BOSTON, MA, Jan. 13, 2022 (Globe Newswire) – IDG, Communications Inc.Today, the world’s leading technology media, data and marketing services company released its… 2022 The role and impact of the technology decision maker Transfer. The research provides insight into the advancement of technology in business, as well as an in-depth analysis of who is involved in the IT procurement process and the information sources they rely on.
Since the last IDG report in 2020, the pandemic has spurred rapid digital transformation. As a result, the majority of IT decision makers (ITDMs) expect their budgets to increase (51%) or remain stable (39%) over the next 12 months.
Stacy Raab, Director of Marketing and Research, IDG Communications, Inc. said: “Change is underway among B2B technology buyers, with digital transformation accelerating due to COVID-19, we are seeing greater investments in technology, giving IT decision makers more money to work with. Next year may see more RFPs in the technology sector, given the perception that existing solutions need a restart. Our report is a valuable resource for technology vendors to understand the decisions made about their products and services to gain an advantage in this competitive landscape.”
Here are some of the report’s findings:
No advantage for existing sellers?
According to IDG’s findings, nearly half (45%) of technology purchases are expected to be made from a new vendor, the main reason being that ITDM no longer believes their existing product or service meets their business needs (44%).
Whether or not ITDM will look for a new vendor depends largely on the technology they purchase. More than half (54%) of data and analytics purchases will be from a new vendor, while only 27% of desktop/laptop purchases will be from a new vendor.
Where will the technical budgets be allocated?
Over the next 6-12 months, most technology purchases will either be additions to the company’s technology portfolio or upgrades to existing technology. A closer look at the factors that influence the selected strategy:
- ITDMs face finding a balance between innovation and keeping business as usual. An organization’s IT strategy is based on the status quo tasks of keeping the lights on (34%), responding to internal events (33%) and responding to external events (29%).
- Both internal and external factors drive the IT strategy. When considering the internal events driving IT strategy, ITDMs say process changes (57%) – followed by reorganizations (33%) and internal skill shortages (32%) – are most prominent. For external events, the most important factors are customer demand (49%), market changes (47%), and competitive threats (38%).
Impact on the technology purchase process
The average number of people influencing a technology purchase remains constant at 20 – 10 IT and 10 LOB. Again, this varies depending on the technology being purchased. On average, there are 24 individuals involved in cloud purchases (13 IT and 11 LOB), but only 16 individuals in desktop/laptop purchases (7 IT and 9 LOB).
The CIO or Chief Information Technology Officer is the supreme leader who is involved in every stage of the procurement process, except for the evaluation of products and services. Instead, this is where the CIO relies most heavily on the IT staff, the IT department, and the engineers. Moreover, IT management strongly influences the purchasing process in terms of vendor evaluation, recommendation, vendor selection, and internal selling of technologies.
When asked about the likelihood of using an IT consultant when purchasing technology, 91% answered that they are likely. ITDMs look to IT consultants when purchasing IT services (45%), products or cloud services (41%) and security solutions (37%). Although the decision to rely on an IT consultant may vary based on the size of the company.
Additionally, IDG found that 76% of ITDMs spend more time consuming content from well-known and trusted brands because they are confident that their time will be well spent on these sources.
- On average, ITDM downloads six pieces of trusted content to help them with the buying process. More than half (51%) rely on technology content sites to enhance practical knowledge. Other important sources of information that ITDM systems rely on include:
- White papers (45%), webcasts/webinars (39%) and technology suppliers by phone, email or video conferencing (39%).
- Seller awareness greatly influences ITDM’s decision to engage with that brand’s content, especially when it comes to product reviews (71%) and case studies (56%).
- Video is a widely requested form of content viewed by ITDMs for commercial purposes (96%). They are more likely to see in-depth product reviews (46%), research/technical analyst reports (41%) and how-to videos (41%).
- ITDMs have plans for personal work-related events. 57% of ITDMs have plans to attend a work-related event in person within the next 12 months (23% are unsure and 21% say no). This increases slightly for executive IT (60%) and decreases by level (54% IT management and 49% IT professionals).
For technology marketers, it is important to connect with technology buyers as they seek solutions to their business needs and throughout the buying process. Learn how to expand your reach and engage IT decision makers by becoming a sponsor in one Virtual or personal IDG tops or round tables.
IDG’s 2022 The role and impact of technology decision maker research Conducted online among the masses of IDG’s B2B brands (CIO, Computerworld, CSO, InfoWorld, Network World) representing IT and security decision makers involved in the IT procurement process for their organization. The results in this edition are based on 646 participants in a 35-question survey across many industries and countries.
Read the full report from IDG here.
About IDG Communications, Inc.
IDG Communications’ vision is to make the world a better place by enabling the right use of technology, because we believe that the right use of technology can be a powerful force for good.
IDG is an editorial voice to rely on, creating high-quality content to generate knowledge, engagement, and deep relationships with our community of the most influential technology and security decision-makers. Our premium media brands, including CIO®, Computerworld®, CSO®, InfoWorld®, Macworld®, Network World®, PCWorld® and Tech Hive®, engage a high-quality audience with key insights into the evolving technology landscape.
Our trusted brands, global first-party data intelligence, and MarTech platforms (KickFire and Triblio) define and activate purchase intent, driving our customers’ success. We streamline complex campaigns that seamlessly meet the global ambitions of marketers with consistency that delivers high-quality results.
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