Introduction
Vendors need a clear understanding of the way the procurement process for IT products and services works among end-users. Gaining this insight involves understanding who decides what IT solutions to buy, how much to spend on them and where and how to get them. The answer to these questions is not straightforward, since the decision rarely rests in the hands of a single executive.
Scope
Gauges the degree of influence various roles have in the IT purchasing process within the enterprise.
Explores the way purchasing behaviour changes according to the type of technology being purchased.
Examines the influence various decision-makers have on IT purchasing in major Western European and US markets
Investigates the correlation between the size of an enterprise and the relative influence of the CEO and the CIO.
Highlights
In a recent Technology Trends survey, 43% of respondents state that the CIO had the most important role in procurement, and a further 35% cite the CIO as the second most important role. A similar proportion of respondents cite the CEO as the most important decision-maker, but only 11% consider the CEO to have the second most important role.
When comparing purchasing behaviour data by technology area it becomes clear that IT procurement processes do not vary significantly when purchasing different technologies. All technology areas show the same pattern with the CIO ranking first in terms of influence, followed by the CEO.
Examining IT influencer data by country reveals sharp differences between the geographies covered. Each of the geographies exhibit different characteristics, particularly in the relative importance of the CEO in decision making.
Reasons to Purchase
Better understand the IT purchasing behaviour of your customers and the influence that certain decision-makers have on it.
Maximise the effectiveness of your sales and marketing efforts by sending the right messages to the right people within enterprises.
Learn how to fine tune your messaging to account for differences in IT influencers between enterprises in different geographies and size-bands.
Market StudyUnderstanding IT influencers within enterprises (Customer Focus) is a marketing resource from Datamonitor, a leading provider of online data, analytic and forecasting platforms for key vertical sectors.