Getting to “yes” requires accessing and influencing other key decision makers especially those in the finance department. And along the way, there are plenty of others who can say “no”.
April 2006BUSINESS INSIGHTS Contacts: IT Investment Decision Making Bob Tarzey Quocirca Ltd. Getting to "yes" and avoiding "no" Tel: +44 1753 855794 Bob.tarzey@quocirca.com Many technology sales cycles get bogged down in the IT department. Whilst it is unlikely that a sale will get anywhere without buy in from IT management, Clive Longbottom their approval is no guarantee of final success. Getting to "yes" requires Quocirca Ltd accessing and influencing other key decision makers especially those in the Tel +44 118 948 3360 finance department. And along the way, there are plenty of others who can Clive.longbottom@quocirca.com say "no" EXECUTIVE SUMMARY . Information Technology (IT) sits at the heart of the majority of modern business Very few businesses consider IT as a peripheral activity, or even a burdensome cost, the overwhelming majority consider it as a core value add to their activities . IT Managers are only the starting point for closing an IT sale When it comes to approving a major IT investment, the approval of the Managing Director will nearly always be required and when it comes to prioritising spending plans the Financial Director is omnipresent . Most business managers like to keep up to date with REPORT NOTE: technology developments This report has been written Finance managers think it is at least as important for them to keep independently by Quocirca Ltd about the IT investment decision making up to speed with technology developments as it is for IT managers, process and the influences on it. The but they prioritise sources of information differently report draws on Quocirca's extensive . The internet, trade shows, press and business reports all have knowledge of technology and its use their place, but you can forget the blogosphere in business, and provides advice on Peers and colleagues are considered essential sources of the approaches that IT vendors can information; finance managers are more likely than their take to the sales process. counterparts in IT to show up at a trade show, the latter are more The report draws on information likely to be sitting at their PC searching the internet with Google gathered from interviews with 300 senior financial, IT and marketing . Don't let the lure of the business press lead you to overlook the managers from UK businesses and IT trade press Quocirca would like to thank them All managers consider the IT trade press to be a useful source of for their time. information ahead of the daily papers and other business press. We would also like to thank the Few consider the Sunday papers to be useful for keeping up to sponsors of the research behind this speed with IT. Most are more likely to read their favourite report; Cohn and Wolfe and GCL. publications on line, rather than in print . Few managers have subscription based access to the services of analysts, but their reports are valued The majority of managers are prepared to pay for analyst reports, whilst few have access to subscription based services. Many seek out free analytical content on the internet especially those working in the public sector or smaller businesses An independent report by Quocirca Ltd. www.quocirca.com
www.quocirca.com Contents The IT sales and marketing challenge................................................................................... 3 It's the FD stupid...................................................................................................................... 3 Getting the message across................................................................................................... 5 A good read.............................................................................................................................. 5 Getting to "yes" and avoiding "no"....................................................................................... 7 Appendix 1 - Interview samples used in research .............................................................. 8 About Cohn and Wolfe............................................................................................................ 9 About GCL.............................................................................................................................. 10 About Quocirca................................................................................................... [download for more]
