapidly. The old ways of buying and implementing tech no longer keep up with modern business demands.

Here’s why a new approach is necessary:

• Legacy procurement processes are breaking down under increasing complexity and scale.
• Enterprises are shifting from informal, relationship-driven sourcing to structured, data-driven decision-making.
• Business needs today demand solutions that solve real problems efficiently and integrate seamlessly.
• Vendors must move beyond feature pitches to demonstrate measurable impact and alignment with enterprise goals.

Traditional tech sales relied heavily on long cycles and personal networks. Now, transparency, speed, and collaboration have become priorities.

As companies invest in digital transformation, founders and vendors need to understand these evolving dynamics to win trust and contracts. 

How India’s Electrical and Infrastructure Industry is Growing and Changing

India’s electrical and infrastructure sectors are undergoing rapid transformation, driven by multiple forces. 

This evolution reflects a larger push to modernize critical infrastructure that supports the country’s growing economy and energy needs.

At the same time, sustainability and renewable energy goals are reshaping how infrastructure projects are planned and executed. 

As a result, this sector is becoming a major growth engine for manufacturers, service providers, and technology vendors alike.

Key trends shaping this evolution include:

• Strong government initiatives promoting renewable energy and sustainable infrastructure.
• Increasing development beyond major metro areas into tier-2 and tier-3 cities.
• Rising urbanization is fueling demand for modern electrical solutions.
• Growth in manufacturing capacity to support expanding infrastructure projects.

For tech vendors and startups, this means new opportunities but also the need to tailor solutions to diverse market dynamics and evolving buyer expectations.

How Enterprises Decide on Tech Purchases

Buying technology in traditional enterprises involves multiple stakeholders and a complex decision-making process.

Here’s how it typically works:

• Decisions often involve IT leaders, CFOs, procurement committees, and sometimes promoter family members.
• Each group focuses on different factors such as technical fit, financial implications, and strategic alignment.
• The process emphasizes transparency and objective evaluation through scoring criteria like cost, scalability, and integration capabilities.
• Timelines vary depending on the project size—smaller purchases may take weeks, while large investments can span several months or more.
• Empathy and understanding the enterprise’s business context often matter more than just product features or brand reputation.

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For vendors and founders, appreciating this complexity is key to navigating the sales cycle successfully and building lasting partnerships.

The Core Tech Stack in a Modern Enterprise

Modern enterprises use multiple interconnected systems to run their operations smoothly.

These platforms share data in real time, enabling automation across procurement, production, sales, and customer service.

This integration supports efficiency, better decision-making, and digital transformation efforts. Vendors who understand this ecosystem can offer solutions that fit seamlessly and deliver real value.

Key components of the tech stack typically include:

1. ERP (Enterprise Resource Planning)

This is the backbone system that integrates core business functions like finance, procurement, inventory management, supply chain, and manufacturing operations. 

It ensures a smooth flow of data across departments and supports real-time decision-making.

2. CRM (Customer Relationship Management)

These tools help enterprises manage interactions with customers, prospects, and partners. 

CRM platforms track sales pipelines, marketing campaigns, and customer service activities, enabling personalized engagement and improved relationship management.

3. Sales Automation

Platforms in this category automate repetitive sales tasks such as follow-ups, lead tracking, and reporting.

They boost sales team productivity by streamlining workflows and enabling better pipeline visibility.

4. Inquiry-to-Quote Modules

These solutions digitize and automate the pricing and quotation process, replacing manual spreadsheets and paperwork.

They help reduce response times to customer inquiries, improve pricing accuracy, and speed up sales cycles.

5. Compliance and Audit Platforms

Enterprises use these systems to monitor regulatory compliance, internal audits, and risk management activities. 

They facilitate tracking of corrective actions, ensure standards adherence, and support governance frameworks.

Recent implementations often focus on integrating these systems for seamless data flow and better decision-making.

For tech vendors, understanding these platforms and offering smooth integration capabilities is critical for winning enterprise clients.

The Enterprise Procurement Journey: What Vendors & Founders Need to Know

Here’s a detailed look at the typical procurement process:

1. Problem Identification

The journey begins when a business unit or leadership identifies a specific operational challenge or opportunity that requires a technological solution. This could be addressing inefficiencies, compliance gaps, or scaling customer engagement.

2. Committee Review

Rather than a single decision-maker, procurement decisions usually involve a cross-functional committee. 

Members from IT, finance, procurement, and business departments collaborate to define the project scope, evaluate potential impact, and agree on budget availability. This ensures buy-in from various stakeholders.

3. Vendor Evaluation

Vendors are asked to submit detailed proposals or conduct product demonstrations. 

Evaluation goes beyond price; enterprises assess product quality, scalability, ease of integration with existing systems, vendor reputation, and post-sale support commitments.

4. Pilot Phase

To mitigate risk, enterprises often require a limited pilot or proof of concept. This phase tests how well the solution performs in real-world conditions, gathers user feedback, and measures business impact before full investment.

5. Decision and Approval

Post-pilot, the procurement committee consolidates findings and presents recommendations to senior leadership or the board for final approval. Larger investments typically require higher-level sign-offs and may involve multiple rounds of negotiation.

6. Roll-out and Adoption

Once approved, the solution is rolled out enterprise-wide. This phase requires coordinated implementation planning, training, and ongoing support to ensure user adoption and sustained value realization.

Key factors enterprises prioritize include

• Transparency and fairness throughout the buying process.
• Scalability of the solution to support future growth or changes.
• Strong vendor partnership with responsive support and continuous improvement.

Procurement timelines can vary widely, from a few weeks for simple purchases to several months for complex projects.

For vendors and founders, patience, preparation, and alignment with enterprise goals are essential throughout this journey.

What SaaS Startups and Tech Vendors Can Do to Succeed

Succeeding in selling technology to traditional enterprises requires more than a great product. Founders and vendors need to align closely with the unique expectations and challenges of these organizations.

Major opportunities exist across several domains:

i) Digital Sales and Marketing

Enterprises are embracing digital tools to reach customers faster and personalize engagement, creating space for SaaS solutions that optimize sales workflows and CRM capabilities.

ii) Compliance and Audit Automation

Regulatory requirements and internal audits remain critical pressure points. Vendors offering solutions that simplify compliance tracking and audit management gain significant interest.

iii) Logistics and Supply Chain Digitization

As enterprises expand distribution and inventory networks, technologies that enable real-time tracking, demand planning, and warehouse automation are increasingly valuable.

iv) Content and Product Information Management

Managing technical product content and distributing it effectively across sales, marketing, and customer channels is a key pain point for many traditional businesses.

v) Smart Manufacturing and Industry 4.0

Automation, predictive maintenance, and data-driven quality controls are transforming manufacturing plants. Vendors with AI, IoT, and robotics solutions can unlock operational efficiencies.

To truly succeed:

1. Focus on understanding the core problems enterprises face rather than just emphasizing product features.
2. Build empathetic, consultative relationships based on listening and addressing specific needs.
3. Demonstrate how your solution integrates seamlessly with existing systems and workflows.
4. Be patient and prepared for longer sales cycles involving multiple stakeholders.

Founders who approach traditional enterprises with this mindset significantly increase their chances of fruitful partnerships and long-term growth.

Practical Playbook for Vendors Targeting Enterprise Clients

Selling technology to traditional enterprises requires a strategic and empathetic approach. Here’s a five-step playbook to help vendors and founders succeed:

i) Research and Understand the Core Business Context

1. Study the enterprise’s industry, challenges, and growth plans.
2. Identify pain points that your solution can address meaningfully.

ii) Map Your Solution to Concrete Problems

1. Translate product features into business outcomes the enterprise values.
2. Use real-world examples and case studies to illustrate impact.

iii) Prepare to Show Empathy Throughout the Sales Process

1. Listen actively to stakeholders’ concerns.
2. Build trust by acknowledging their constraints and priorities.

iv) Be Ready for Structured, Transparent Procurement

1. Understand the approval workflows and decision committees.
2. Provide all necessary documentation and be flexible in negotiations.

v) Stay Focused on Post-Sale Value and Relationship

1. Offer training and support to ensure smooth adoption.
2. Maintain regular communication to address evolving needs and upsell opportunities.

Following these steps helps you build credibility, align your solution with enterprise goals, and navigate complex buying journeys effectively.

The Next Decade of Tech Adoption in India

India’s mid-market enterprises are rapidly becoming a major driver of technological growth and innovation. These companies are poised to lead digital transformation across industries, creating vast opportunities for tech vendors and startups.

Success in this evolving landscape will belong to those who:

• Combine empathy with deep understanding of business realities to address true enterprise pain points.
• Are prepared for structured, process-driven sales cycles that demand transparency and collaboration.
• Focus beyond product features to build trust, showing how their technology delivers measurable business impact.
• Invest in long-term relationships rather than one-time transactions, consistently supporting adoption and growth.

Founders and vendors who embrace these principles will be better positioned to unlock lasting partnerships.

They become pivotal contributors to the future of digital transformation, helping traditional Indian businesses innovate, scale, and thrive in a competitive global market.

Frequently Asked Questions

1. How long do enterprise tech decisions take?

Enterprise procurement timelines vary. Small projects might close within a few weeks, but complex solutions typically require several months due to multiple stakeholders and approval layers.

2. What matters more - company size or problem-solving?

Enterprises prioritize solutions that address clear business problems effectively. Size matters less than how well your technology fits their needs and integrates with existing systems.

3. What is the best way to approach integration?

Understand the client’s current tech stack thoroughly. Offer seamless, well-documented integration options and demonstrate minimal disruption to existing workflows.

4. How to address price and ROI in a traditional company?

Focus on explaining the return on investment through cost savings, efficiency gains, and risk reduction. Be transparent about pricing and flexible with payment terms where possible.

5. Are mid-market enterprises a good target?

Yes. Mid-market enterprises are often more agile in technology adoption and present significant growth opportunities for startups with the right solutions and approach.