Enterprise Software

Goals

Obtain insights that describe the increasing role of the line of business (LOB) management teams when making technology purchasing decisions.

Early Findings

Line of Business Management Teams Purchasing Involvement

  • Based on the 2012 TechTarget media consumption study, "Marketing strategies vs. IT buyer demands," around 96% of all technology buying decisions need made by more than one employee.
  • Over half (51%) has over four personnel involved in the decision making process.
  • Around 71% off all final technology buying decisions were done by the IT leadership team and their members.
  • Insights from these numbers revealed that same size marketing initiatives to IT groups can unearth 5X as many sales prospects as those that were targeted at LOB personnel.
  • Only around 29% of technology purchasing decisions were done with more input from business teams.
  • Still, business teams still depend on the IT group before arriving at these choices.
  • Overall, there is an observation that the business is getting more involved in the technology buying process due to the increasing budget that they allocate to these purchases.

Summary of Findings:

We presented some insights that describe the increasing role of the line of business (LOB) management teams when making technology purchasing decisions.

Proposed next steps:

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