For IT Spending & Budgeting Professionals

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	June 20, 2006 SMB IT And Non-IT Decision-Makers Are Influenced By Different Parties Non-IT Execs Look Beyond IT Professionals For Advice by Michael Speyer with Tom Pohlmann, Katherine Brown

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Executive Summary

IT decision-makers and non-IT decision-makers in the small and medium-size business (SMB) market turn to different sources for product information, and their purchase decisions are influenced by different parties. Both groups turn to their respective peers and vendor Web sites for information, but IT execs lean toward IT sources, while non-IT execs like IT-neutral sources. For purchase decisions, IT execs are most influenced by IT professionals, value-added resellers (VARs), and systems integrators (SIs), while non-IT execs listen to people in trade groups and peers outside of IT. Given the diverse sources that IT decision-makers use, vendors must pick media outlets carefully. They must, however, also pay special attention to their own Web sites and channels because of their importance in the information gathering and decision-making processes, and because these are areas where vendors have direct control.

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