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