I find that especially with technology, and enterprise tech in particular, what you’re selling or marketing is change. And change is extremely difficult as you assert. However change generally happens when someone you know and trust has already made that change and thus it seems less daunting or earth shattering. In my experience, finding the change agents inside an org is a necessity to be successful in building a business relationship. Then coaching those change agents on why the new technology is important, why it will help people do their jobs better and how they can be leaders of that change, will truly help develop a partnership between the technology company and the customers whom they serve.