UK firms prioritise AI & sustainability in tech purchases

A recent report released by CCGroup has highlighted significant shifts in enterprise technology purchasing behaviours among UK-based companies. Titled "Understanding Enterprise Technology Buying: Lessons for Vendor Marketing," the study surveyed 200 technology decision-makers from various UK enterprises to ascertain their technology priorities, primary drivers for purchasing new technologies, and preferred marketing channels and content formats.

The report identifies a pressing need among enterprises to increase revenues as the top factor influencing technology purchases. This is closely followed by the necessity to stay abreast of technological advancements and improve operational efficiencies. Key technologies currently topping the corporate agenda include Artificial Intelligence (AI), automation, and private networks.

The study reveals that despite prevailing market conditions, UK enterprises are actively investing in new technologies, with healthy budgets to support these investments. On average, these enterprises have made five technology purchases in the last 12 months. Their top priorities over the coming year include boosting sales (33%), reducing operating costs (32%), and fostering growth through new business ventures or geographical expansions (30%).

Respondents indicated that 47% view revenue growth as the primary motivation for acquiring new technologies, while 42% cited the need to keep pace with technological changes and another 42% emphasised the importance of increasing efficiencies. Frequently discussed technologies within these enterprises encompass AI (73%), automation (69%), and private networks (69%).

Beyond technological considerations, the report illustrates that enterprises are also placing significant emphasis on vendors' sustainability and Diversity and Inclusion (D&I) policies during their Request for Proposal (RFP) processes. Two-thirds (68%) of organisations request a vendor's sustainability policy, while 60% seek information on D&I policies.

Moreover, channel partners play a crucial role in more than half (56%) of technology purchases, whether through indirect sales or a mixture of direct sales and channel partnerships. This underscores the importance of an integrated supply chain in the technology buying process.

The report highlights a growing diversity in the marketing channels and content types that enterprises consult when selecting technology vendors. The most influential channels for building vendor awareness are industry analysts (72%), business technology media (67%), and management consultants (67%). When it comes to vendor selection, live events, trade media, and peer recommendations hold equal importance at 67%, underscoring the need for vendors to maintain a robust presence in the industry.

According to Chloe Pope, Head of Next-Gen Connectivity at CCGroup, "Against a challenging macroeconomic environment, enterprise buyers are being much more considered when making technology purchasing decisions. It's essential for technology vendors to have fully integrated marketing programmes in place to ensure they aren't missing out on RFP opportunities. Reputation, sustainability efforts, and D&I policies are major factors that contribute to selecting vendor partners. Successful vendors not only need to showcase their market leadership and technology innovation, but they also need to clearly outline their business goals and workplace cultures."

CCGroup's comprehensive report provides valuable insights for technology vendors looking to navigate the complex landscape of enterprise technology sales. With the insights gathered from this study, vendors can better align their marketing strategies to meet the evolving needs and preferences of UK enterprises.