Research
Role & Influence of the Technology Decision-Maker
In its 17th year, the Role & Influence survey shares trends and insights into who’s involved in the technology purchase process, factors that cause decision-making to stall, and the information sources IT buyers rely on.
Read the full Role & Influence white paper
say they are more likely to consume content from trusted brands.
work with vendors to help them develop the business case around their investment in the technology.
say that when all stakeholders are aware of a brand it makes the internal sell through process easier.
Key findings
Crafting content strategies for the entire tech buying ecosystem
With an average of 26 influencers involved in tech purchases, vendors can no longer afford to speak to just one stakeholder. Today’s buying committee is complex, cross-functional, and demands messaging that resonates at every level.
To succeed, tech marketers must:
-
Align messaging to multiple roles—from CIOs and security leaders to line-of-business heads and procurement
-
Support internal selling with content that different stakeholders can champion
-
Deliver relevance at scale across job functions, departments, and regions
Meeting buyer expectations means delivering content at every stage
With nearly seven pieces of content downloaded on average during the purchase process, IT decision-makers are clearly signaling that a single asset won’t cut it. To influence a complex, multi-role buying group, vendors need to deliver tailored content across every stage.
What tech marketers should keep in mind:
-
Early-stage content (like research reports and thought leadership) helps frame the business need
-
Mid-stage assets (such as product comparisons and case studies) assist teams in narrowing options
-
Late-stage materials (like ROI calculators and implementation guides) empower internal champions to gain buy-in
AI isn’t just shaping products—it’s shaping how IT teams buy them
Nearly all IT decision-makers report that AI has had at least some influence on their organization’s purchase process. From how solutions are evaluated to who’s involved in the conversation, AI is altering the buying journey in real time.
What this means for tech marketers:
-
AI fluency is now table stakes—buyers expect vendors to speak confidently about AI’s impact and use cases
-
AI-enabled tools are changing evaluation behaviors—buyers are researching faster and asking more sophisticated questions
-
Cross-functional input is rising—AI touches more roles, requiring content that connects business and technical priorities