Are You Throwing Money at HR Tech Without Building the Team to Use It?

"New tools alone don't drive performance," a deputy chair and managing principal from KPMG US said.

What Happened

KPMG's 2026 Adaptability Index reveals that organizational leaders are allocating disproportionate resources to technology acquisitions while underinvesting in the talent development necessary to maximize those tools. The research shows a widening gap between technology spending and performance outcomes across industries.

Why This Matters for HR Tech Marketers

Your prospects are experiencing buyer's remorse from technology investments that haven't delivered expected ROI. HR leaders are becoming more skeptical of technology-first pitches, but they're prioritizing partners who can demonstrate clear implementation pathways and ongoing support. Companies that position their solutions as talent enablement platforms rather than pure technology plays will see higher conversion rates and shorter sales cycles.

The Starr Conspiracy's Take

B2B buyers are evaluating HR technology differently now. Instead of leading with features and functionality, your messaging should emphasize outcomes and adoption support. Consider how your sales enablement materials address the "people side" of implementation. The most successful HR Tech companies we work with are pivoting their demand generation strategies to focus on change management and user adoption rather than technical specifications. Your competitive advantage lies not in having the most advanced features, but in proving you can help organizations actually use what they buy.

What to Watch Next

Expect HR technology RFPs to include more detailed questions about training programs, change management support, and user adoption metrics. Companies that can demonstrate measurable adoption rates from existing clients will gain significant competitive advantages in the coming quarters.

Related Questions

How should HR Tech companies adjust their sales messaging?

Focus on implementation success stories and user adoption metrics rather than feature comparisons. Buyers want proof that your solution will actually be used, not just purchased.

What metrics matter most to skeptical HR technology buyers?

Time-to-value, user adoption rates, and measurable business outcomes trump technical specifications. Consider developing ROI calculators that factor in implementation costs.

How can marketing teams address implementation concerns proactively?

Create content that showcases your change management methodology and training resources. Case studies should emphasize the journey from purchase to full adoption, not just initial deployment.