More enterprise companies are turning to financing when acquiring new technology, according to a 2024 Gartner Report [2]. The landscape has shifted, and even the largest organizations are under pressure to preserve capital while simultaneously ramping up technology investments.
CFOs Face Conflicting Priorities
CFOs today are in a balancing act. On one hand, they are tasked with preserving cash to strengthen balance sheets and maintain financial flexibility. On the other hand, they must also fund innovation and keep pace with competitors.
- 81% of CFOs anticipate increasing technology investment [2]
- Prioritization of cost management is up 74% [2]
This creates a dilemma: how do you allocate significant funds to technology without straining liquidity? For many, the answer is financing.
The Shift Away from Cash Purchases
Historically, many enterprises defaulted to paying cash for large technology acquisitions. That assumption is no longer safe. Even long-time cash buyers are reconsidering their approach, opting for financing solutions that allow them to preserve working capital for other strategic initiatives.
In fact, 79% of U.S. companies already finance at least some of their equipment purchases, according to the Equipment Leasing and Finance Association [1]. This trend shows that financing is no longer an exception — it’s the norm.
Why Partners Must Lead with Financing
For resellers, manufacturers, and VARs, the takeaway is clear: do not assume enterprise customers will continue to pay cash. By leading with financing options, you demonstrate awareness of their pressures and position yourself as a strategic partner who can solve problems, not just sell products.
Final Thought: Make Financing a Default
Financing is not just for small or mid-market customers. With the right partner, it can unlock major enterprise deals and build long-term customer loyalty. The next time you engage with an enterprise client, start the conversation with financing — because chances are, they are already thinking about it.
ABOUT TFC
Founded in 2004, TFC provides equipment financing services to a wide variety of companies from early stage to fortune 100 and everything in between. TFC and parent company, Kingsbridge Holdings (part of SLR Investment Corp.) have over $1B of assets under management.
SOURCES
[1] The Equipment Leasing and Finance Association’s “Industry Overview”
[2] Gartner’s “Top 5 Priorities for CFOs in 2024”
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