|
Among
midsize businesses, the people who define the business
need, determine the process, influence the buying
decision, and sign the check are seldom the same within
an organization. Surprisingly, those that may be the
most influential internally may also be the least
likely to make the final decision. But both influencer
and final decision-maker are critical to the process.
We
spoke with a number of senior IT executives across
industries at the recent Midsize Enterprise Summit
regarding the IT decision-making process in their
organizations. All agreed that for the most part the
business need is defined at the department level,
but beyond this the process, including the parties
involved, differ greatly. That said, there was one
consistent element - the CIO plays a significant role
in the final decision-making.
Following
is a snapshot of the approach taken by midsize businesses
in the retail, financial services, healthcare and
manufacturing industries:
| .> |
BatteriesPlus,
the largest, most comprehensive and most sophisticated
battery store chain in America has 100 headquartered
employees, including 20 in the IT department.
|
|
|
“For
any major IT purchase, the decision ultimately
lies with the CEO, the COO, the CFO and myself,”
said Michael J. Lehman, VP Information Technology.
That
said, it is Lehman’s team who must first
assess the market, the vendors, and the products.
Depending on the magnitude of the project, Batteries
Plus will outsource portions of it to a consulting
firm who works side-by-side with the IT department
to perform due diligence, create the short list,
and do contract negotiations.
Said
Lehman, “Where there’s a high dollar
amount and a high risk to the company, we will
work closely with a consulting firm whose expertise
lies in the particular area. But it’s
a collaborative effort as we need to have the
knowledge and understanding of the process as
well.”
Although
all capital expenditures for technology are
approved through annual strategic planning,
nothing moves forward without the executive
team’s final sign-off. “We have
all the necessary roadblocks in place to ensure
that we’re staying within budgetary parameters,”
said Lehman.
|
|
.>
|
BenefitMallSM.com
is the leading provider of products, services,
and tools for brokers selling small-group employee
benefits and has 300 employees, 38 within IT.
|
|
|
At
BenefitMall.com, CIO Scott Howitt has the business
unit manager involved in a variety of ways.
At the forefront, he wants clarification on
the ROI opportunity from a department standpoint
and how it can be measured. Howitt’s role
is to then design a decision matrix that’s
used to evaluate products and vendors, while
simultaneously developing a financial model
with the CFO. Once the short list is in hand,
Howitt returns to the department head to ensure
that what will be delivered will indeed meet
the need.
”I
want them to put skin in the game too, and if
they believe in the project they will start
cheerleading it to their people and the technology
change over will be a lot easier,” said
Howitt.
Who
makes the final decision? “For a large
purchase, the CEO, CFO, myself and the VP of
Sales really have the veto power, but if I’m
showing a good ROI, there’s seldom an
issue. At that point, we go to the Board together.”
|
| .> |
Lexington
Medical Center (LMC), a 292-bed metropolitan
medical complex that anchors a comprehensive,
county-wide health care network, employs 3500
people including 30 in IT.
|
|
|
At
LMC, the IS department is given full decision-making
power. Once the business need is identified
and the IS Steering Committee confirms it’s
a new purchase, IS takes total responsibility
for finding the solution that will best fit
within all the parameters.
Said
CIO George Evans, “It’s our job
to determine the best option and ensure that
it’s compatible with our main clinical
information system, runs on the platforms that
we need it to, that it’s secure, and that
the vendor is viable.”
IS
manages the vendor negotiation process as well
as they have the technical competence and the
knowledge in-house to effectively do so. In
fact, Evans signs most contracts for approved
capital budget items, while senior management
signs the check to make it final.
“Business
units identify the need. IS is responsible for
providing the solution,” said Evans.
|
| .> |
Manitowoc
Crane Group, a leading producer of
lattice-boom cranes, tower cranes, mobile hydraulic
cranes, boom trucks, and related products for
the construction industry, is one of three business
units of The Manitowoc Company. This group has
about 1200 employees in the U.S., of which 22
are in the IS department.
|
|
|
Every
large unit purchase at Manitowoc begins with
an Economic Value Added (EVA) to determine ROI
right from the start. From there, it’s
a collaborative effort between the requesting
business unit and the IS department who works
side-by-side as a supporting function to ensure
that the department’s specifications and
needs are met.
“We
like to keep the business units in the process
since they’re going to benefit by it,”
said Dan Stuart, Director – Information
Services Americas, “though it’s
IS’s responsibility to deliver knowledge
of platforms, architecture, as well as perform
due diligence on solution and vendor options.”
With
an EVA in place, a clear spec defined, a vendor
short list in hand and the best price, the final
recommendation then moves up the chain for approval
to the CEO of the business unit.
|
The
Bottom Line
The size of the business, the size of the
IT department, and the dollar value of the purchase
all strongly impact the level of involvement of influencers,
as well as the stage at which the executive team of
CxOs steps in. However, final purchase decisions are
almost always made by a team at the higher levels
of a midsize business – typically with CEOs,
CFOs, COOs and CIOs. Those least likely to make the
final decisions are business unit managers, IT specialists,
functional area managers and board members.
How
does this compare to your midsize enterprise IT decision-making
process? We’d like to hear from you - email
The Midmarket Report at midmarket@gartner.com.
Reference
Research Note
Sales Success: Targeting Influencers and Decision
Makers
Publication Date: December 14, 2001
Author: Mika Yamamoto Krammer
|