The 2013 IT Decision Makers Study interviewed 228 IT decision makers, from small / medium businesses (SMBs) to enterprises across all key industry verticals. L.E.K. Consulting offered us an early look at the findings, which deserve consideration as you develop your IT sales and marketing strategy for 2014.
The Bottom Line
- Shape and expand your marketing messaging and sales conversations to speak to the multiple roles involved in the decision making process. Doing this can help significantly drive decisions stalled in “committee” to “yes.”
- Deliver financial justification so essential in convincing ever more influential business decision makers to make faster decisions with less need for discounting. In the beginning of the decision making cycle, this means quantifying the cost of business-as-usual challenges for each stakeholder. Later in the cycle, it is important to deliver more formal business cases quantifying the benefits, ROI and fast payback and lower TCO.