This IDC Survey document examines the composition of future enterprise buyers in Canada. The objective is to understand how organizations are acquiring technology during the COVID-19 pandemic and how that purchase behaviour is shifting in a digital-first world.
Using a cluster analysis of the survey respondents from IDC Canada's Business and IT Advisory Panel, IDC created a segmentation model of Canadian organizations. The cluster analysis revealed four future enterprise tech buyer segments. The characteristics that distinguish the segments relate to IT purchase dynamics, spending priorities, and internal decision making and how vendor selection is influenced. The primary research was conducted in June 2021, with a total sample size of 360 respondents. Organizations of all sizes and regions are represented in this survey, with a mix of both IT decision makers and line-of-business decision makers.
The findings of this document will be valuable to marketing and sales professionals at technology suppliers who are targeting tech buyers and are looking to optimize their go-to-market plans, channel strategies, and messaging to Canadian organizations.