Money spent for new client acquisition yields less and less in the modern marketplace, and in turn, "share of wallet" has become a more relevant measure of success than "market share." Therefore, keeping and growing customers over time becomes more important than simply acquiring new customers. Indeed, selling existing clients more products or services, and doing so more frequently, should be the number 1 goal of any company because doing so yields higher returns. The total amount of money a customer can spend on a certain product category is a vital piece of information for planning and managing sales and marketing efforts. The Canadian IT Wallet is designed to deliver this key information and help Canada's IT community assess its wallet share.

The Canadian IT Wallet is an Excel pivot table providing clients estimates into the historical and expected technology spend of Canada's leading corporations. Segmented into hardware, software, services, telecommunications, and internal spend, the Canadian IT Wallet will provide Canada's IT community insights into its own position — and ultimately its own wallet share — within its key accounts and views into how that might change looking into 2013.

Over 2,200 business entities are included in the 2013 Canadian IT Wallet:

• Corporate entities: The Canadian IT Wallet will have approximately 600 unique Canadian-headquartered companies* plus approximately 1,600 multinational business entities operating in Canada.
• Segmentation: 39 vertical segments (no government/public sector accounts), public versus private, employee bands, Canadian-headquartered versus multinationals, and views into technology spend (hardware, software, services, telecommunications, and internal IT spend).
• *New company additions: IDC is willing to add up to 10 additional companies at the express wish of Canadian IT Wallet customers, dependent on availability of corporate metrics required to meet the IT Wallet's analytical requirements.

1. What is the IT investment focus of my top-tier accounts? How is this expected to change, and how do I need to structure my sales and partnering strategies to align with this focus?
2. What is the growth potential within my accounts? Where can I expect the biggest return for my sales investment?
3. How can I effectively track improved share of wallet? How can I show the success of my sales team in a declining market?
4. How can I increase my wallet share within an account — is there room for growth in my primary category of customer spend or do I have to do it by reducing competitive margins on ancillary products?

IDC's Canadian IT Wallet service arms IT vendors with an estimation of the dollar opportunities of approximately 2,200 enterprises operating in Canada. The research provided within this service allows vendors to:

• Understand the specific IT buying behavior and strategies of their customers and partners, enabling more targeted sales and marketing plans for named accounts
• Discover how much key accounts are spending on IT in their Canadian operations, enabling sales to allocate resources more effectively
• Tackle sales aggressively by identifying new Canadian prospects to grow their business and identifying ways to grow the value of existing customer

Throughout the year, this product will offer insight into the latest trends impacting the market. Potential studies include:

Fall 2012

In October 2012, IDC will deliver its views on spending allocations within the Canadian IT Wallet tool for the 2010, 2011, and 2012 calendar years. This deliverable will include spending priority estimates for over 600 unique Canadian buying entities, plus an additional 1,600 multinational companies operating in Canada.

Spring 2013

IDC will deliver an update to the October pivot table, with updated insights into the forecast spending estimates made in October 2012.