IT professional services providers face the ongoing challenge of promotion and differentiation of intangibles—technology and business competence, reliability, a collaborative culture, just to name a few. A strong brand, based on succinct messaging and proof points, plays an indisputable role in moving clients through the buying cycle that begins with awareness and continues as relationships are forged and formalized.

ITSMA’s IT Professional Services: 2008 Brand Tracking Study helps services providers understand buyer attitudes and beliefs, their brand equity, current and/or aspired market positions, and perceptions of performance.

The 2008 edition of this survey represents the tenth annual installment of ITSMA’s flagship multiclient brand tracking research focused on the IT professional services market.

Study Scope

ITSMA’s 2008 IT Professional Services and Solutions Brand Tracking Study focuses on providers of IT professional services and solutions. This study delivers the data study sponsors need to validate internal assumptions, improve marketing strategies and tactics, and hone their brand communication. Included are new data and analyses on key market indicators and topics, such as:

• Market knowledge. Who are the leaders and followers? Are providers recognized for their services capabilities? Are they making credible claims?
• Provider preference. To which firms do clients turn first? Are they familiar with others? ?
• Services decision influences. When there are a number of qualified providers, what breaks the deadlock?
• Competitive differentiation. How do buyers perceive the key players? What are the sources of differentiation? Where is the “white space?”
• Report card. Are professional services firms meeting expectations? Which ones are hitting home runs?

Study Methodology

ITSMA recruited sponsors for its 2008 IT Professional Services and Solutions Brand Tracking Study in late 2007 and early 2008. Sponsors of the study included Capgemini, Cognizant, and British Telecom.

ITSMA conducted 400 telephone interviews with US-based senior IT and business decision makers (CXOs, vice presidents, and directors). The sample includes two types of professional services buyer (information technology executives/CIOs and business executives) and spans eight industry segments, including:

• Communications
• Energy/utilities
• Financial services
• Healthcare
• Life sciences
• Manufacturing
• Public sector
• Retail trade and hospitality

Organizations eligible to participate in the study reported annual revenue or operating budget of $300 million or greater. Participants qualified for inclusion based on their decision-making authority. ITSMA donated money to charity in return for participants’ contribution to the study.

Respondent Demographics

Figure 2.1 Respondent Title

Source: ITSMA, 2008 Professional Services and Solutions Brand Tracking Study

Figure 2.2 Respondent Role in Purchasing IT Professional Services

Source: ITSMA, 2008 Professional Services and Solutions Brand Tracking Study

Figure 2.3 Respondent Perspective

Source: ITSMA, 2008 Professional Services and Solutions Brand Tracking Study

Figure 2.4 Respondent Industry Group

Source: ITSMA, 2008 Professional Services and Solutions Brand Tracking Study

Figure 2.5 Organization Size by Annual Revenue or Operating Budget

Source: ITSMA, 2008 Professional Services and Solutions Brand Tracking Study

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