The main buyers within IT tend to fall into four main categories. In various forms of sales literature, they come by many names, champions, coaches, and economic buyers for example. Here we can summarise them as:
1. Decision-makers: These individuals within the IT department have the authority to make purchasing decisions.
2. Influencers: While they may not have the final say, their opinions and recommendations carry weight and can influence the decision-makers.
3. Users: They are the end-users of IT products or services, and their feedback and satisfaction play a significant role in the purchasing decision.
4. Gatekeepers: They control access to decision-makers and can either facilitate or hinder the sales process.
1. Decision-makers:
These individuals within the IT department have the authority to make purchasing decisions.
Examples of decision-makers in the IT department include individuals with titles such as Chief Information Officer (CIO), Director of IT Services, IT Manager, Senior IT Manager, and Chief Technology Officer (CTO). These professionals are responsible for evaluating, purchasing, and overseeing the implementation of various software technologies to ensure the organization's success. In larger enterprises, decision-makers in the IT department can hold positions such as CIO, Director, Vice President, or Senior Vice President, while in smaller businesses, an IT manager may be responsible for the technology stack.
Some of these will be budget-holders, who are in charge of overseeing the financial resources of the IT department, play a crucial role in managing the department's budget. They are responsible for not only allocating funds for purchasing IT products or services but also evaluating the financial needs of the department and making strategic decisions to ensure optimal utilization of resources. By closely monitoring the budget and forecasting future expenses, these budget-holders contribute to the overall financial stability and success of the IT department.
2. Influencers:
While they may not have the final say, their opinions and recommendations carry weight and can influence the decision-makers.
IT decision-makers evaluate technology solutions based on several key factors, as highlighted in the search results:
Security and Reliability: IT decision-makers prioritize security and reliability as the leading reasons for selecting a vendor.
Business Needs and Flexibility: Addressing business needs, flexibility, and cost savings are also important factors in the evaluation of technology solutions.
Influence of Non-IT Stakeholders: Non-IT stakeholders play an increasing role in IT purchasing decisions, and the final IT purchasing decisions are often made by a group of stakeholders rather than a single individual.
Informed Recommendations: IT decision-makers assess software and other technologies, compare them with competitors, and make professional recommendations before passing them over to business decision-makers.
Interest in Emerging Technologies: IT decision-makers are interested in understanding the implications of emerging technologies such as artificial intelligence, cloud security, automation, big data, and hybrid work for their organizations.
Soft Skills and Communication: Recent data revealed that IT decision-makers need strong soft skills for effective communication, as 80% of them are involved in evaluating and recommending technology solutions.
Examples of influencers in the IT buying process include:
Non-IT Stakeholders: Non-IT stakeholders play an increasing role in IT purchasing decisions. Final IT purchasing decisions are often made by a group of stakeholders rather than a single individual.
C-level Executives, Line-of-Business Owners, and Business Managers: These individuals often influence major purchases internally, and their opinions can significantly impact the IT buying process.
Peers, Practitioners, and Colleagues: They serve as sources of pre-purchase guidance, education, and research. Their opinions can influence the IT buying process.
External Influencers: B2B buyers consult their peers and others, often on social media, when making purchase decisions. External influencers can include a wide range of individuals and sources.
Marketing, Business Development, Sales, and Finance Representatives: These individuals are part of the support network for IT decision-makers. They help scope out needs in the early stages and frame priorities for eventual business awards.
3. Users:
They are the end-users of IT products or services, and their feedback and satisfaction play a significant role in the purchasing decision.
In the buying process, users are the individuals who will use the product or service directly. They initiate the purchase process, generate purchase specifications, and evaluate product performance after the purchase. Users are highly analytical and detail-oriented, focusing on the technical specifications and features of a product. Their feedback and satisfaction are important factors in the purchasing decision. Users may include IT professionals, employees, or any individuals who will directly utilize the IT products or services within the organization.
4. Gatekeepers:
They control access to decision-makers and can either facilitate or hinder the sales process.
Gatekeepers in the buying process are individuals who control access to decision-makers and can either facilitate or hinder the sales process. They act as intermediaries between salespeople and the ultimate decision-makers within an organization. Gatekeepers can be executive assistants or associates of the actual decision-makers, and they are responsible for protecting their boss' time and capacity. Salespeople need to build trust with gatekeepers and not treat them as obstacles, but rather as allies in the sales process. Understanding and effectively working with gatekeepers is crucial for successfully navigating the sales process and gaining access to the key decision-makers.
