Tech Leaders Have Significant Influence in Digital Business Transformation
IDG, the world’s largest technology media, data and marketing services company, reports that its 11th annual Role & Influence of the Technology Decision-Maker survey, which examines the evolving role of IT decision-makers (ITDMs) in today’s corporations (click to tweet), highlighted the most important technologies that IT leaders are prioritizing for their organizations’ digital transformation, including the adoption of IoT and cloud. While all organizations are looking to transform, only 28% of organizations have an active digital first approach.
Digital First Approach – From Concept to Reality
IT executives (65%) and Line of Business (LOB) executives (61%) are collaborating on the need for a digital first strategy, however responsibilities are consistently handed off to IT executives to make that strategy a reality. Tech departments must balance digital first adoption with ongoing business needs. Currently, tech strategy is spilt between three areas, responding to internal events (37%), status quo / “keeping the lights on” tasks (33%), and responding to external events (27%) such as market changes and customer requests.
“Technology leaders are fueling digital transformation to survive and thrive in the face of market disruption,” said Brian Glynn, Chief Revenue Officer, IDG Communications, Inc. “Our research shows that they are collaborating with their line of business counterparts on business strategy, but IT remains in control of the vendor short list and is the primary budget holder.”
Understanding Tech Investments
Digital transformation is fueling the addition of new technologies, where established technology purchases are often a replacement or upgrade. No matter the tech area, the majority of organizations use only three vendors to fulfill their technology needs. When evaluating tech vendors, ITDMs are open to exploring both existing and new vendors for tech purchases, in fact, 48% sought new vendors for their tech investments over the past two years.
Recent Tech Investments
On average, there are 16 influencers in the tech purchase decision-making process. Throughout the stages of the purchase process, technology leaders play the primary role. LOB executives, particularly the CEO, collaborate closely with the CIO to determine the business need and authorize the purchase. Additionally, the IT staff takes the lead in determining the technical requirements for evaluating solutions and managing the post-sales process, which showcases their importance, particularly for upsells and renewals.
Importance of Content
Digital Transformation is putting more emphasis on the role of technology in driving business forward. Because of this, tech professionals are seeking valuable content to help them meet their business needs. As they explore newer and more complex technologies (e.g. cloud, SaaS software, data and analytics), they download an average of 5-6 pieces of information compared to 2-4 assets for more established technologies like telecom and desktops/laptops. To find this information ITDMs turn to both tech content sites (55%) and vendor content sites (43%). Respondents said that they consider tech content sites to be more relevant and credible, using vendor sites to clarify information. Vendor product demos were found valuable by almost all tech leaders (98%).
Standing Out in the Crowd
In the world of mass emails, getting noticed and being able to engage with customers and prospects is key. ITDMs call out that familiarity makes the difference between an email being opened or deleted. Seventy-one of ITDMs will open an email based on past experience with the vendor, followed by vendor recognition (51%), and how closely the subject line addresses a pain point (48%). Once a meeting is obtained, ITDMs seek detailed information specific to their business use case (77%), information to make a final purchase decision (58%), or the ability to view a demo or learn about a case study related to the product/solution (47%).