Engaging the C-Suite: 2017 Sales and Executive Engagement Survey Report

  • Author(s) Rob Leavitt, Donna Thach
  • Published April 19, 2017
  • 101 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research, Benchmarking
  • 101 Pages
  • .PDF Format

The rise of the connected economy has made executive engagement and executive-level selling more important than ever.

As technology, business services, and other B2B firms rush to capitalize on new market opportunities, they’re increasing investment in a wide range of initiatives designed specifically to broaden and deepen relationships in the C-suite. Indeed, 92% of marketing leaders say that selling at the executive level is more important to their sales strategy than it was two years ago.

Engaging the C-Suite: 2017 Sales and Executive Engagement Survey Report documents the increasing importance of executive engagement and the increasing focus on reaching new types of executives and accounts.

The survey report also provides data on:

  • Strategic objectives for developing and strengthening executive-level relationships
  • Sales capabilities for engaging effectively in the C-suite
  • Types of programs utilized to strengthen executive engagement, and their effectiveness
  • Investment priorities for engagement programs
  • The most effective incentives to attract executive program participation
  • Programmatic challenges
  • Marketing and sales alignment
  • Measurement and review

Along with aggregate data, the report highlights crosstabs by overall effectiveness of executive engagement programs (leaders and challengers) and by company type (providers of primarily services or both products and services).

The report highlights six aspects of executive engagement where the most effective companies (leaders) stand apart from the challengers:

  • Strategy and planning
  • Executive insight
  • Content for conversation
  • Training and support
  • Collaborative innovation
  • Measurement and review

*See ITSMA’s webcast, Accelerating Sales with Executive Engagement, for a discussion of key survey findings and best practice examples from Cisco, Cognizant, Deloitte, PwC, and SAP.

Survey Respondent Demographics

  • 50 marketers at B2B technology and business services companies completed a web-based survey during February and March 2017
  • 54%  represent companies with $5 billion or more annual revenue
  • 84% represent companies that are completely B2B; 16% are both B2B and B2C
  • 60% represent companies that sell both products and services; 40% primarily services (10% or less revenue from products)
  • 76% are based in North America, 12% Europe, 10% Asia, and 2% Africa

Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

  • Atos
  • ATOS – Unify Collaboration
  • Avanade
  • Avaya
  • Black & Veatch
  • Brocade
  • Capgemini
  • CDW
  • Cigniti
  • Cisco Systems, Inc.
  • Cognizant
  • Dell EMC
  • Dimension Data
  • Elsevier
  • HCLT
  • Microsoft
  • Misys
  • NetApp, Inc.
  • Netmagic IT Services, Pvt. Ltd.
  • Neudesic
  • Optum
  • Oracle
  • Panasonic N.A.
  • Persistent Systems
  • PTC
  • PwC
  • Qlik
  • SAP
  • SAP India
  • SBS Group
  • ServiceNow
  • SITA
  • Sungard Availability Services
  • Tata Consultancy Services
  • TCS
  • Teradata
  • Unisys
  • VMware

For non-participating companies, this report is available for sale at member and non-member prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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