A Holiday Miracle?
Hank Barnes
Chief of Research-Tech Buying Behavior, Gartner - Exploring the Challenges and Opportunities Surrounding Tech Buying Decisions
As we get into the holiday season I'm seeing some interesting signs that buying may finally be getting better. Now, let's be clear, even with the improvements there is much work to do on both sides, but I'm encouraged by some early returns from our latest study that is still in the field.
The study is the second run of our business buyer study. All of the respondents have to report to one of six functional areas (Finance, HR, Supply Chain, Sales, Marketing, or Customer Service) and be involved in the purchase of software to support their functions mission.
So far, we've collected about 2/3s of our target (over 3000 total respondents) and if the last 1000 are similar to these will see improvements (I won't call them significant until we can prove that statistically) in many areas.
We also will have data to show that diverse buying teams deliver better results (something we've felt given decision making research), but never had direct data. We will now.
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I'm hopeful that these signs won't take a dramatic turn as the last 1/3 of our data comes in. I don't really expect it to. (On a related note, a buying study specifically about security related purchases also reflected some of this positive movement. I equated it with more involvement from "traditional buyers," but this emerging data may imply there is more to the story.
We'll be ready to talk about and publish lots of really interesting findings in the new year, so stay tuned.
As this will be my last article this year. Happy holidays to everyone and thanks for following and engaging with me. Together, we can all make buying better.
The articles in this newsletter do not follow Gartner's standard editorial review. All comments or opinions expressed here are mine and do not represent the views of Gartner, Inc. or its management.
Biz Dev Manager at Lynkread | LinkedIn Lead Generation | B2B Authority & Reputation Building | Strategic Messaging | Driving Meaningful Engagement | Boosted Client Visibility by 45% | 20% Increase in Qualified Leads
2 个月Absolutely, the evolving landscape of tech buying is promising. The next generation of buyers is leveraging data analytics and AI to make more informed decisions, which is a significant shift from traditional methods. Additionally, their emphasis on sustainability and ethical sourcing is reshaping industry standards. It's exciting to see how these trends will drive innovation and accountability in the tech market.
This is really great news going into the New Year! With High Quality Deals as all time lows, hopefully we've hit the bottom. We definitely see tech GTM leaders paying attention to the purchase pessimism metrics, however investments are constrained and change is slow to respond to such a critical challenge.
Principal BenefitScape | Bringing Best in Class Benefit Administration and Compliance via your HCM
2 个月Merry Christmas Hank, Look forward to seeing your 2025 analysis. BTW, AI Agentic looks a lot like EDIFY of yore. Ghosts of Christmas past?
Product Marketing @ TestBox | Storyteller & Strategist for B2B SaaS
2 个月Excited for these results!
Author "Sales Manager Survival Guide," CEO at Partners In EXCELLENCE, Ruthless Pragmatist
2 个月And Hank, I thought you were going to put several lumps of coal in my stocking! Can't ait to see the results!