Professional Services and Solutions

Brand Perceptions and Priorities from the Customer Perspective

2008 Multiclient Study Prospectus

Study Overview

Professional services remain core to successful technology enablement. Buyers confront difficult, risk-laden decisions every step of the way. After establishing their priorities, technology professional services and solutions buyers must evaluate firms against these priorities to make a defensible selection. This study examines how buyers perform these services provider evaluations, illuminates industry trends, and recommends actions to achieve best-in-class performance.

Since 1998, ITSMA's annual studies of how buyers perceive the leading providers of professional services and solutions have given study sponsors the data they need to:

• Validate internal assumptions
• Improve marketing strategies and tactics
• Create more effective brand differentiation
• Move their customers along the path to long-term loyalty

Why Use ITSMA?

Top firms such as Accenture, BearingPoint, Capgemini, Cisco, Cognizant, CSC, EDS, EMC, Hitachi Consulting, Hewlett-Packard, IBM, Microsoft, Oracle, SAP, and Sun have relied on ITSMA's research to support their marketing strategies, improve their competitive position, and build stronger brands.

The multiclient approach to brand measurement works because it's cost effective, it's thorough, and it has a long-standing reputation for quality in the industry.

Key Areas of Focus

ITSMA’s Professional Services and Solutions: 2008 Brand Tracking Study will analyze the core positioning messages being used or considered by study sponsors and other industry leaders. For example, sponsors may test their credibility (as well as that of key competitors) for aligning business and technology priorities, advocating for customers, acting as trusted business advisors, and/or other market positioning attributes.

The 2008 study will also provide new data and analysis on key market indicators, such as:

• Market knowledge. Who are the leaders and followers? Are providers recognized for their services capabilities?
• Provider preference. To whom do clients turn first? How favorable are prospective clients to your brand?
• Services decision influences. When there are a number of qualified providers, what breaks the deadlock?
• Perceived areas of competitive differentiation. Is what’s different really different? Does it matter?

Benefits of Participation

Study sponsors will receive the data, analysis, and recommendations they need to evaluate their existing market position, improve planning, shape buyer perceptions, and track the effectiveness of marketing programs on an ongoing basis.

Sponsors of ITSMA brand tracking studies typically use study findings to:

• Capitalize on their understanding of customers’ decision processes
• Respond to perceived weaknesses with targeted investments
• Track decision criteria in a changing market
• Justify marketing investment to management
• Learn from peers through interactive topical discussions

Study Scope and Methodology

ITSMA will interview (by phone) 400 U.S.-based senior-level executives (director-level and above) with responsibility for influencing or authorizing the procurement of professional services and solutions. Respondents will represent large and mid-sized enterprises and large government organizations. The interviewees will represent two major buying audience—business/functional executives and senior information technology management—in as many as eight vertical markets.

Targeted Market Segments

• Financial services
• Manufacturing
• Communications
• Government/public sector
• Health care delivery
• Transportation
• Energy/utilities
• Retail/wholesale trade
  (Final list to be determined by study sponsors)

Respondent Titles

• Vice presidents and above (SVPs, EVPs, CXOs, general managers, and presidents)
• Directors/senior directors

ITSMA will screen all interviewees for their decision-making authority and their companies' annual revenue or operating budget as well as other key criteria.

To help maximize the value from the study, sponsors will work closely with ITSMA to personalize the research design and reporting.

ITSMA will provide analysis by:

• Company size
• Vertical market segment
• IT vs. business buyers
• Buyer experience with study sponsors

More Information
For more information please download the PDF or contact Lori Weiner at +1-781-862-8500, Ext. 142, or lweiner@itsma.com.

For more details please download the PDF PDF (236KB)

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA members include business leaders such as Accenture, BT, Cisco, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing ^SM, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.