This IDC study presents the findings and recommendations from the 2013 IT Buyer Experience Survey. The study highlights the impact of the business buyer on the IT process and provides specific recommendations to marketing leaders on how to better serve the buyer and thus accelerate the IT buyer's journey by up to 40%. The analysis provides answers to the following questions: Who makes the IT buying decision? What vendor content is most valued by the IT buying team? What can vendors do to accelerate each stage of the IT buyer's journey?
"IT buyers want to cut nearly 40% of the time they take to make IT purchases," said Gerry Murray, research manager with IDC's CMO Advisory Service. "However, the trend is going in the opposite direction. IT buying teams are getting bigger and taking more time. IT vendors have a significant opportunity to reverse this trend by implementing marketing and sales activities designed around the IT buyer's journey. As buyers progress through the exploration, evaluation, and purchase stages of their journeys, their needs change radically. Vendors need to design their marketing and sales activities accordingly or risk delaying or losing revenue."