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Considering the New IT Buyer

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THE NEW FACE OF THE IT BUYER: FROM MARKETING EXECS TO FINANCE OFFICERS
Who’s the arbiter of IT purchasing? That used to be a simple question as the vast majority of technology decisions historically have been handled by a CIO or internal IT department. But times are changing in the era of cloud, mobile, data and as-a-service business models. The new IT buyer could be anyone, with any title. Chief marketing officers, finance heads, and executives spanning human resources, logistics, and sales departments are all asserting leverage in IT decisions today. This presentation details research findings that shine a light on new IT buyer trends and the implications they have for today’s tech providers.

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Considering the New IT Buyer

  1. 1. CONSIDERING THE NEW IT BUYER Considering the New IT Buyer CompTIA May 2017
  2. 2. 25% 14% 19% 40% Primary Decision-makers for IT Purchases Source: CompTIA’s Considering the New IT Buyer n=600 U.S. firms Combo of all depending on circumstance Non-IT business unit Business unit working jointly with IT IT department Which LOB units are more involved in tech buying today • 68% Operations • 54% Sales/Customer service • 53% Finance • 48% Marketing • 30% Human resources
  3. 3. Reasons LOB Business Units Make Own Tech Decisions 20% 20% 22% 38% 50% IT department does not support specific app or device we use Frustrated with speed of IT department Decentralization of IT purchasing is company directive Cloud computing made it easier for business units to provision own tech Business unit staff are tech- savvy/innovation-focused Source: CompTIA’s Considering the New IT Buyer n=531 U.S. firms
  4. 4. How Should IT Be Handled: Centralized vs. Decentralized Centralization is optimal because… 64% IT professional are the experts 49% Need to focus on our core business unit mission 40% Security and compliance Decentralization is optimal because... 61% Each business unit undertands individual needs best 46% Less bureaucratic / faster results 43% More focus on innovation with business units Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms
  5. 5. Items That Improve Business Unit Decision-Making for IT 33% 38% 41% 44% 47% Case studies showing application of new technology Better explanation of total cost of solutions Better information for internal IT team so they can convey to business units Education on various pieces that make up a system or application Better explanation of benefits/downsides of technology Source: CompTIA’s Considering the New IT Buyer n=531 U.S. firms
  6. 6. Tech vendors/providers Peers/colleagues Business publications Tech publications Trade associations Peers/colleagues Tech vendors/providers Business publications Trade associations Tech publications Tech vendors/providers Peers/colleagues Business publications Tech publications Trade associations Tech vendors/providers Peers/colleagues Business publications Tech publications Trade associations Finance Marketing Sales Logistics/Operations Where LOB Buyers Source Technology Information Source: CompTIA’s Considering the New IT Buyer n=411 U.S. firms
  7. 7. 54% Consult with multiple vendors/third parties before buying 39% Research & finalize decision on own – before dealing with seller 3% Rely on third parties Understanding the LOB Customers’ IT Decision Process Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms
  8. 8. Who Pays for Business Unit Technology Purchases? Source: CompTIA’s Considering the New IT Buyer n=531 U.S. firms 39% 46% 15% Individual business unit Depends on type of technology IT department
  9. 9. 7% 36% 25% 27% 5% Less than a year 1-2 years 3-5 years More than 5 years Don't know In the last year, more than half of respondents (52%) tapped their own business unit budget to pay for between 15% and 44% of their department’s technology purchases Business Unit Technology Budget Trends Source: CompTIA’s Considering the New IT Buyer n=449 U.S. firms How Long Non-IT Business Units Have Maintained Own Tech Budget
  10. 10. Expectations for 2017 Business Unit Tech Budget vs. 2016 48% 40% 12% Somewhat/much higher About the same Somewhat/much lower Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms
  11. 11. 15% 32% 38% 14% 36% 26% 30% 8% 42% 20% 35% 3% Internal IT department Within our business unit Combination of internal IT and business unit staff Outside tech firm / third party Small Medium Large Management of Technology in Individual Business Units Which party handles implementation, integration and management of IT after initial purchase? Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms
  12. 12. Whose Budget Responsible for Ongoing IT Support Costs 30% 22% 46% 31% 29% 38% 26% 23% 46% Internal IT department Individual business unit Combination of IT and business unit budgets Logistics LOB Sales LOB Finance LOB Marketing LOB 46% Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms 26% 26%
  13. 13. Reasons for Staffing Tech Jobs Within Non-IT Business Units 31% 27% 16% 53% 53% 20% 13% 20% 17% 56% 61% 40% 24% 21% 16% 67% 50% 37% 14% 13% 23% 50% 46% 31% Tighter control of staff Cloud computing changed how buy/staff Decentralization happening companywide Easier collaboration Faster response time for support/projects Needed specialist IT staff does not have Marketing LOB Logistics LOB Sales LOB Finance LOB Source: CompTIA’s Considering the New IT Buyer n=675 U.S. firms
  14. 14. Types of Tech-Related Job Roles in Sales & Logistics Units Source: CompTIA’s Considering the New IT Buyer n=202 U.S. firms Sales LOB Tech Staff 32% Data analysts 30% Database administrators 25% Project management specialists 25% Business systems analysts 24% Security specialists 19% Software developers Logistics LOB Tech Staff 35% Project management specialists 31% Data analysts 30% Database administrators 26% Systems engineers 24% Business systems analysts 18% Software developers
  15. 15. Finance LOB Tech Staff 44% Data analyst 40% Systems administrator 24% Database administrator 23% Business systems analyst 23% Security specialist 19% Software developer 19% Data scientist 15% Cloud specialist Marketing LOB Tech Staff 45% Social media manager 39% Digital marketing manager 32% Systems administrator 31% Data analyst 30% Web analytics specialist 30% Content manager/ strategist 26% Marketing technologist Source: CompTIA’s Considering the New IT Buyer n=209 U.S. firms
  16. 16. 13% 14% 23% 31% 46% 50% Cloud computing changed how we view tech buying/staffing Tighter control of staff/team Decentralization of tech roles happening in company Needed type of specialist that IT department lacks Faster response time for support/project completion Easier and more efficient collaboration Reasons for Using Marketing-based Tech Staff vs Internal IT Source: CompTIA’s Considering the New IT Buyer n=125 U.S. firms
  17. 17. CONSIDERING THE NEW IT BUYER Thank You! Questions?

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