TECH SUPPLIER Sep 2021 - IDC Survey Spotlight - Doc # US47137821

The Reality Facing B2B Marketing and Sales: Field Sales Is a Shrinking Role

By: Laurie BuczekResearch Vice President, CMO Advisory Practice


This IDC Survey Spotlight explores the growing preference that B2B technology buyers have for digital mediums to find information and engage sales and the associated impact this has on the role of field sales and marketing's responsibility within the customer journey. It explores the relevance of human-to-human engagement in the buying journey. The IDC Survey Spotlight provides growing evidence to support an expanded role for B2B marketers to play.

This IDC Survey Spotlight includes data from IDC's 2021 B2B Tech Buyer Survey and compares against data from IDC's 2020 B2B Tech Buyer Survey. It provides results and analysis from a survey of 350 B2B technology decision makers, director level or above, in the United States and Canada. Tech buyers came from a variety of industries including financial, manufacturing, healthcare, technology, telecommunications, utilities, and retail with a range of total value of information technology investments from $25,000 to $5 million or more. 44.9% of respondents are employed in organizations with up to 999 employees, 36.9% are in organizations with 1,000-4,999 employees, and 18.3% have 5,000+ employees. The products and technologies that 48.6%+ of respondents have been personally involved with include emerging technologies (i.e., artificial intelligence, machine learning), internal collaboration and workforce management, marketing and sales technology, networking and security infrastructure, datacenter and telecommunications infrastructure, technology services, on-premises or cloud software, and computer hardware.

"B2B tech buyers are undeniably digital first and digital always in their engagement with vendors. Winners and losers in the technology vendor space will be separated by how quickly traditional lines of demarcation between marketing and sales give way to an orchestrated digital journey conducted by marketing and field sales using intelligent insights to engage at the best moment," says Laurie Buczek, research vice president, CMO Advisory Practice.


Subscriptions Covered

CMO Advisory Service

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Topics Covered

Market intelligence, Marketing operations, Sales operations

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