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Showing the Application Economy’s impacts through global insights

Showing the Application Economy’s impacts through global insights
"Sales professionals are your ultimate sceptics but when you show them all the methodology and valid results, you give them real confidence. That’s the benefit of working with an expert research partner."

Jackie Kahle
VP Research and Content Marketing, CA Technologies

 

Objective

How does a global technology leader show the Application Economy’s bottom line impacts? How does its marketing team help other business units to engage new prospects about harnessing software to effectively re-write the rules in their organisation?

Global software and solutions provider CA Technologies successfully answered these crucial questions through a worldwide market research programme that is driving further corporate awareness, helping customers make sense of disruptive technologies’ possibilities and supporting sales teams’ new business activity. Working with its market research partner, Vanson Bourne, CA Technologies was able to gain a much deeper understanding of the way that different enterprises are able - or struggling - to re-think their business operations using software innovations.

"Vanson Bourne responded rapidly and met all our targets; their work was always spot on. We started with global headlines but the ‘leader/laggard’ trends got so much traction internally that sales teams in different regions kept coming back asking for country-level data as well."

Jackie Kahle
VP Research and Content Marketing, CA Technologies

 

Research strategy: connecting innovation and profit

Jackie Kahle, CA Technologies VP of Research and Content Marketing, wanted to test the company’s growing belief that there are enterprises well ahead and behind the curve in leveraging software to compete in the Application Economy. Her team and Vanson Bourne agreed a market research strategy examining the scope of the Application Economy and key technologies such as Mobility, Security, DevOps and Cloud-based IT business management across key market sectors including telecoms, financial services and healthcare, retail and media/entertainment.

Crucially, the partners wanted to reveal correlations between firms’ growing revenues and profitability and the extent to which companies were effectively using emerging technologies to respond to the challenges of the Application Economy. Jackie Kahle explains: “We asked things like: are you acquiring software companies to get needed expertise? How many customer-facing apps have you released? Responses were scored - ‘higher than average number’ question responses indicated a leader and ‘lower than average number’ a laggard – so we could look at what the leaders were doing differently than the laggards.”

 

Implementation: global market research

Working via web conferences, CA Technologies and Vanson Bourne set out a research methodology for 1,625 enterprise interviews in 14 countries, delivering robust sample sizes across the research themes and vertical industries. Vanson Bourne’s researchers responded rapidly to CA Technologies’ specific requirements, crafting questions into workable formats and using a 20-interview pilot to ensure an effective questionnaire. As Jackie Kahle explains: “I was amazed at how insightful their suggestions were. We changed quite a few questions before we executed.”

Vanson Bourne rapidly implemented the phases of research and supplementary analysis to support the global marketing activity associated with the survey. Jackie Kahle comments: “Initially, I was concerned about the five-hour time difference between the East Coast US and the UK but this became a positive; we’d receive data re-runs first thing each morning and the work was spot-on.” The output from Vanson Bourne included full breakouts for each of the 14 countries and regional roll-ups, so country-based marketing and communications teams could develop press materials that used country-specific data, making the overall rollout that much more effective and relevant.

"Vanson Bourne would often push back on sample questions. I was amazed at how insightful their thoughts were: we definitely changed some questions before full execution"

Jackie Kahle
VP Research and Content Marketing, CA Technologies

 

‘Leader versus laggard’ comparisons inspire global engagement

The survey clearly showed that ‘leader’ enterprises achieve higher profit growth and revenues than ‘laggards’. Data also clearly demonstrated how leader firms used DevOps, enterprise mobility, IT business management and advanced security more effectively than laggards and achieved better business outcomes.

The findings underpinned CA Technologies’ global-level editorial and shareable content programme. The company released results by theme - Application Economy first, followed by DevOps, Mobility, IT Business Management, and Security - month by month via press releases, social media discussions, and downloadable assets such as white papers and infographics to stimulate engagement.

The programme was CA Technologies’ best received research project ever: it generated more than 250 earned media articles, supported executive keynotes at CA World 2014 and other IT industry events worldwide and saw more than 50,000 views or downloads of materials and several thousand new leads. The research also became the cornerstone content for the launch of a brand new thought-leadership focused website called Rewrite, produced in partnership with Wired at rewrite.ca.com.

Revelatory ‘leader versus laggard’ findings also generated a tide of requests from CA Technologies’ stakeholder for country-and market specific data for customer presentations and the company’s own mobile sales app. Senior CA Technologies executives noted how research materials inspired sales team ‘self-enablement’ - converting prospects into firm leads and starting completely new customer conversations.

About CA Technologies

CA Technologies (NASDAQ:CA) creates software that fuels transformation for companies and enables them to seize the opportunities of the application economy. Software is at the heart of every business in every industry. From planning, to development, to management and security, CA is working with companies worldwide to change the way we live, transact, and communicate – across mobile, private and public cloud, distributed and mainframe environments

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