2016 IDG Enterprise Role and Influence of the Technology Decision-Maker

ROLE & INFLUENCE OF THE TECHNOLOGY DECISION-MAKER 2016

Understanding technology decision-makers’ roles and engaging them through the right channels

Purpose and Methodology

2 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

IT Models Create Different Environments for Decision Makers & Influencers, and are Fluid by Design

Q: Which one of the following best describes how your company’s IT organization is structured today?

3 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

Technology Requires Collaboration 73%

IT Staff

68%

IT Management

52%

LOB Management

37%

CIO Application/Software Developer

36%

CEO, Chairman, President

36% 35%

Engineer

34%

Systems Integrator

30%

Architect

29%

CFO, Controller, Treasurer

22%

COO, GM, Exec./Managing Dir.

20%

CTO

16%

CSO, CISO

15%

CMO Chief Digital Officer

9%

Q. With whom do you collaborate on a regular basis? Q. How many people do you, personally, collaborate with during the process of making a major enterprise technology purchase?

4 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

Hidden Roles Present in all IT Models

Q. Have you ever moved from an IT to a business role or vice versa?

5 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

IT Liaison Role Straddles Functions Reports to line of business management exclusively

Reports to line of business management with a “dotted line” to IT

Reports equally into IT and line of business management

Reports to IT exclusively

13% 15% 16%

29% 27%

Reports to IT with a “dotted line” to business management

Q. If your organization has an “IT Liaison” role, does this role report to IT, line of business management, or both?

6 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

IT Controls the Short List Other LOB creates a shortlist and does not bring it to IT for vetting before a decision is made

IT researches solutions and vendors and creates the short list

9% 8% 5%

17% LOB brings a shortlist to IT for vetting before a decision is made

Its (Almost) Never Too Late to Create Awareness

Don’t Know

61%

10%

Extremely likely

25%

Very likely

39%

Somewhat likely

21%

Not very likely

Not at all likely

5%

Q. What is your organization’s process for creating a vendor short list? AND Q. Once the initial short list is created, how likely is it that there will be an opportunity for other solutions to be added to that list if a new vendor is introduced (e.g. multiple iterations of the short list versus one)?

7 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

Leadership Shifts with Purchasing Stage Determine the Business Need

Determine Technical Requirements

Evaluate

Recommend & Select Vendors

40%

49%

Sell Internally

CIO or top IT Executive

45%

1

44%

LOB management

45%

1

15%

28%

19%

25%

21%

CEO

44%

3

11%

12%

12%

17%

55%

IT Liaison

29%

27%

33%

20%

21%

6%

IT management

28%

42%

45%

COO

27%

11%

15%

12%

17%

27%

IT steering committee

27%

21%

23%

23%

18%

20%

CFO

26%

7%

9%

13%

17%

53%

IT staff

26%

57%

20%

7%

CMO

22%

7%

15%

12%

17%

7%

Architect

21%

42%

39%

32%

18%

7%

Engineer

19%

49%

34%

17%

5%

CTO

19%

30%

29%

28%

26%

CSO/CISO

16%

28%

32%

24%

18%

15%

Chief Digital Officer

15%

17%

18%

13%

11%

9%

3

1

2

62%

51%

3

1

2

38%

42%

1

3

2

55%

Authorize & Approve

28%

1

2

3

55%

1

1

23%

3

18%

Q. Including yourself, which of the following groups are involved in each stage of the IT purchase process at your organization?

8 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

Knowledge Sharing is Valued 67%

Respond quickly to questions or requests for information

64%

Offer free trials/test drive of products

56%

Offer timely, relevant information

53%

Offer advice/best practices

50%

Provide case studies

47%

Avoid direct sales pitches

Exec IT

IT Mgmt

IT Pros

Biz Mgmt

66%

68%

65%

66%

64%

63%

67%

51%

59%

45%

47%

55%

57%

51%

41%

47%

52%

49%

26%

57%

48%

41%

37%

55%

Keep digital content (videos, whitepapers, etc.) up-to-date

46%

45%

46%

44%

53%

Create educational assets I can find easily when researching solutions

46%

47%

44%

36%

47%

Provide references

46%

47%

44%

26%

49%

Ask questions of me/Show an interest in my business

36%

40%

31%

15%

26%

Offer ROI or financial calculators

36%

38%

35%

26%

34%

Q. What are the most valuable things that an IT vendor can do to engage with you when you are researching solutions for purchase, prior to a decision being made?

9 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

Tech Content Sites are the #1 Source for Info 66%

Technology content sites

58%

White papers

52%

Webcasts/webinars

48% 48% 47% 45% 45% 44% 44% 44% 43%

Peers outside your company (via phone, email) Newsletters Technology vendors (via vendor web site) Peers outside your company (in-person) Peers inside your company Technology vendors (in-person) Technology print publications

Online communities, discussion forums Technology vendors (via phone, email)

40% 39% 39% 38% 37% 36% 35% 33% 33%

Trade shows User groups (via newsletters, events, etc.) Analyst firms Peers outside your company (via social/business networking sites) Executive conferences or events Business content sites Regional networking events Video clips (typically 5 minutes or less in length) Blogs

29% 29%

Third-party market research Technology vendors (via social/business networking sites)

24%

Business print publications Mobile feeds/updates Infographics Podcasts

21% 21% 19%

Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?

10 Source: IDG Enterprise Role & Influence of the Technology Decision-Maker Study, 2016

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