The document summarizes the results of a survey of over 3,800 technology decision-makers about the modern technology purchasing process. It found that the buying committee now involves 4 or more functional groups and that end-users influence 41% of decisions and provide input for 77% of professionals outside the committee. Additionally, 78% of buyers require education after a purchase to sustain or change their IT ecosystem. The key takeaways are to target all decision-makers, reach end-users who influence purchases, and provide ongoing education to retain customers.

3. Taking a Deeper Look at Today’s Empowered Tech Buying Process
Beneath the Surface

4. So what’s beneath the
technology purchasing surface?
​We surveyed 3800+
​technology decision-makers globally.

5. Engineering Operations
IT
Finance
Accounting
Project Management
Support
Sales
Business Development
Marketing
Purchasing
External Consultants
Navigating the New
Buying Committee
4+
Functional groups
can be involved at each stage
2to 4
Pieces of content
at each stage of the purchase
journey

6. 70%
Users
41%
Decision-making
Body
77%+
of professionals
buyers look outside
the buying committee
for opinions
8 in 10
51%
of decision-makers sought
input on technology
solutions from end-users
The Power and Influence of End-users

7. 25%
(% who shortlisted a
“new” vendor)
78%
of buyers require
education to
sustain or make a
change to their IT
ecosystem
The Power of Post-purchase Engagement
40%
50%
60%
70%
80%
90%
Needs Specs/Funding Vendor Choice Implementation Management Renewal
Hardware for End-users
Software for End-users
Hardware for Data Centers
Software for Data Centers

8. Go Deep.
Target beyond the
ITDMs to reach all of the
decision-makers.
Go Wide.
Reach the end-users
who influence the
purchase.
Go Beyond the Sale.
Actively market and
educate to retain your
customers business.
Conquering Complexity : Key Takeaways