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THE STARTING LINE
01
IT BUDGETS: SLOW &
STEADY
02
TECH HURDLES ON
THE HORIZON
03
HOW TO BECOME A
MARKETING CHAMP
04
CLOSING CEREMONIES
3
00
CHAPTER
4
ON
YOUR
MARK...
Why cant Pete, IT manager, get approval for
those sweet new SSDs? And whats the hold-up
with those company-wide software upgrades?
It looks like budgets in 2015 will be slow to Early 2014. A weak start to the year. While For tech marketers, its a challenging reali-
react to the starting gun. athletes were winning gold at the Winter ty to face: Selling to IT pros with shoestring
Olympics, most IT budgets... seemed to budgets that are slowing their purchase
Fortunately, theres plenty marketers can do to
miss the starting gun. Couple that with potential. But dont throw in the towel just
adjust their 2015 campaigns and coach buyers
global economic uncertainty leading into yet; Spiceworks tech marketing experts
to the purchase finish line. But what exactly
2015. Whats it all mean? You guessed it: are here to help. We suggest focusing your
is causing sluggish budget growth? Lets travel
Restrained global IT budgets over the marketing strategies on cost savings and
back in time
coming 12 months. productivity gains for tech buyers in 2015.
Only a third of IT pros expect marketers and IT pros alike can still go
for the gold.
their budgets to pick up speed
in 2015.
KEY HIGHLIGHTS
GIVE ME THE 30 SEC RE- CAP
MEET PETE, 1 Over half of IT pros surveyed 3 IT is cramping up: Aging hardware
said their companys revenue would and software will force many IT pros
IT MANAGER
increase in 2015. Unfortunately, the to spend more on IT refreshes vs. new
same cant be said for IT budgets that projects. Over half of PCs on the Spice-
are still running at their 2014 pace. works anonymized aggregate network
are more than four years old (in tech
2 Only a third of IT pros surveyed
years, thats ancient).
expect their budgets to pick up speed
in 2015. This is a decrease from the 42% Further, more than a third of respondents
who indicated a budget increase in our will need to migrate from Windows Server
State of IT survey published in Q2 2014. 2003 due to its end of life in July 2015,
In addition, only one quarter of IT pros making upgrades a top priority for many
said their IT department would add IT pros.
new employees.
Tech marketers can go from passive viewer
to interactive instructor. A few strategic tips
and youll be sharing a place on the podium
with IT buyers.
5
CHAPTER
01
6
REVENUE CHANGE FROM 2014 TO 2015
58% 59%
57%
9% 10%
15% 15%
13%
8%
TOTAL NA EMEA
Were working up our budget for next year now, and I expect it will be flat. Were
TECH INSIGHTS
looking to retire our last SBS [Small Business Server] 2003 system hopefully by the
end of this year, but certainly before July. Ive got about a dozen other initiatives on
the wishlist for next year including a server virtualization project. Several should
actually save us money or be cost neutral, so shouldnt be a problem, but I dont
expect to get more than a couple of the rest. - Kevin, IT Manager 7
FOCUS ON SPEND(ING)
Where are IT pros focusing their spend Its no surprise that the top priorities for
in 2015? Client hardware still takes the 2015 IT budgets are laptops/desktops
gold (41%) with software projects in the (44%) and software (42%) which aligns
silver position (33%). Hosted/cloud- with plans for IT budget allocation for
Its no surprise that the top priorities based services projects and managed 2015. And the final standings are
41% 42%
39%
33% 34% 33%
TOTAL NA EMEA
42% 32%
46% 29%
Software Security
42% 27%
40% 30%
48% 21%
33% 21%
36% 29%
Virtualization Mobile
34% 13%
34% 14%
32% 10%
32%
35%
26%
8
HARDWARE
Steady budget pace? Sure. But good Servers top the chart for new
old-fashioned hardware is still in Petes purchases followed by networking
purchase arena. Of the 41% average (wireless, routers, switches), tablets/
hardware budget allocated, desktops mobile devices, and external storage.
Servers top the chart for new purchases (19%) get top ranking followed by servers
(18%), laptops (14%) and networking (9%).
followed by networking mobile devices,
and external storage.
22%
20% 19% 19% 20%
17%
15% 15% 14%
10% 10% 9% 9%
8% 7% 7% 7% 8%
NEW VS. RECURRING HARDWARE IN 2015 NEW VS. RECURRING HARDWARE IN 2015
PERCENTAGE OF TOTAL RESPONDENTS PERCENTAGE OF NORTH AMERICA RESPONDENTS
Servers Servers
37% 37% 19% 7% 42% 35% 18% 5%
Networking Networking
Tablets/mobile Tablets/mobile
32% 26% 33% 9% 33% 23% 36% 8%
Desktops Desktops
29% 52% 13% 6% 30% 27% 33% 10%
Laptops Laptops
26% 53% 14% 7% 29% 51% 14% 6%
NEW RECURRING NOT APPLICABLE DONT KNOW NEW RECURRING NOT APPLICABLE DONT KNOW
PURCHASE STRETCH #1 What factors do IT pros like Pete take into consideration before the hardware purchase
gun even fires? According to respondents, the top considerations are reliability, value
and service/support.
9
HARDWARE (CONTD)
External storage
31% 22% 38% 9%
Tablets/mobile
30% 34% 26% 10%
Networking
29% 41% 24% 6%
Servers
28% 44% 24% 4%
Desktops
23% 59% 11% 7%
Laptops
21% 58% 14% 7%
SOFTWARE
Software might be the win/win of 2015. Of And IT pros can save a bundle. Of new pur-
the 33% average software budget allocated, chases, virtualization ranks top followed by
marketers can really motivate buyers with OS, backup/disaster and productivity.
campaigns that emphasize OS upgrades
(17%), productivity projects (16%) and
Software might be the win/win
virtualization services (14%).
of 2015.
TOTAL NA EMEA
10
NEW VS. RECURRING SOFTWARE INVESTMENTS NEW VS. RECURRING SOFTWARE INVESTMENTS
PERCENTAGE OF TOTAL RESPONDENTS PERCENTAGE OF NORTH AMERICA RESPONDENTS
Virtualization OS
24% 37% 31% 8% 26% 51% 16% 7%
OS Virtualization
Productivity Productivity
NEW RECURRING NOT APPLICABLE DONT KNOW NEW RECURRING NOT APPLICABLE DONT KNOW
Virtualization
Backup/Disaster recovery
21% 47% 26% 6%
Productivity
OS
19% 52% 21% 8%
Security
16% 46% 31% 7%
PURCHASE STRETCH #2 Whats most important to IT pro Pete? And how does he gear up before sealing the
deal on new software products? Features rank as the biggest factor followed by
value, efficiency and service/support.
11
CLOUD
As IT pros circle the track, cloud floats onto the purchase field. Of the
12% average cloud/hosting services budget allocated, email hosting
(18%), web hosting (16%) and online backup/recovery (13%) are all mak-
ing the rounds in the IT Budget Stadium in 2015.
When it comes to new purchases When it comes to new purchases for cloud-based projects, online back-
for cloud-based projects, online up/recovery is out ahead followed by productivity solutions
and email hosting.
backup/recovery is out ahead.
21%
18% 19%
16% 16%
14% 13% 14%
12%
9% 10%
8% 7% 8%
5% 6% 6%
4%
Email hosting Web hosting Online backup/recovery Productivity solutions Application hosting Industry-specific
applications
TOTAL NA EMEA
NEW VS. RECURRING HOSTED/CLOUD-BASED NEW VS. RECURRING HOSTED/CLOUD-BASED SERVICES IN 2015
SERVICES IN 2015 / PERCENTAGE OF TOTAL RESPONDENTS PERCENTAGE OF NORTH AMERICA RESPONDENTS
Productivity solutions (file sharing, online collaboration, productivity suites) Productivity solutions (file sharing, online collaboration, productivity suites)
NEW RECURRING NOT APPLICABLE DONT KNOW NEW RECURRING NOT APPLICABLE DONT KNOW
PURCHASE STRETCH #3 What factors does Pete keep top of mind when researching services?
Support is #1 followed by value, reliability and features/functionality.
NEW VS. RECURRING HOSTED/CLOUD-BASED SERVICES IN 2015
PERCENTAGE OF EMEA RESPONDENTS
Online backup/recovery
Application hosting
Email hosting
MANAGED SERVICES
Managed Service investments will also
see their share of budget dollars in 2015.
Managed Service investments
Of the 10% average managed services
will see their share of budget
budget allocated, the top three areas
dollars in 2015.
sprinting to the front are IT services/
service providers (19%), consulting
(16%), and connectivity/bandwidth (16%).
TOTAL NA EMEA
13
MANAGED SERVICES (CONTD)
Storage/backup/archving
Consulting
Continuing education/training
Connectivity/bandwidth
8% 60% 23% 9%
Hosting
NEW VS. RECURRING MANAGED SERVICES IN 2015 NEW VS. RECURRING MANAGED SERVICES IN 2015
PERCENTAGE OF NORTH AMERICA RESPONDENTS PERCENTAGE OF EMEA RESPONDENTS
Consulting Consulting
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15
CHAPTER
02
TECH HURDLES
But the IT woes dont stop there: Based
on survey data, feedback from IT pros Our Spiceworks report shows that we
68% 69%
67% 67%
64%
62%
59% 59%
57% 56% 56% 56% 56%
53% TOTAL NA EMEA
50%
34% 35%
32% 33% 33%
30%
End of life Growth/additional need Project need Upgrades/refresh cycles End-user need Software/application Budget availability
PC hardware is aging (in a world where months = years, thats IT pros use Spiceworks to keep tabs on over 200 million network
kind of a problem). Its like our tech athletes are trying to run laps devices worldwide. In a random sample of over four million PCs
in 20-year-old track shoes and outfits. While retro footwear might from the Spiceworks network, over 50% of the client desktops
still get them from point A to point B, IT pros like Pete could definitely and notebooks were more than four years old and over 20%
benefit from some modern gear (i.e., shiny new laptops). Yeah, but were more than seven years old. Yikes!
what additional insight does Spiceworks have? Great question.
This is an eyebrow-raising trend given that most of these systems
are likely way out of warranty and at a high risk of failure. In other
words: Those mothball devices are due for an upgrade.
8% 8% 7%
TOTAL NA EMEA
17
Server software is also getting a little geriatric. More than As a result, many companies will be racing to migrate off of
a third of survey respondents indicated theyd need to move WS2003 in advance of Microsofts end of life for the OS on
off of Windows Server 2003 next year. Analysis of aggregated July 14, 2015. After that, IT teams will be living dangerously
Spiceworks network data confirmed this trend. In fact, 65% and on their own in the event of an OS injury with no new
of companies sampled in NA & EMEA within the Spiceworks patches in sight.
network had at least one installation of Windows Server 2003.
Hardware: Ive been scrooging all year long so that I can replace some of my aging servers at the end of the year
when I still have money left in the budget. Software: Were actually in good shape for this. Im replacing the last
three XP machines this week. Everything else is Win7 / Win8. Of course, Win2003 is still heavy in my environment,
but Ive still got a little time. - David R., IT Director
29%
25%
23%
17% 18% 16% 17%
14% 14%
7% 7% 8%
3% 4%
2%
We will need to We will need to We will need to We will spend on service to We will spend to host
upgrade software buy new servers purchase new assist with Windows Server workloads formerly
software 2003 migration running on Windows
2003 in the Cloud
TOTAL NA EMEA
CONCLUSION
In short, Petes got some budget barriers to navigate around in 2015. And thats where you, coach marketer, can help guide
him (and your campaigns) to victory
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CHAPTER
03
20
HOW TO As youre hitting your stride and heading to the finish line to meet your market-
BECOME A ing goals in 2015, demand more of yourself. Demand more of your marketing.
Why? Because IT buyers do.
CHAMP Armed with the insights from this report, you (Coach/Tech Marketer) might want to focus
your game plan on the following tactics. After all, Pete needs some guidance and a little
Uh-oh. We can already see the worry lines extra help in this less than ideal economic climate. Winning new business wont be easy,
creeping across your brow as you watch but its certainly possible to hit campaign goals despite IT pro woes:
buyers plod around the track. But before
you break down in a fit of holy-cow-what-
Virtualization Vendors: Backup/Recovery Vendors:
now despair (happens to the best of us),
weve got some good news: There are real, 1 Hone in on the cost-saving message 3 Provide peace of mind for aging
of replacing old WS2003 servers with PCs with backup/recovery solutions.
concrete measures you can take to transform
newer OSes running on VMs.
2015 from the Year of the Anxious Athlete to All Tech Vendors:
the Year of the Successful Superstar. Hardware Vendors: 4 Define your vertical social network
Consider this quick cheat sheet a fast track to continued business success. IT pro purchases
will endure the marathon (and your campaigns can guide them to the finish line).
BONUS BOOST Check out The Spicy Marketer, our new marketing blog, for marketing tips,
up-to-date news, and a ton of tech marketing mojo.
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CHAPTER
04
22
CLOSING REPORT METHODOLOGY
COMPANY SIZE
35% 34%
33%
17%
14% 13% 13% 13% 13% 12% 13% 13% 12%
12%
10% 9%
7% 7% 7% 7%
6%
TOTAL NA EMEA
INDUSTRY
18%
15% 14%
12% 12% 12%
10% 10% 9%
7% 8% 7% 7% 7%
5% 6% 6%
4%
6% 5% 5% 5% 6%
4% 4% 4% 4% 3% 4% 4% 4% 3% 4% 3% 4% 3%
TOTAL NA EMEA
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Spiceworks photo credits:
Jon Pafk, Senior Marketing Communications Manager (as the IT Team Coach)
Peter Tsai, IT Content Marketing Manager (as the Pete, IT Manager)
Drew Sollberger, Manager of Demand Generation (as himself)
Emily Perdue, Email Marketing Coordinator (as a Sales Manager)
Tracy Peto, Custom Research Specialist (as a Sales Manager)
Jennifer Faulk, PR & Social Media Specialist (as a Marketing Manager)
Design:
Kevan Lin, Graphic Designer (Interative design, photography and art direction)
Clarice Bajkowski, Graphic Designer (Photography art direction, print design)
Marivi Delgado, Junior Graphic Designer (Photography)
Voice of IT
About Spiceworks Voice of IT
The Spiceworks Voice of IT market insights program publishes statistics, trends and opinions collected from IT
professionals worldwide. More than 620,000 IT professionals in over 100 countries have joined the program to share
information and feedback on the technology issues important to them.
About Spiceworks
Spiceworks is the professional network 6 million IT professionals use to connect withone another and over 3,000
technology brands. The company simplifies how ITprofessionals discover, buy and manage more than $600 billion in
technology productsand services each year. Headquartered in Austin, Texas, Spiceworks is backed byAdams Street
Partners, Austin Ventures, Institutional Venture Partners (IVP), GoldmanSachs, Shasta Ventures and Tenaya Capital. For
more information www.spiceworks.com
The contents in this report are a result of primary research performed by Spiceworks. Unless otherwise noted, the entire contents distributed
as part of this report are copyrighted by Spiceworks. As such any information made available by any means in this report may not be copied,
reproduced, duplicated, published, displayed, transmitted, distributed, given, sold, traded, resold, marketed, offered for sale, modified to
create derivative works or otherwise exploited for valuable consideration without prior written consent by Spiceworks. For more information
visit www.spiceworks.com/voice-of-it/terms.
This report contains information of fact relating to parties other than Spiceworks. Although the information has been obtained from, and
is based on sources that Spiceworks believes to be reliable, Spiceworks does not guarantee the accuracy, and any such information might be
incomplete or condensed. Any estimates included in this report constitute Spiceworks judgment as of the date of compilation, and are subject
to change without notice. This report is for information purposes only. All responsibility for any interpretations or actions based on
the information or commentary contained within this report lie solely with the recipient. All rights reserved. 2014.
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Where IT goes to work.
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