Role & Influence of the Technology Decision-Maker

The 2024 Role and Influence of the Technology Decision-Maker Study by Foundry highlights the evolving complexities in IT purchasing. With 65% of IT decision-makers (ITDMs) acknowledging increasing complexity in tech purchases, vendors are playing a crucial role in providing early-stage guidance. However, younger generations, particularly Gen Z, are less reliant on traditional sources, indicating a shift in information consumption. IT budgets remain strong, with 87% of ITDMs expecting budget stability or increases. Additionally, buyers are more open to considering new vendors, prioritizing innovation and feature-rich solutions over brand loyalty.

Key Findings:

Buying Process & Vendor Influence

• The average buying cycle is 6.1 months, longer in APAC (7 months) and shorter in EMEA (5.2 months).
• 94% of ITDMs need vendor assistance at some point, mainly during technical requirement determination (43%) and product evaluation (46%).
• A growing number of stakeholders are involved in purchases, with 28 people on average, up from 25 in 2023.
• CIOs, IT management, and CTOs are the most influential roles in tech purchase decisions.

Generational & Content Consumption Trends

• Younger ITDMs (Gen Z and Millennials) rely more on YouTube, Instagram, and TikTok, while older professionals prefer LinkedIn and tech content sites.
• The average buyer consumes 7 content assets during decision-making, up from 5 in 2019.
• 95% of ITDMs watch tech-related videos, with streaming media becoming a major educational tool.
• Podcasts are growing, with 61% of ITDMs listening to business-related episodes, increasing to 73% among Gen Z.

Challenges & Barriers

• Skills shortages (41%) and government regulations (32%) are the top internal and external barriers.
• Product evaluation and technical requirement stages are where purchases often stall.
• Decision-making complexity highlights the need for vendors to offer clear, credible, and accessible content tailored to different roles and age groups.

This study underscores the importance of adapting IT marketing strategies to align with shifting generational preferences, the increasing role of vendors, and the demand for engaging, high-quality content.