Help wanted: How executives engage with solution Providers in 2021

In April 2021, ITSMA conducted the first wave of our annual 2021 How Executives Engage Survey. Responding to the online survey were 426 senior IT and business executives at large enterprises who are decision makers or influencers for the purchase of complex, high consideration services and solutions with a value of $500,000 or more.

They answered questions about the top:

• Business priorities and technology investments
• Sources of information for keeping up with industry and technology trends
• Ways for engaging with solution providers

Additionally, we wanted to know what was most important to buyers when conducting research for their most recent solutions purchase. In addition to relevant content from a reputable solution provider that includes in-depth, thorough analyses and high-quality graphics, buyers continue to look to salespeople to be more consultative.

As a result of the disruption caused by the pandemic, some 40% of buyers:

• Have a greater need to tap solution providers for new and innovative ideas
• Are more interested in collaborating with solution providers for joint innovation

Put simply, buyers want help. And they are turning to solutions providers for that help.

In many cases, solutions providers are answering the call. We compared this year’s responses to responses from five years ago, and we see that solution providers are doing a much better job at providing buyers with more dynamic, relevant, and useful content. In 2021, more than 60% are providing relevant and useful content more often than not, compared with 46% in 2016.

Both marketing and sales are making progress in content personalization to connect with decision makers at large companies. Sales, in particular, is doing a great job listening to buyers’ needs, understanding them, and tailoring content, while marketing is answering the call with highly relevant, quality content in the formats executives prefer and working to educate sales and their own company’s executives to have meaningful conversations with clients.