Gartner Research

The SMB IT Buying Decision Process Is Spread Across Multiple Business Roles

Published: 31 October 2017

ID: G00343679

Analyst(s): Stephanie Baghdassarian

Summary

Small and midsize businesses represent a major share of any given country's economy. Technology business unit leaders who want to grow their market reach need to tailor their go-to-market strategy to efficiently address this major segment.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • SMBs have approaches to IT buying similar to those of larger businesses, requiring a multipronged approach to marketing and sales
    • Find out who is making the final IT purchase decision
    • Identify all those involved in the IT purchase decision process
  • The CEO-CIO executive couple becomes more important in IT purchase sign-offs as the business tenure increases, requiring varying approaches over time

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