IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY Understanding the audience 03. Broadcast and media technology suppliers aren not always fully in tune with their customers’ business priorities and decision-making process. Our survey reveals how sales and marketing teams could do better to address the business challenges of a wider range of stakeholders: while 81% of sellers believe they are good at understanding their potential customers’ particular needs, only 61% of buyers feel that is the case. Addressing business drivers Many suppliers still In focus group interviews, buyers consistently say they want their suppliers to seem to be in the understand their business better, and to help them respond to new market and competitive pressures. box-moving business. Yet while more than a quarter of buyers say pressure on revenues, such as declining But we increasingly want to buy something advertising income, is the biggest single factor influencing their business, only 2% to solve business prob- of sellers recognise this factor among their customers. lems. We don’t care about equipment, we care about the end result. CTO, European public Neutral How well do you think potential broadcaster broadcast and media technology and service providers understand your company and your particular needs? How well do you think your company is able to understand your potential customers' particular needs? Source: Caretta online broadcast and media technology marketing survey, Sep-Oct 2021 Meanwhile, sellers feel cloud/SaaS is a far bigger external factor than buyers do, suggesting that suppliers may be more focused on technical drivers while buyers are more concerned about solving business problems. Buyers consistently say they want their suppliers to do a better job of understanding their business challenges and helping them respond. E昀昀ective marketing communications are based around business outcomes, not technology capabilities.