How IT Purchase Decisions Are Made—and by Whom
When it comes to making enterprise technology purchasing decisions, Millennial buyers, rather than Boomers and Gen Xers, are most likely to have the final say, according to a recent survey from the Arketi Group. The resulting report, "Not Your Father's Buying Decision: How Three Generations of B2B Technology Buyers Decide What to Purchase," indicates that relevant responsibilities are divided among the generations. Boomers are more likely, for example, to provide input to help evaluators and decision-makers with purchases. Gen Xers most commonly assess providers on the short list, while Millennials are most likely to research candidates for inclusion on that list. As for the research and intelligence needed to make these choices? All three generations greatly depend on input from analysts and internal colleagues. They also like to have face-to-face meetings with vendors while reviewing content on their Websites, in addition to reading case studies and customer testimonials. (The research and intelligence details are also broken down by generation, with results demonstrating that Boomers make the most use of these options.) More than 260 B2B tech purchasers took part in the research.