WALLDORF, Germany, Nov. 18, 2019 /PRNewswire/ -- SAP SE (NYSE:
SAP) today said a new survey showed that more than 80 percent of
organizations no longer use the calendar to time their enterprise
software solution purchases. The results of the survey, conducted
by Futurum Research and sponsored by SAP, identify industry shifts
in business-to-business (B2B) buyer expectations and
preferences.
"B2B buying is at a turning point," said Sharon Ruddock, head, SAP Digital Commerce
group, SAP. "Companies are moving away from traditional
enterprise-buying habits in search of speed, transparency and
simplicity on digital channels. SAP is ensuring our customers
experience the most convenient, frictionless buying process as they
engage in digital commerce on the online marketplaces SAP offers.
With our digital resources, including SAP Store, SAP App Center and
SAP.com, customers can easily discover, try and buy software
solutions online."
About 1,000 B2B decision-makers from small to enterprise-level
companies across 11 major industries responded to the survey.
Notable findings include:
Strategic business initiatives are driving the shift towards
digital B2B buying.
- Almost half (49 percent) of the respondents cited moving to the
cloud as the leading motivation in their shift to digital
buying.
- Supporting the needs of digital transformation efforts is also
driving this change in buyer behavior, with 48 percent indicating
the importance of shifting to digital purchasing.
- Cutting costs and operational efficiency play a large role.
Over 43 percent and 36 percent, respectively, highlighted these
factors as key motivations for the move to online buying.
Customers want more transparency and freedom in their buying
process.
- Nearly 90 percent of respondents said they consider product
trials to be an important feature in their digital buying
process.
- Eighty-five percent of businesses rated one-on-one online
product and video product demos as very important when digitally
buying enterprise software solutions.
- Four out of five organizations noted that paid proofs of
concept are important factors in making their digital purchasing
decisions.
B2B customers are motivated by the ease and pace of B2C
shopping.
- Two-thirds of respondents cited time and resource efficiency as
a primary reason for making enterprise software purchases online.
About 45 percent cited convenience.
- Forty-three percent noted operational speed as a principal
motivator. About 37 percent named simplicity and less friction as
top motivators.
"Consumers have become accustomed to simple online one-click
buying in their personal lives, and now business purchasers want
that level of simplicity and convenience to translate to their
professional lives as well," said Daniel
Newman, CEO, Futurum Research. "Enterprise software
providers must adhere to this consumerization of B2B sales or risk
losing out on deals as a result of outdated and lengthy purchase
cycles. Committing to this evolution, SAP is leading the charge in
digital buying, giving customers the assets they need to purchase
software simply, the way they prefer – online."
About the 2019 B2B Digital Buyers' Journey Study
SAP sponsored Futurum Research's study, which included responses
from approximately 1,000 decision-makers, business unit leaders, IT
leaders and enterprise software buyers. They work for companies
ranging from fewer than 500 employees to over 50,000 employees and
across 11 major industries in North
America, Brazil, the
United Kingdom, Germany, France and China. The study was conducted in the spring
and summer of 2019.
For more information and to access a full copy of the findings,
please visit 2019 B2B Digital Buyers' Journey: Trends, Challenges
and Predictions.
Access free software trials and buy software from SAP and its
partners online at the SAP® Store site, SAP App Center and SAP.com.
Follow the SAP Digital Commerce group on Twitter at
@SAPDigital.
Visit the SAP News Center. Follow SAP on Twitter at
@SAPNews.
About SAP
As the Experience Company powered by the Intelligent
Enterprise, SAP is the market leader in enterprise application
software, helping companies of all sizes and in all industries run
at their best: 77% of the world's transaction revenue touches an
SAP® system. Our machine learning, Internet of Things (IoT), and
advanced analytics technologies help turn customers' businesses
into intelligent enterprises. SAP helps give people and
organizations deep business insight and fosters collaboration that
helps them stay ahead of their competition. We simplify technology
for companies so they can consume our software the way they want –
without disruption. Our end-to-end suite of applications and
services enables more than 437,000 business and public customers to
operate profitably, adapt continuously, and make a difference. With
a global network of customers, partners, employees, and thought
leaders, SAP helps the world run better and improve people's lives.
For more information, visit www.sap.com.
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