Enterprise technology purchasing has changed and continues to evolve, but whether that evolution occurs rapidly enough to meet the demands of digital transformation remains to be seen.
A 2022 Gartner survey revealed that 62 percent of recent technology purchases failed to meet respondents’ expectations; only 13 percent said that their purchase both met their expectations and that they did not settle when it came to making their final technology selection to purchase. Still, 85 percent of respondents said they received value from their purchase. What’s behind this disconnect between satisfaction and perceived value? Most often, the answer can be found in the technology purchase process.
In this episode, Hank Barnes, Chief of Research on the Gartner Tech & Service Provider team, who focuses on enterprise technology buying behavior, speaks with ThinkCast’s host Karen Stokes Lockhart, Expert Partner, about the challenges tech purchase teams face, how to navigate increasingly complex purchase processes and when to ask for help.
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Opening Thoughts
High-Regret vs. No-Regret Tech Buyers
What’s Driving Tech Buying Frustration?
Where Does the Tech Purchasing Process Most Often Fall Apart?
How to Achieve Alignment or Consensus Within the Buying Team
Essential Perspectives or Roles to Include in Every Tech Purchase Team
The Importance of Extreme Focus Throughout the Purchase Process
Change Enablers vs. Efficiency-Minded Buyers and How to Read Your Org’s Dynamics
How to Approach Requirements Setting
Hank Barnes | Distinguished VP Analyst
Hank Barnes is a Chief of Research, focused on Enterprise Buying Behavior, in Gartner's Tech and Service Provider team. Mr. Barnes guides Gartner's research efforts to understand the dynamics, challenges, and frustrations enterprises face when buying technology products and services. The research shapes our advice to those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs--with a goal of helping them make better, faster decisions and improved execution plans to drive success for their customers and their business.
Hosted by: Karen Lockhart
Gartner ThinkCast puts you at the intersection of business and technology with insights from the top experts on how to build a more successful organization, team and career in the digital era. Join us to get your competitive advantage.
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Gartner is an impartial, independent analyst and advisor. All content provided by other speakers is expressly the views of those speakers and their enterprises. The information on Gartner ThinkCast should not be construed as a Gartner endorsement of any enterprise’s products or services.
