With so much uncertainty over the impact of COVID-19 on buying behavior, ITSMA got a head start on our annual How Executives Engage study to get an initial pulse (Part 1) on priorities and preferences of high-consideration, technology-based solutions, and consulting services. The two-part study will provide critical data and insight for B2B marketers who are focused on building and strengthening relationships and sales at the executive level in the wake of the dramatic disruptions of the pandemic. This report digs into executives’ business and solution priorities, engagement preferences for various types of content, channels, and information sources, and perceptions of how providers are engaging now and will need to engage in the future. Specific highlights from the first wave of this year’s study include: How have buying priorities changed since the pandemic began? How has the purchase process changed? Where are executives now turning for new information and ideas? How important is thought leadership now? What types of information sources are trusted most? Are digital and virtual engagement efforts as effective as face-to-face? What does it take to earn B2B executives’ confidence and trust? Study Methodology In May/June 2020, ITSMA conducted a web survey of 297 business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 71% having $1 billion USD or more in annual revenue from seven different countries/regions: United States, Canada, United Kingdom, France, Germany, Nordics, and Benelux. Respondents were interviewed in the following vertical markets: Financial Services Manufacturing Technology Healthcare and Life Sciences Communications Energy/Utilities/Oil/Mining/Gas Government/Non-Profit/Public Sector

1. How Executives Engage
Understanding Changing Buyer Behavior
in Response to the COVID-19 Pandemic
Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA
How Executives Engage Survey 2020, Part 1
Abbreviated Summary | July 2020
This abbreviated summary highlights some of the most significant
findings of ITSMA’s How Executives Engage Survey 2020, Part 1.
A more in-depth analysis can be found in the full report
https://www.itsma.com/research/how-executives-engage-understanding-
changing-buyer-behavior-in-response-to-the-covid-19-pandemic/

2. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 2
Introduction
Engaging executives amid the pandemic:
Buyer priorities and preferences
ITSMA’s 2020 How Executives Engage Study,
Part 1, explores the initial impact of the COVID-19
pandemic on B2B executives’ buying behavior for
high-consideration, technology-based solutions and
consulting services.
Based on a survey in May–June 2020 with almost
300 senior business and IT executives, this report
digs into executives’ business and solution
priorities, engagement preferences for various types
of content, channels, and information sources, and
perceptions of how providers are engaging now and
will need to engage in the future.
Part 2 will revisit executive engagement priorities
and preferences with a follow-on survey and review
in September 2020.
Together, the two-part study will provide critical data
and insight for B2B marketers who are focused on
building and strengthening relationships and sales
at the executive level in the wake of the dramatic
disruptions of COVID-19.
How Executives Engage: Understanding
Changing Buyer Behavior in Response to the
COVID-19 Pandemic, Part 1 provides critical data
and insight on the priorities, preferences, and
perceptions of senior-level B2B buyers as they
consider high value services and solutions.
The report explores new and changing business
and technology priorities amid the pandemic, and
the types of content, events, and other activities
that senior executives value most during this time
of uncertainty.
The study includes survey data from 297
executives from seven regions/countries
(Benelux, Canada, France, Germany, Nordics,
UK, and US) across seven major industry sectors.
Most respondents are from $1 billion+ companies.
The study was co-sponsored by SAP and Adobe.
Specific highlights from the first wave of this
year’s study include:
• How have buying priorities changed since the
pandemic began?
• How has the purchase process changed?
• Where are executives now turning for new
information and ideas?
• How important is thought leadership now?
• What types of information sources are trusted
most?
• Are digital and virtual engagement efforts as
effective as face-to-face?
• What does it take to earn B2B executives'
confidence and trust?
In addition to aggregate data from the survey, the
report includes a set of crosstabs by region, job
role (IT vs. Business), title, and company size.
In this context, the report identifies eight essential
guidelines for B2B marketers to follow as they
adapt and develop their executive engagement
programs.

3. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 3
The new priorities for B2B
executive engagement
1 Digital transformation is accelerating with a
current focus on horizontal solutions 2 Despite the shift to digital, high touch
engagement is as important as ever
1
Transform to enable digital
business
2
Upgrade infrastructure to enable
remote work and collaboration
3 Cut costs
4 Grow revenue
5 Increase productivity
Top 5
Business Priorities
1 Cloud
2 Security
3
Collaboration/Remote Work
Artificial Intelligence (AI)
Top 3
Technology Investments
Video call
(Zoom, Webex, Skype,
Google Hangout, etc.)
Phone conversation/
conference call
(voice only)
% of respondents (N=297)
Source: ITSMA, How Executives Engage Survey, June 2020
At this point in time, how do
you prefer to engage with
solution providers (including
both technology providers and
professional services
firms/systems integrators)?
11% 14%
46%
52%
42%
35%
Most
preferred
Neutral
Least
preferred

4. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 4
The new priorities for B2B
executive engagement
3
Virtual meetings and events must be reinvented
to be more interactive, personal, and
collaborative
4 B2B executives are turning to solution providers
as a trusted source of content
% of respondents (N=297)
Source: ITSMA, How Executives Engage Survey, June 2020
24% 26%
30%
37%
25%
21%
12%
10%
8% 6%In general,
how effective
are virtual
events for
education and
peer networking
when compared
to in-person
events?
Peer networking
at virtual events
Education
at virtual events
Much less
effective
Somewhat
less effective
As effective as
in-person events
Somewhat
more effective
Much more effective
Since the pandemic, which sources of information do you trust the most?
Note: Up to two responses allowed.
Technology providers
Professional services/
systems integrators
Industry/professional online
communities/social networks
Academic institutions
Management consultants
Industry analysts
Media outlets
35%
35%
33%
25%
25%
25%
18%

5. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 5
The new priorities for B2B
executive engagement
5 Content format is not as important as substance
6 Collaborative innovation is key to earning
executives’ confidence
Long-form reports, articles,
surveys, case studies, etc.
Interactive visualizations
Webinars
Published presentations or
slide sets
Infographics
Virtual conferences/seminars
Videos
Short-form web copy, blog
posts, case studies, etc.
Audio podcasts
Based on your experience, how appealing and useful are the following content
formats? Mean rating (N=297)
Source: ITSMA, How Executives Engage Survey, June 2020
3.6
3.6
3.6
3.6
3.6
3.5
3.4
3.4
3.2
Not at all
appealing
Mean rating Very appealing/
usefulNote: Mean rating based on a 5-point
scale where 1=Not at all appealing/useful
and 5=Very appealing/useful.
What can solution
providers do now to earn
your confidence that they
understand your current
challenges?
% of respondents
(N=297)
Engage us with a
collaborative innovation
process
Publish high-quality thought
leadership publications on
relevant business and industry
issues
Meet/speak with me regularly
without giving me a sales
pitch at every meeting/call
Demonstrate a deep
understanding of my role and
personal business/technology
objectives
Top 4
Trusted Advisor
Engagement Priorities

6. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 6
Help me build the business case
Provide ongoing advice to help me make the right
decisions and avoid land mines
Put me in touch with the solution provider’s
subject matter experts
Provide me with unique perspectives on the
market and technology solutions
Educate me on new issues in technology
Provide me with benchmarks and best practices
Provide me with product or service information
Educate me on issues and opportunities in my
industry
Help me navigate among alternative solutions
Challenge my thinking
The new priorities for B2B
executive engagement
7 Decision-making is changing: potentially faster
and more price sensitive 8 B2B executives want sales to step up and be
more consultative
Emphasis on
negotiating discounts
and price concessions
Elapsed time
to make a decision
Number of solution
providers asked to
submit proposals
Number of people
involved on the buying
team/ committee
17 5 1 -1
What impact do you think the current economic environment will have/is having on the
purchase process for major consulting and technology solutions purchases
(with a value of $500,000 or more)? How has/will the decision process change
compared with six months ago?
% of respondents (N=297)
Source: ITSMA, How Executives Engage Survey, June 2020
IncreaseDecrease
Net
Incr.
32%
27%
23% 21%
15%
22% 22% 22%
33%
32%
30%
29%
25%
25%
25%
23%
22%
21%
Rank #1 Rank #2 Rank #3
Given the current environment, which are the three most important things an
account manager or sales rep should be doing for you?
Note: Respondents were asked to rank the
top three in order of importance.

7. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 7
ITSMA’s 2020
How Executives
Engage Survey,
Part 1
Web-based survey
Business
50%
IT
50%
Job role
Are you an IT
or business
professional?
Size of company
Approximately what is
your company’s annual
revenue (or operating
budget if government)?
Country/
region
In which
country/
region are you
located?
France 11%
Germany 11%
Nordics 11%
Benelux 11%
UK 11%
US 36%
Primary business
What is your company’s primary business?
Financial Services (banking, insurance, investments, etc.) 17%
Manufacturing (industrial, process, automotive) 17%
Technology (software, hardware, services) 14%
Healthcare and Life Sciences (healthcare delivery,
biotechnology, medical technology, pharmaceuticals)
14%
Communications (telecom, media, entertainment) 13%
Energy/Utilities/Oil/Mining/Gas 13%
Government/Non-Profit/Public Sector 13%
% of respondents (N=297)
Canada 10%
$250-
999M
29%
$1B or
More
71%
Thank you to our
study sponsors
Survey invitations
were emailed during
May/June 2020
Senior IT and business decision makers/
influencers for solution purchases with a
value of $500K or more
297

8. ITSMA How Executives Engage Survey, 2020, Part 1 | Abbreviated Summary Summary | July 2020 | F033A © 2020 ITSMA. All rights reserved. www.itsma.com 8
Want to learn more?
For more information
Here’s what is included in the full study:
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
jschwartz@itsma.com
+1 407 788 8220
The report is available for no additional fee to current ITSMA
members and for sale at non-member price to all others.
https://www.itsma.com/research/how-executives-engage-
understanding-changing-buyer-behavior-in-response-to-the-covid-19-
pandemic/
Slide
Executive Summary 3
Methodology and Respondent Demographics 20
Detailed Findings 30
Crosstabs 62
By Region 62
By Job Role (IT vs. Business) 94
By Title 126
By Size of Company 160