TECH SUPPLIER Jan 2022 - Market Perspective - Doc # CA48465122

Birds of a Feather Redux: Segmenting IT Outsourcing Customers in Canada, 2021


Jason Bremner

This IDC Market Perspective compares the results of a cluster analysis of managed IT service adoption among Canadian organizations in 2021 with a similar analysis done in 2017. The objective of the study is to identify clusters of companies with respect to their use of managed IT services (i.e., outsourcing) to give service providers insights on different buyers, thus enabling them to develop specific go-to-market campaigns to address the needs of each buyer segment. The 2021 study revealed five distinct buyer segments representing significant proportions of Canadian organizations. The 2017 study also revealed five distinct buyer segments. Three of the segments found in the 2021 study were also found in the 2017 study.

"The presence of three clusters of IT outsourcing customers in both the 2021 and 2017 studies indicates that those clusters have staying power in the market, while the emergence of two new clusters related to end-user services indicates the importance that companies place on providing good support to their end users," says Jason Bremner, research vice president, Industry and Business Solutions at IDC Canada. "Managed service providers can use insights of these different buyer groups to craft better, more targeted account-based marketing and sales plans to maximize their revenue opportunity."



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