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2012 Role & Influence of the Technology Decision-Maker Conducted across the IDG Enterprise brands: CIO, Computerworld, InfoWorld, ITworld & Network World
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
Purpose and Methodology
1
Survey Sample
Field Work Mar. 7, 2012 –
Mar. 28, 2012
Total Respondents 1,140
Margin of Error +/- 2.9%
Audience Base CIO, Computerworld,
InfoWorld, ITworld, and
Network World sites and
Survey Method
Survey Goal
To provide in-depth information about the evolving
role and influence of IT decision-makers in today’s
corporations:
- Role of technology decision-makers in the IT
purchasing process.
- Primary influences and information sources in
the IT purchasing process.
Collection Online Questionnaire
Number of
Questions
19 (incl. demographics)
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
2
Respondent Profile
Job Title Breakdown
IT Leadership
Total Respondents Organization Size
Top Represented Industries
All survey respondents are involved in the
purchase of IT products and services at their
organization.
7%
8%
9%
10%
10%
13%
16%
Retail, Wholesale and Distribution
Healthcare (providers andpharmaceuticals)
Services (legal, consulting, realestate)
Education
Government
Financial Services (banking,insurance, brokerage)
High Tech Telecom & Utilities
Average Company Size 11,324 employees
Average Annual Revenue $4.35 billion 1,140
Executive IT 53%
Mid-Level IT 19%
IT Professional 17%
Business Management 7%
Other (Non-Manager) 4%
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
ROLE OF IT IN THE IT PURCHASE PROCESS
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
4
Different IT Mgmt. Lead at Each Stage of Purchase Process
78%
68%
68%
72%
47%
71%
76%
85%
85%
82%
37%
43%
57%
78%
80%
59%
17%
13%
Determine the business need
Determine technical requirements
Evaluate products/services
Recommend or select vendors for purchase
Sell internally (e.g. to outside of IT team)
Authorize or approve the purchase of productsand services
Executive IT Mid-Level IT IT Professionals
Q. In which of the following ways are you involved in the purchase process for IT products and services?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
5
LOB Supports IT at Key Stages
78%
68%
68%
72%
47%
71%
76%
85%
85%
82%
37%
43%
57%
78%
80%
59%
17%
13%
71%
57%
72%
60%
23%
60%
37%
28%
35%
28%
10%
38%
Determine the business need
Determine technical requirements
Evaluate products/services
Recommend or select vendors for purchase
Sell internally (e.g. to outside of IT team)
Authorize or approve the purchase of productsand services
Executive IT Mid-Level IT IT Professionals IDG Enterprise Business Management GMI Business Panel
Q. In which of the following ways are you involved in the purchase process for IT products and services?
LOB most
involved
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
6
Not All LOB Executives Equal
71%
57%
72%
60%
23%
60%
37%
24%
35%
28%
10%
38%
Determine the business need
Determine technical requirements
Evaluate products/services
Recommend or select vendors for purchase
Sell internally (e.g. to outside of IT team)
Authorize or approve the purchase of productsand services
IDG Enterprise Business Management GMI Business Panel
Q. In which of the following ways are you involved in the purchase process for IT products and services?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
7
IT Influence Extends to Business Side 88%
85%
82%
78%
72%
59%
52%
80%
76%
62%
61%
52%
38%
31%
55%
53%
32%
29%
28%
22%
16%
56%
48%
50%
57%
61%
68%
68%
20%
23%
25%
35%
37%
40%
48%
Setting IT standards and policies
Setting IT project goals
IT department budget responsibility
Vendor contract negotiations
Participate in business project steeringcommittee(s)
Setting business standards and policies
Setting business project goals
Executive IT Mid-Level IT IT Professionals IDG Enterprise Business Management GMI Business Panel
Q. Are you involved in any of the following activities at your organization?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
8
Leadership Shifts with Purchasing Stage
Q. Including yourself, which of the following groups are involved in each stage of IT purchase process at your organization?
Determine the
Business Need
Determine
Technical
Requirements
Evaluate
Recommend/
Select Vendors
Sell internally
(outside IT team)
Authorize/
Approve
Line of Business Mgmt. 49% 18% 30% 21% 25% 14%
CIO or Top IT Executive 45% 35% 34% 42% 53% 61%
CEO 42% 10% 11% 11% 16% 50%
IT Steering Committee 36% 27% 31% 30% 28% 17%
IT/Networking Mgmt. 36% 48% 47% 48% 42% 31%
IT/Networking Staff 35% 64% 66% 49% 23% 10%
CFO 24% 5% 6% 8% 14% 54%
CTO/IT Architect 24% 35% 33% 32% 27% 19%
COO 23% 6% 9% 7% 15% 26%
IT Vendors 16% 34% 27% 19% 13% 3%
1
2
1 1 1
1 1
2 2 2 2
2
Boxes indicate top 2 responses.
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
9
IT Has Strong Presence on Steering Committee
71%
47%
43%
43%
39%
32%
28%
25%
5%
CIO or Top IT Executive
IT Staff
Line of Business Mgmt.
Other Corporate Mgmt.
CTO/IT Architect
CFO
CEO
COO
Other
Q. Who sits on your organization’s IT steering committee?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
10
Enterprise Decision-Making Less Segmented
75%
76%
79%
73%
33%
54%
65%
69%
76%
66%
31%
35%
Determine the business need
Determine technical requirements
Evaluate products/services
Recommend or select vendors for purchase
Sell internally (e.g. to outside of IT team)
Authorize or approve the purchase of productsand services
<1000 employees 1000+ employees
Q. In which of the following ways are you involved in the purchase process for IT products and services?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
11
# of Influencers in Enterprises Increasing
Q. Please estimate the total number of people, on average, involved in influencing major enterprise technology purchases within your organization.
Major Tech Purchases
5 6
11.5
17
2011 2012
<1000 employees 1000+ employees
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
12
Majority IT Execs Approve All IT Expenditures
54%
12%
15%
6%
4%
19%
17%
15%
1%
2%
7%
12%
6%
2%
4%
Sign-off required on all IT expenditures
Less than $10,000
$10,001 - $99,999
$100,001 - $200,000
More than $200,000
Executive IT Mid-Level IT IT Professionals
Q. Please indicate the minimum dollar amount that requires your signature for IT expenditures.
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
VENDOR ATTRIBUTES
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
14
Many Vendors, Few Strategic Partners
6%
18%
1%
2%
44%
67%
5%
23%
30%
12%
16%
38%
16%
2%
39%
30%
4%
40%
7%
1000+
<1000
1000+
<1000
None 1-4 5-9 10-24 25+
Q. Considering all elements of your IT operations and infrastructure (including all applications), approximately how many vendors do you currently do business with?
AND Q. Among those vendors with whom you currently do business, how many would you consider valued strategic partners (i.e. a strategically important vendor
that has gone beyond effective delivery of systems and services to become a consistently responsive, agile, and trusted collaborator in creating value for your
organization)?
Number of Vendors
Number of Strategic Partners
Avg: 35
Avg: 12
Avg: 7
Avg: 3
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
15
Service Most Critical Partner Attribute
Q. Which of the following attributes are critical for vendors trying to become your valued strategic partner?
Attributes of a Valued
Strategic Partner
Avg. All
Respondents Executive IT Mid-Level IT
IT
Professional <1000 1000+
Customer service/response time 76% 75% 82% 78% 79% 74%
Ability to understand my goals and
objectives 73% 72% 76% 73% 73% 75%
Knowledge of their product portfolio 66% 67% 68% 65% 69% 61%
Post-sales support and service 64% 63% 69% 65% 64% 66%
Insight & expertise on technology
trends and directions 62% 62% 68% 57% 62% 63%
Knowledge of my vertical industry 47% 48% 52% 40% 43% 53%
Acts as my advocate within their
company 46% 49% 48% 36% 45% 48%
Knowledge of their
competitors/competitive offerings 44% 44% 42% 48% 44% 46%
Advanced notice on product/service
changes 42% 41% 45% 41% 41% 45%
Peer references 36% 38% 39% 28% 38% 33%
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
1
2
1 1 1 1
2 2 2 2
2
1
3 3
3
3
3
3
3 4 4
4
4 4
4
4 5 5
5
5
5
5
Enterprises place a lower value on product portfolio knowledge and a higher value on vertical industry knowledge than SMBs.
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
16
Minimal Time Spent with Vendors
7%
8%
3%
10%
9%
8%
22%
19%
15%
3%
3%
1%
6%
3%
3%
12%
33%
36%
More than 10
8-10
6-7
5
4
3
2
1
0
Vendors Not Doing Business With Current Vendors
Q. In a typical work week, how many hours do you spend meeting with: Current technology vendors (vendors who’s products/services you currently use/employ) AND
Technology vendors that you’re not doing business with currently?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
17
Familiarity Cuts Purchase Cycle in Half
Q. Considering major enterprise IT purchases, what is the average purchase cycle for a vendor with whom you are already familiar or have experience compared to the
purchase cycle for an unfamiliar vendor?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
18
Sales Cycle Longer for Enterprises
Q. Considering major enterprise IT purchases, what is the average purchase cycle for a vendor with whom you are already familiar or have experience compared to the
purchase cycle for an unfamiliar vendor?
<1000 employees 1000+ employees
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
19
Cycle Nearly Doubles for Major IT Purchases
Q. Considering all enterprise IT purchases, what is the average purchase cycle for a major enterprise IT purchase compared to the purchase cycle for minor/smaller IT
purchases?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
PRIMARY INFLUENCES AND INFORMATION SOURCES IN THE IT PURCHASE PROCESS
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
21
Tech Content Sites Take Over as #1 Source
Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?
Sources Used to Keep Up-to-Date with New Technologies 2010 2011 2012
Technology content sites (e.g., CNET.com, CIO.com…) 69% 74% 73%
Peers 68% 69% 72%
Search engines (e.g. Google, Bing) -- -- 66%
Technology publications (e.g., CIO, Network World, InformationWeek) 70% 75% 62%
Technology vendors (via vendor websites) 55% 56% 54%
Webcasts/webinars/web video 57% 60% 56%
Newsletters 47% 48% 53%
Technology vendors (via phone, email, in-person) -- -- 47%
Business print publications (e.g., Business Week, Forbes, Fortune) 55% 49% 40%
Trade shows 39% 41% 42%
Executive conferences or events 40% 41% 34%
Online communities/discussion forums, Wikis 39% 46% 43%
User groups -- 39% 35%
Analyst firms (e.g. IDC, Gartner, Forrester) 40% 50% 35%
Virtual conferences 28% 32% 30%
Blogs 35% 34% 31%
Technology vendors (via social/business networking sites like LinkedIn, Twitter,
Facebook) -- -- 23%
Video clips (typically 5 minutes or less in length) 30% 32% 24%
Podcasts 30% 32% 15%
Mobile feeds/updates -- 16% 14%
Combined in 2010/2011
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
5
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
22
Heads of IT Do Visit Vendor Websites
Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?
Sources Used to Keep Up-to-Date with New Technologies Heads of IT Non-Heads of IT
Technology content sites (e.g., CNET.com, CIO.com…) 75% 72%
Peers 72% 73%
Search engines (e.g. Google, Bing) 66% 66%
Technology publications (e.g., CIO, Network World, InformationWeek) 63% 61%
Technology vendors (via vendor websites) 54% 54%
Webcasts/webinars 53% 58%
Newsletters 52% 55%
Business print publications (e.g., Business Week, Forbes, Fortune) 45% 35%
Trade shows 44% 40%
Executive conferences or events 43% 25%
Online communities/discussion forums, Wikis 41% 44%
User groups 35% 34%
Analyst firms (e.g. IDC, Gartner, Forrester) 34% 36%
Virtual conferences 30% 29%
Blogs 29% 33%
Technology vendors (via social/business networking sites like LinkedIn, Twitter, Facebook) 26% 20%
Video clips (typically 5 minutes or less in length) 24% 25%
Podcasts 16% 14%
Mobile feeds/updates 15% 13%
Heads of IT are far more likely to attend executive events.
1
1 2
2
3
4
3
4
5
5
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
23
Source Rankings Change with IT Level
Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?
Sources Used to Keep Up-to-Date with New Technologies Executive IT Mid-Level IT IT Professionals
Technology content sites (e.g., CNET.com, CIO.com…) 74% 77% 73%
Peers 72% 78% 71%
Search engines (e.g. Google, Bing) 67% 70% 65%
Technology publications (e.g., CIO, Network World, InformationWeek) 63% 67% 59%
Technology vendors (via vendor websites) 54% 59% 54%
Webcasts/webinars 54% 59% 63%
Newsletters 51% 53% 59%
Technology vendors (via phone, email, in-person) 49% 50% 45%
Business print publications (e.g., Business Week, Forbes, Fortune) 44% 38% 26%
Trade shows 44% 47% 33%
Executive conferences or events 44% 32% 12%
Online communities/discussion forums, Wikis 40% 47% 47%
User groups 35% 41% 30%
Analyst firms (e.g. IDC, Gartner, Forrester) 36% 46% 21%
Virtual conferences 30% 32% 30%
Blogs 30% 33% 30%
Technology vendors (via social/business networking sites like LinkedIn, Twitter,
Facebook) 26% 20% 18%
Video clips (typically 5 minutes or less in length) 23% 24% 25%
Podcasts 16% 14% 14%
Mobile feeds/updates 14% 14% 14%
1 2
3
4 5
1
1 2 2
3 3
4
4
5 5
5 5
5
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
24
…and with Company Size
Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?
Sources Used to Keep Up-to-Date with New Technologies <1000 1000+
Technology content sites (e.g., CNET.com, CIO.com…) 77% 69%
Peers 74% 72%
Search engines (e.g. Google, Bing) 69% 64%
Technology publications (e.g., CIO, Network World, InformationWeek) 64% 60%
Technology vendors (via vendor websites) 56% 53%
Webcasts/webinars 58% 54%
Newsletters 56% 51%
Technology vendors (via phone, email, in-person) 48% 46%
Business print publications (e.g., Business Week, Forbes, Fortune) 43% 38%
Trade shows 41% 45%
Executive conferences or events 33% 37%
Online communities/discussion forums, Wikis 43% 43%
User groups 33% 38%
Analyst firms (e.g. IDC, Gartner, Forrester) 30% 44%
Virtual conferences 29% 32%
Blogs 32% 31%
Technology vendors (via social/business networking sites like LinkedIn, Twitter, Facebook) 24% 22%
Video clips (typically 5 minutes or less in length) 26% 22%
Podcasts 15% 15%
Mobile feeds/updates 13% 15%
1
2
3
4
5
1
2
3
4
5
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
25
Peers Rank #1 in Each Stage for Major IT Purchases
Q. Which of the following information sources do you use to keep up-to-date with new technologies and to enhance the knowledge you need to be effective in your role?
AND Q. Considering major IT purchases, which of the following information sources are used at each stage of the purchase process in which you are involved?
Sources Used at Each Stage of the
Purchase Process
Sources to
Keep Up-to-Date
w/Technology
Determine
the Business
Need
Determine
Technical
Requirements
Evaluate
Products/
Services
Recommend
& Select
Vendors
Sell
Internally
Authorize/
Approve
Technology content sites 1 3 4 2 5 5 4
Peers 2 1 1 1 1 1 1
Search Engines 3 3 2 3 4 5
Technology print publications 4 2 4 4
Webcasts/webinars 5
Technology vendor (websites) 6 3 4 3 3
Newsletters 7 4
Technology vendors (phone, email, in-person) 8 5 5 2 3 2
Online communities/discussion forums, Wikis 9
Trade shows 10 5
Business print publications 11 3
Analyst firms 12 2 3
User groups 12
Executive conferences or events 13 5 5
Blogs 14
Virtual conferences 15
Video clips 16
Technology vendors (via social/business
networking) 17
Podcasts 18
Mobile feeds/updates 19
1
2
3
4
5
1 1 1 1 1 1
2
2
2
2
2
2
3
3 3
3 3
3
3
3
3
4
4
4
4
4
4
4
5
5 5
5
5
5
5
5
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
26
IT management involvement varies at each stage of the purchase process, but IT
leads at all stages.
IT partners with LOB executives in the decision-making process and are involved
in decisions outside of IT purchases.
Number of IT influencers within enterprises continues to grow rapidly.
Brand recognition and relationship-building accelerate the sales cycle.
IT works with many vendors within typical enterprises but only a handful
considered strategic.
Customer service/understanding business goals are key to strategic alliances.
Number of information channels continues to increase but top access points
remain stable.
Technology content sites rank #1 for IT heads to keep up-to-date on technology.
Conclusion
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
DEMOGRAPHIC INFORMATION
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
28
Job Titles
Executive IT (NET) 53%
CIO, CTO
IT/Network Architect
VP
Executive VP, Senior VP
Supervisor
Business Management (NET) 7%
CEO, COO, Chairman, President
Director, Manager
Executive VP, Senior VP, VP, GM
Other Corporate Business Manager
Consultant (Non-Technical)
CFO, Controller, Treasurer
Q. What is your primary job title? AND Q. Are you the top IT executive in your company or business unit/location?
IT Professional (NET) 17%
Application/Software Developer
Systems Integrator
Other IT/Networking Staff
Other (NET) 4%
Other (Non-Manager)
Head of IT (NET) 50%
Top IT Executive in Company
Top IT Executive at Business Unit/Location
Mid-Level IT (NET) 19%
Director
Manager
Supervisor
Technical Consultant
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
29
Industry
High Tech, Telecom & Utilities 16%
Financial Services (banking, insurance, brokerage) 13%
Manufacturing (including automotive, aerospace & defense, construction, engineering, chemical, metals and mining) 12%
Government 10%
Education 10%
Services (legal, consulting, real estate) 9%
Healthcare 8%
Retail, Wholesale and Distribution 7%
Advertising/Marketing/PR/Media (publishing, broadcast, online) 4%
Transportation (airlines, trucking, railroads, shipping and logistics) 2%
Travel and Leisure (cruise lines, hotels, theme parks, casinos) 1%
Q. Which of the following best describes your organization’s industry or function?
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
30
Annual Gross Sales and Company Size
Company Gross Sales/Revenue
$40 billion + 4%
$15 billion - $39.9 billion 3%
$5 billion - $14.9 billion 5%
$1 billion - $4.9 billion 9%
$500 million - $999.9 million 6%
$100 million - $499.9 million 11%
$50 million – $99.9 million 9%
<$50 million 28%
Not Applicable (e.g., nonprofit,
government, union) 14%
Not Sure 11%
Q. Please select the dollar amount that best represents the annual gross sales or revenues for your organization or enterprise
AND Q. Approximately how many people are employed in your entire organization or enterprise? (including all plants, divisions, branches, parents, and subsidiaries
worldwide)
Average Revenue: $4.35 billion
Company Size
100,000 or more 5%
10,000 – 99,999 14%
5,000 – 9,999 5%
2,500 – 4,999 7%
1,000 – 2,499 9%
500 – 999 8%
Less than 500 49%
Not Sure 3%
Average Company Size: 11,324 employees
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
Appendix
• METHODOLOGY • DEMOGRAPHICS • RESULTS • CONCLUSION
32
Enterprises Have Higher Sign-off Minimums
47%
13%
10%
3%
2%
19%
14%
16%
6%
6%
Sign-off required on all IT expenditures
Less than $10,000
$10,001 - $99,999
$100,001 - $200,000
More than $200,000
<1000 1000+
Q. Please indicate the minimum dollar amount that requires your signature for IT expenditures.
Source: IDG Enterprise Role & influence of the Technology Decision-Maker Study, March 2012
Average minimum sign-off is significantly higher at
Enterprise Organizations, but both SMB and Enterprise
numbers are decreasing:
Year <1,000 1,000+
2011 $44,250 $74,024
2012 $43,016 $72,447