The Marketing Practice
The Enterprise Decision-Maker Index
What do decision-makers in the country's largest organisations think of your marketing? Which activities have a real impact?
The Marketing Practice's Decision-Maker Index is based on telephone research by independent market research firm Coleman Parkes Research. The interviews were conducted with over 100 senior decision-makers in FTSE 250 and major public sector organisations, combined with 20 in-depth conversations uncovering the experiences behind the statistics.
Amongst the key findings are clear demonstrations of the powerful position that existing suppliers are in with their current customers and the difficulties faced by IT organisations trying to break into new prospects.
- 77 per cent believe that the marketing approaches made by new IT suppliers are poorly targeted and make it easy to justify staying with the current supplier.
- On average, decision-makers receive 29 emails every day (less than a quarter are seen as relevant) and as many event invitations in a week as they attend in a year.
The research also gives key indications around topics including:
- The kind of job titles that the audience believes should be focused on more when promoting certain propositions.
- How peer-to-peer influencer relationships work in practice.
- The roles and effectiveness of various channels (from telemarketing and events to advertising and blogs) in the eyes of the decision-makers.
We deliver tailored briefings on the research findings and how they might apply to any projects you are currently planning; to find out more, please contact Paul Everett on 01235 833233 or at peverett@themarketingpractice.com.
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