“Our research on the cloud buyer’s journey shows members of the buying collective turn to internal tech experts early and often,” said Spiceworks researchers. What’s more, while both ITDMs and BDMs both tend to seek out the same information, ITDMs are more likely to consume marketing content than BDMs, and they are significantly more likely than BDMs to engage with tech marketing through webinars, in-person and virtual conferences, online communities, social networks and blogs, show Spiceworks findings. These types of marketing engagements cannot be underestimated, as it’s estimated that 70 percent of the buyer journey takes place before a sales engagement, said the Spiceworks report. Overall, 59 percent of all decision makers said they do the majority of their tech purchase research online, without speaking to a salesperson. Among ITDMs specifically, 64 percent said they avoid engaging with sales during this process (vs. 52 percent of BDMs). Among small businesses, three-quarters of ITDMs prefer researching primarily online without talking to sales. Cloud Gatekeepers While it’s true the initial evaluation of a new IT service may stem from a problem experienced by BDMs and the line-of-business end users who report to them, ITDMs largely remain the gatekeepers for new cloud solutions. Spiceworks’ analysis of the levels of engagement by ITDMs vs. BDMs throughout the various stages of the BUYERS SIDE 18 CHANNELV ISION | SEPTEMBER - OCTOBER 2022 Source: Tripwire, 2019 ITDM vs. BDM: When decision makers are involved during cloud buyer’s journey Source: Spiceworks ITDM vs. BDM: The most want d information during the cloud buyers jou y 65% 70% 68% 33% 47% 37% 58% 20% 27% 38% 22% 30% 36% 44% Determine need Evaluate solutions /vendors Recommend solutions/vendors Approve funds ITDM BDM Make final decisions Approve purchase Implement/ manage solutions Source: Spiceworks Transparent pricing information Detailed product or tech specs Product demo/ walkthrough Deployment guides Side-by-side feature comparisons High-level summaries Conversation with solutions architect Compliance (e.g, GDPR, HIPPA, SOX, PCI) ROI/TCO estimates 59% 51% 58% 49% 58% 47% 58% 46% 53% 48% 50% 44% 50% 42% 49% 38% 47% 40% ITDM BDM Source: Tripwire, 2019 ITDM vs. BDM: When decision makers are involved during cloud buyer’s journey Source: Spiceworks ITDM vs. BDM: The most wanted information during the cloud buyers jouney 0 10 20 30 40 50 60 65% 70% 68% 33% 47% 37% 27% 38% 22% 30% 36% 44% Determine need Evaluate solutions /vendors Recommend solutions/vendors Approve funds ITDM BDM Make final decisions Approve purchase m Source: Spiceworks Transparent pricing information Detailed product or tech specs Product demo/ walkthrough Deployment guides Side-by-side feature comparisons High-level summaries Conversation with solutions architect Compliance (e.g, GDPR, HIPPA, SOX, PCI) ROI/TCO estimates 59% 51% 58% 49% 58% 47% 58% 46% 53% 48% 50% 44% 50% 42% 49% 38% 47% 40% ITDM BDM
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