The Multi-Dimensional Decision: Rethinking How We Market to Enterprise Customers

"Anyone marketing or selling to large businesses knows that it is a complex and time consuming process. Additionally, enterprise decision-making processes are becoming more convoluted as new kinds of decision-influencers weigh in on a variety of buys. Many technologies and services are becoming more mobile and, therefore, more personal. As such, the needs and preferences of end-users and line-of-business managers matter more now than they ever have."

Business IT expenditures consist of investments on services, equipment, applications and personnel to develop, manage and support a firm's IT infrastructure and communications. This market consists of six categories: computer hardware, applications, network hardware, telecom, IT personnel and outsourcing & 3rd party services. Business telecom consists of business expenditures on telecom services, such as wireline and wireless voice, data services and VPNs, as well as managed services provided by a telecom operator. Enterprise Businesses are those businesses with 1,000 or more employees across all locations.