ITSMA’s 2008 How Customers Choose Solution Providers Study revealed a number of important insights. Through detailed research and analysis of customer buying behavior, we have concluded that marketers need to engage customers earlier than ever before—during what we call the epiphany phase of the buying cycle. Based on interviews with 216 U.S.-based business and IT buyers of business and technology solutions, the report helps marketers better understand the marketing activities that will deliver the desired results at three major stages of the buying cycle: epiphany, awareness, and interest.

Key issues addressed in the report include:

• Changes in spending for technology-enabled business initiatives
• Thought leadership evaluation criteria
• The most valuable customer relationship programs
• Sources of information for alternative solutions and solution providers
• Effectiveness of various marketing vehicles
• Decision criteria for solutions and solution providers
• Buyer perspectives of Account-Based Marketing (ABM)

Study Methodology

In Spring 2008, ITSMA surveyed, via phone and the Web, 216 business and IT executives at U.S.-based companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, ranging from $200 million to $20 billion or more in annual revenue. They also represented a variety of vertical markets, including:

• Communications
• Financial services
• Manufacturing
• Public sector
• Other vertical markets

Respondent Characteristics

Respondents were screened to ensure that their job titles were director or above. They were also screened to ensure their involvement in the purchase of business and technology solutions.

Role in Purchase Decision Process

Source: ITSMA, How Customers Choose Study, North America, 2008

Job Title

Source: ITSMA, How Customers Choose Study, North America, 2008

Job Role

Source: ITSMA, How Customers Choose Study, North America, 2008

Verticals Represented

Note: Other includes: Healthcare (7), Retail (3), Wholesale Distribution (3), Education (3), Legal (2), Consulting (2), IT Services (2), Multi-industry, Energy, Nonprofit Ministry, IT Outsourcing, Distribution, Transportation Services, Information Management, Oil and Gas, Utilities, Marketing, Wholesale, Construction, Nonprofit, Defense Contractor, Biotechnology.
Source: ITSMA, How Customers Choose Study, North America, 2008

Annual Revenue of Organizations Represented

Source: ITSMA, How Customers Choose Study, North America, 2008