In our recent joint webinar, CCGroup and TechInformed explored the findings of two in-depth research studies into enterprise buying behaviour, offering a holistic view of what’s shaping technology buying decisions in 2025.
Across both the global and UK markets, the message is loud and clear: digital transformation isn’t optional—it’s critical for enterprise survival. Here’s a roundup of the key insights and what they mean for vendors trying to win enterprise technology market share.
AI, automation and connectivity: The golden triangle of digital transformation
Unsurprisingly, enterprises are looking at how they can adopt AI and automation. According to TechInformed’s global study of 2,000 IT decision-makers, 75% of enterprises are either implementing or planning to implement AI, ranging from basic automation to advanced generative AI.
But what really stood out? Connectivity. Every single respondent in the TechInformed survey identified it as a top-three priority. Without robust connectivity—whether that’s mobile networks, cloud, or private infrastructure—nothing else works. AI, cybersecurity, cloud services—they all rely on it.
CCGroup’s research echoed this sentiment. Cloud, private networks, and AI/automation ranked among the most sought-after technologies. In short: the foundation must come first.
Efficiency over everything
Enterprises are prioritising operational efficiency over headline-grabbing innovation. Why?
As TechInformed’s Editor-in-Chief James Pearce explained during the session, “Overhauling operations is the best way to see the quickest return on investment. Buyers want tech that plugs into their existing infrastructure and starts delivering value fast.”
While revenue generation and business model innovation still matter, cost savings, process automation, and customer experience are driving tech decisions right now.
Incremental budgets, high expectations
Despite a cautious economic climate, enterprise tech budgets are rising—albeit modestly:
- Half of global respondents reported moderate increases, and one in five saw significant boosts.
- UK respondents reported an average tech investment of £270,000, with procurement cycles typically lasting six months.
Enterprises aren’t spending recklessly—but they are spending. The focus? Investments that deliver operational improvements and long-term resilience.
Vendor reputation and values matter
When it comes to choosing the right technology partners, cost and value for money still lead—but reputation ranks just behind. That’s no small thing.
And today’s definition of “reputation” goes beyond market performance. Enterprises are asking tough questions about:
- Sustainability policies (requested by 66% of UK buyers)
- DEI commitments (requested by 51%)
Crucially, these aren’t just checkboxes. 82% of buyers say sustainability matters at selection stage, and 87% say the same for DEI. Vendors must be able to walk the walk.
Integrated marketing to showcase vendor reputation
Enterprise tech decision-makers aren’t relying on any single source for guidance when it comes to selecting vendor partners. They’re referring to a whole host of channels and content types—analyst reports, media coverage, live events, peer recommendations, blogs, email campaigns, and case studies—to build a full picture.
The implication? Integrated marketing is non-negotiable. Vendors must be present, consistent, and credible across every touchpoint.
Industry analysts: The unsung heroes of the sales cycle
CCGroup’s study confirmed what many in the B2B space already suspect: industry analyst influence is massive.
- 55% of enterprise IT deals involve analysts in some form (e.g., advisory sessions, report consultation).
- Analyst influence increases in highly regulated verticals like financial services and healthcare.
- Analyst reports are the most influential content type when it comes to vendor awareness and selection.
As Chris Sedgwick, Head of Analyst Relations at CCGroup, put it: “It’s not just about being in a Magic Quadrant. Advisory sessions—where analysts recommend vendors directly to buyers—are where real influence happens.”
2025: The year of enterprise transformation
The enterprise tech market is under pressure—but also full of opportunity. The vendors that will thrive are those who:
- Deliver tech that’s useful today (AI, automation, connectivity)
- Prove their value through evidence, not just promises
- Show up consistently across channels—with purpose
In 2025, it’s not just about selling a piece of technology. It’s about earning trust and showcasing values in an increasingly complex buying journey.
