how the security buy goes down 6 30 16_2
TRANSCRIPT
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UBM Technology Group Marketing Research | June 2016
CreateYourNextCustomer.com All rights reserved.UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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RESEARCH OVERVIEW
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UBM Technology Group’s How The Security Buy Goes
Down research was developed to gain insight into how
security products, solutions and services purchasing
decisions are made.
We contrasted and compared Security Titles and IT Titles
responses on topics like:
• Who is involved at what stage of the purchase process
• Who holds the purse strings
• Who owns and manages what
The results of this survey of 730 business technology
professionals provide marketers with data and insight to
enhance and improve their marketing and targeting
strategies.
METHODOLOGY
• In Spring 2016, UBM conducted
an online survey of business and
technology professionals to
delve into the purchasing habits
of IT security products and
services.
• Final data is based on Security
titles (N=130) and IT titles
(N=600).
• The margin of error for the
security title base of (N=130) is
+/- 8%, and for the IT title base
of (N=600) is +/- 4%.
• UBM was responsible for all
programming and data analysis.
These procedures were carried
out in strict accordance with
standard market research
practices.
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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37%
23%
13%
13%
7%
5%
2%
Director/
Manager Security/
NW Security
Security Staff
Risk/Compliance
Officer/Manager
Chief Security
Officer
VP of Security
Director of
Security OperationsChief Privacy Officer
16%
16%
18%12%
10%
9%
8%
7%4%
RESPONDENT OVERVIEW
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Director/Manager of IT
IT/IS Staff
CIO, CTO,
VP of ITNetwork/
System Admin
Software/Web
Developer
Analyst
IT Architect
Other IT
Director of Operations
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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RESPONDENT OVERVIEW
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Company Size (# of Employees)
56%29%
15%
49%
28%
23%
1,000 or more100 to 999
Under 100
1,000 or more
Under 100
100 to 999
# of IT Security Professionals Staffed at Company
66%
20%
14%
10 and under11 to 40
41 and over
73%
14%
13%
10 and under
41 and over
11 to 40
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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SECURITY TITLES: REPORTING STRUCTURE
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We asked only security titles: Who do you report to?
27%
17%
15%
12%
6%
5%
5%
3%
2%
1%
6%
IT director or manager
CIO or CTO
CEO
CSO
VP of security
Risk/compliance officer or risk manager
Corporate manager
VP of IT
Legal counsel
Chief privacy officer
OtherAlmost half report into IT
22% report into Corporate
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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Determine Need
NO SURPRISE:
When it comes to the 1st four stages of the buying
process, security says security leads, and IT says IT
leads.
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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Define Requirements
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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Develop Vendor List
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
Corporate executives (CEO, CFO, VP)
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Evaluate / Make Recommendation
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate Execs (CEO, CFO, VP)Corporate executives (CEO, CFO, VP)
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Select Vendor
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
When it comes to selecting a vendor,
both audiences report that IT Directors
and Managers are highly involved
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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Approval
Q. Which job function or title would you say is primarily responsible for each stage of a security technology purchase
(regardless of whether that job title describes you or not)? Select one job function for each stage.
PURCHASE PROCESS
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STEP 1 STEP 2 STEP 3 STEP 4 STEP 6STEP 5
When it comes to approval, both titles agree:
IT executives take the lead
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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IT is in Control of Security Spending
Q. Who ultimately makes security spending decisions or “holds the purse strings?”
PURSE STRINGS
CreateYourNextCustomer.com All rights reserved.UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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43%of security vendor
decisions are made by a formal committee
Q. Who is on the vendor selection committee? Check all that apply.
SECURITY PURCHASES BY COMMITTEE
CreateYourNextCustomer.com All rights reserved.UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
14Q. Who initiates RFPs for security tech purchases? Check all that apply.
SECURITY RFPS – WHO’S INITIATING?
CreateYourNextCustomer.com All rights reserved.UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Corporate executives (CEO, CFO, VP)
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MOST IMPORTANT PURCHASE DRIVERS
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On the Same Page
Q. What are the three most important drivers behind security purchases in your organization?
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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IT FOCUSED ON LONG TERM INFRASTRUCTURE
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Most of our security purchases are
designed to solve a specific problem we
are experiencing at the time.
Most of our security purchases
are driven by a longer-term
IT architecture/plan.
I believe my company’s IT management
understands the current security threat
and makes educated decisions.
46%
53%
49%
36%
57%
53%
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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SECURITY PRODUCTS ON THE DOCKET
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Firewalls 54%
Endpoint protection (antivirus, antispyware) 47%
E-mail security/spam filtering 42%
Data loss prevention 41%
Intrusion prevention/intrusion detection 40%
Log analysis/Security event management/security
information management39%
Data encryption 37%
VPN 36%
Security analytics 34%
Patch management 33%
Vulnerability assessment/penetration testing 31%
Gateway antivirus/antimalware 29%
Identity management 29%
Advanced threat prevention tools 26%
Web application firewalls 25%
Wireless security enforcement 24%
Tools/services for securing data in the cloud 23%
Managed security services or security consulting services 22%
Mobile device/application management 21%
Portable-device security 16%
NAC 13%
Firewalls 57%
E-mail security/spam filtering 48%
Endpoint protection (antivirus, antispyware) 47%
Data encryption 42%
VPN 41%
Data loss prevention 34%
Intrusion prevention/intrusion detection 33%
Gateway antivirus/antimalware 30%
Wireless security enforcement 28%
Mobile device/application management 26%
Identity management 25%
Patch management 25%
Log analysis/security event management/security
information management25%
Security analytics 22%
Web application firewalls 22%
Vulnerability assessment/penetration testing 22%
Tools/services for securing data in the cloud 21%
Advanced threat prevention tools 20%
Portable-device security 17%
Managed security services or security consulting services 13%
NAC 9%
Q. What security technologies or solutions has your organization recently purchased or do you plan to purchase in the next 12 months? Check all that apply.
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
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SUMMARY – How the Security Buy Goes Down
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Why Security Vendors/Marketers Need to Reach
and Engage with Both Security and IT
Professionals
• Security and IT pros report that both teams are
actively engaged throughout the security
purchase process
• Both security pros and IT pros report being
involved in the early- to mid- stages of the
purchase process – make sure you’re engaging
with both targets early to be considered in the
later stages
• IT leads the way when it comes to the final
steps of the purchase process: vendor selection
and final approval/authorization
• IT holds the purse strings when it comes to
security solutions
BOTTOM LINE: YOU CAN’T BE AT THE END OF
THE FUNNEL IF YOU’RE NOT AT THE
BEGINNING OF THE FUNNEL.
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016
Appendix
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SOCIAL MEDIA
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81%
21%
27%
81%
32%
24%
20% 28%
16% 21%
Q. Which of the following social media do you currently use for work-related purposes? Check all that apply.
UBM Technology Group’s How The Security Buy Goes Down Research, June 2016