CIO State of Mind

UBM Tech Copyright 2014. All Rights Reserved. 2014 UBM Tech CIO Research. Page #
The CIO State of Mind –
How to Successfully Engage with CIOs
UBM Tech CIO Research,
June 2014
UBM Tech Copyright 2014. All Rights Reserved. 2014 UBM Tech CIO Research.

UBM Tech Copyright 2014. All Rights Reserved. 2014 UBM Tech CIO Research. Page 2
The Evolving Role of the CIO
• CIOs now securely have a seat at the table of the
highest levels; the era of trying to prove the value of
IT is over
• Shift IT to a digital mindset: CIOs must take
charge of their companies' digital strategy and
execution when working with the CEO and other key
business executives
• Focus the IT organization on growth: Shift the
balance of IT spending from operational to new
development and innovation
• Make IT more agile: Execute faster on key IT
business initiatives; shorten the time from idea to
deliverable
• Rethink the IT architecture: IT leaders hotly debate
the exact “how” – public, private, or hybrid clouds –
but they agree IT orgs must reinvent the way IT gets
delivered to customers
• LOB are getting more involved in IT buying –
(CMOs, Chief Sales Officers, Chief Data Officers)
– CIOs need to oversee these groups to ensure
they’re thinking through all details

The CIO State of Mind
2014 UBM Tech CIO Research
• UBM Tech surveyed 150 senior level IT executives including CIOs, CTOs, EVPs, and VPs
• Survey was conducted online in May of 2014
• Research provides insight on top concerns and issues weighing on the minds of senior level IT executives
55%45%
Respondent Breakout by Title Respondent Breakout by Company Size
(# of Employees)
47%
19%
21%
13%
CIO, CTO, CSO, CSIO,
Chief Tech Architect
EVP/SVP/VP of
IT/IS/Networking/Services/
Telecom
1,000+
100 - 499
Under 100
500 - 999
Organization’s Total Annual Revenue
38%
34%
19%
9%
Over $1 Billion$49.9 Million and below
Government/Nonprofit
$50 Million to $999.9 Million

Profiling Today’s CIO / CTO
1) Planning and delivering projects
2) IT leadership and talent
3) Innovation/strategy
4) Managing vendor relationships
5) Learning/education
feel they are a source of
information that others turn to
for IT strategy and technology
purchase guidance
76%
Average number of
CIO/CTO posts held:
2.4
50%50%
50% promoted from within; 50% hired from outside
Promoted within; posts held
1) VP of IT
2) IT Director
3) IT Manager
Hired from outside; posts held
1) CIO/CTO
2) VP of IT
3) IT Director
Average number of
IT experience: 30
What average
day looks like

Spending Outlook
CIOs Optimistic When It Comes to IT Spending
10%
27%
21%
25%
6%
7%
4%
Up more than 10%
Up 5% to 10%
Up less than 5%
Flat
Down less than 5%
Down 5% to 10%
Down more than 10%
58%
Expect IT spending
to increase in
2014 vs. 2013
Q: How do you think IT spending for your
organization will compare this year
versus 2013?

Business: Pain Points
Lowering Costs, Network Uptime, IT Innovation and Security Breaches
Lowering IT and business costs
Ensuring system and network uptime
Delivering IT innovations that provide a competitive advantage
Guarding against security breaches
61%
51%
49%
47%
Q: What are your organization's main
challenges or pain points?

CIOs: Sleepless Nights
Not Enough Innovation and Resources
Q: As an IT professional, what
keeps you up at night?
Half would like their
IT organization to
spend more time
on innovation
Our IT organization doesn't spend enough time on innovation
Our IT organization doesn't have adequate financial resources
Our IT organization can't keep up with security threats
Our IT organization doesn't have the right skills
Our IT organization isn't in sync with our company's business units
Our IT organization isn't in sync with our customer's needs
49%
42%
32%
26%
24%
19%

IT Priorities
Mobile and Security Tops the List
Q: How do you primarily determine your organization's IT priorities?
What are your IT priorities over the next 12 to 18 months?
Do more with mobile applications and devices
Improve security
Do more with data analytics
Virtualize more of our infrastructure
Move more of our systems to the cloud
54%
53%
46%
34%
33%
What's required
to serve
customers
45%
Demand of
business unit
leaders
35%
Regulatory
compliance/legal
issues
17%
The Path to Selecting Priorities

In Peers CIOs Trust
75% Peers CIOs turn to:
Q: How much do you turn to or rely
on peers for input when you are
making technology decisions?
Who are the peers you turn to for
this feedback?
Rely heavily on peers for input
when they are making technology
decisions
CIO/CTOs or VPs of IT at other companies
Corporate management at own company
Corporate management at other companies
IT management at own company
IT management at other companies
69%
46%
20%
57%
35%

Purchase Process
CIOs Involved Throughout …
Determining the
need to purchase
Defining
requirements or
architecture
Evaluation /
Recommendation
Selection
Authorization /
Approval
Implementation
71%
73%
66% 65%
59%
51%
Q: At what stage(s) do you get involved in
the technology purchase process?

…But So Are Many Others Across the Organization
Make Sure You’re Reaching and Engaging with ALL the Influencers
Q: Which job function or title would you say is primarily responsible for each stage of a
technology purchase (regardless of whether that job title describes you or not)?
Average number
of people involved
in purchase:
12
27%
21%
16%
25%
62%
11%
41%
47%
40%
49%
16%
33%
8%
24%
34%
12%
3%
52%
25%
9%
10%
13%
20%
4%
Determining the need to purchase
Defining requirements or architecture
Evaluation/recommendation
Selection
Authorization/approval
Implementation
Executive IT (CIO, VP of IT) IT Management IT Staff Any corporate (exec, LOB or staff)

The Ultimate Decision Maker: CIOs
But Collaboration Across Org is Critical
73%
say their LOB or corporate management
counterparts are important to them when it
comes to making tech decisions
Q:
Who within your organization has the
ultimate decision making power for
technology purchases?
How important are your line of business
or corporate management counterparts to
you in making tech decisions?
64%
10%
26%
CIOs/VPs
IT management
Executive corporate
management

Large Technology Purchases
Collaboration Across the Organization
Peers within Executive IT team
IT management
IT staff
Executive corporate management
Corporate/LOB management
LOB staff
68%
63%
42%
39%
29%
13%
Q:When making a large technology purchase,
who would you say is in your corner, working
with you to make the tech purchase?

Authorization
In Command of the Purse Strings
Q: At what point does a tech purchase require
authorization from the company’s CIO?
$1 million to $4.9 million
$5 million to $9.9 million
$10 million
or more
13%
7%
19%
31%
30%
Any dollar amount
There's no specific dollar amount;
other factors influence whether a
CIO should be involved or not

New Technology Purchases
CIOs Tend to Get Involved
65%
26%
9%
IT executive level
title usually or
always gets
involved for new
tech purchases
IT executive level
sometimes gets
involved for new
tech purchases
It depends on
what the
purchase is
Q: If a technology purchase is for a new technology, is it
imperative that the CIO or other IT executive get involved,
as opposed to when the purchase is for an upgrade or
related to an existing technology within the organization?

Editorial or Media
Company Source
Webinars 1
Digital magazines/e-books 2
Research reports 3
White papers or case studies 4
Editorial online communities 5
Executive events (e.g. roundtables, conferences) 6
Email/Electronic newsletters 7
Trade shows 8
Blogs 9
Slideshows 10
Video 11
Social media 12
Infographics 13
Intelligence Gathering
CIOs Rely on a Mix of Content Sources to Keep Them Informed
Top EDITORIAL Sources Used
1
Webinars
2
Digital magazines/
e-books
3
Research Reports
Rely Heavily On:
Q:
As part of your work-related information
gathering, which of the following info sources
have you used within the past 12 months?
Marketers should strike a
balanced, integrated mix of paid,
owned, earned initiatives

Technology Vendor
Source
Webinars 1
Vendor websites 2
White papers or case studies 3
Trade shows 4
Research reports 5
Email/Electronic newsletters 6
Executive events (e.g. roundtables, conferences) 7
Digital magazines/e-books 8
Sponsored content (e.g. ads, advertorial) 9
Vendor-based online communities 10
Slideshows 11
Video 12
Blogs 13
Infographics 14
Q:
As part of your work-related information
gathering, which of the following info sources
have you used within the past 12 months?
1
Webinars
2
Vendor websites
3
White papers or
case studies
Rely Heavily On:
Intelligence Gathering
CIOs Rely on a Mix of Content Sources to Keep Them Informed
Top VENDOR Sources Used
Marketers should strike a
balanced, integrated mix of paid,
owned, earned initiatives

UBM Tech Copyright 2014. All Rights Reserved. 2014 UBM Tech CIO Research. Page #
The CIO State of Mind –
How to Successfully Engage with CIOs
• Role of the CIO continues to evolve
• While the CIO is the ultimate decision maker,
the purchase process is extremely
collaborative—ensure your marketing strategy
reaches across all influencers
• CIOs rely heavily on peers for input when they
are making technology decisions—include
peer reviews and testimonials in your content
assets
• Be mindful that the purchase process for new
technologies is different: CIOs and IT
executives tend to get involved
• CIOs use many different editorially-driven and
vendor-driven sources—have a strong,
integrated paid, owned, earned media
strategy to ensure all your bases are covered
UBM Tech Copyright 2014. All Rights Reserved. 2014 UBM Tech CIO Research.

CIO State of Mind

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