What is the New Buyer Paradox?
- Cost conscious, yet investing. Buyers are dealing with numerous business challenges, sometimes contradictory: being cost-cautious and supporting growth
- Cloud wary, yet hopeful. Buyers see cloud computing as a major disruptive technology wave with many benefits, forcing them to re-think their IT landscape
- Self-reliant, yet dependent. Buyers are pushing salespeople out of the early stages of the buying process with search, industry influencers, their peers, and social media, yet they demand strong relationships
- Short on time, yet content hungry. Time-constrained buyers maintain a robust appetite for relevant content, but they want it packaged and delivered on their terms
- Individualistic, yet collective. Buyers want customized solutions based on their unique business needs, but they want to see where solution providers have done it before
- Thoughtful, yet pragmatic. Buyers are looking for both visionary thought leadership and realistic solutions
- How has the current economic situation impacted the way customers make buying decisions?
- What are buyers’ plans for cloud-based solutions?
- What role does thought leadership and epiphany marketing play in the buying process?
- When customers have a need, how and where do they look for potential alternatives?
- How are buyers using social media during the purchase process?
- When creating a short list of providers, what sources of information do they use?
- What is the most important criteria used to select solution providers?
Study MethodologyIn Fall 2010, ITSMA surveyed, via phone, 486 business and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, ranging from $100 million to $20 billion or more in annual revenue from six different countries: US, UK, France, Germany, China, and India. They also represented a variety of vertical markets, including:
- Financial services
- Public sector
- Life sciences
Respondent CharacteristicsRole in Purchase Decision Process Source: ITSMA and PAC, How Customers Choose Study, 2010 Geographic Distribution Source: ITSMA and PAC, How Customers Choose Study, 2010 Job Role Source: ITSMA and PAC, How Customers Choose Study, 2010 Job Title Source: ITSMA and PAC, How Customers Choose Study, 2010 Verticals Represented Source: ITSMA and PAC, How Customers Choose Study, 2010 Annual Revenue of Organizations Represented Source: ITSMA and PAC, How Customers Choose Study, 2010
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