After three years of global tumult and uncertainty, decision-makers are regaining confidence and focussing on talent as a primary driver of business value, according to new research conducted by the Financial Times and Twogether, a B2B technology marketing agency.
Drawing upon global data collected from FT readers who are also decision-makers in their organisations, the report reveals six decision-making personalities that have emerged in the new world of business leadership, and includes recommendations for engaging with them from both an internal (talent) and external (marketing) perspective.
The six decision-making personalities identified in the report are: Conservative Companions, the largest and most empathetic segment; Assured Alphas, the most senior in terms of age, experience and authority; Cautious Confidants, the most likely to care about customer experience above all else; Inspiring Innovators, the sure-footed GenX leaders; Brazen Buccaneers, the most self-assured and self-directed; and Margin Managers, a small and mainly Millennial group.
Some of the other key findings in the report include:
- Decision-makers across all six segments are optimistic about their ability to lead their organisation through the current climate, with under 45-year-olds showing the highest levels of confidence.
- Talent, compliance, and remuneration are the three most challenging areas for decision-makers. Talent acquisition and retention (along with customer experience and innovation) are seen as value creators, while compliance and remuneration (along with cybersecurity) are perceived to drive the least business value.
- Decisions generally involve a maximum of four stakeholders, apart from large-scale IT purchases from new suppliers in enterprises.
- Organisations are more likely to make quick decisions if they are mature in their digital transformation rather than at the start of their journey.
- Traditional channels, such as major business publications, peer-to-peer conversations and industry events, are still the go-to trusted sources for decision-makers looking to make better decisions.
“We regularly examine how decision-makers are navigating change in different markets, sectors and geographies. Now, for the first time, we’re looking at the discipline of decision-making itself,” said Enzo Diliberto, FT global insight director. “Our hope is to provide guidance for decision-makers looking to develop their process, and for those seeking to support or influence them.”
“Studying the personalities of the modern decision-maker moves us past the faceless decision-making unit and feeds campaigns, communications and experiences that truly resonate with individuals,” said Claire Davidson, Twogether executive strategy director.
The full report can be found here.
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For more information, please contact: megan.dold@ft.com
About the Financial Times
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of 1.2 million, more than one million of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.
About Twogether
Twogether is a global B2B marketing agency specialising in Technology. Fully-integrated and multi award-winning, they generate high-performance marketing and revenue campaigns for Tier 1 technology brands including Adobe, Dell Technologies, Hitachi Vantara, Lenovo, Oracle NetSuite and Salesforce.