As part of the 2010 Big Broadcast Survey, just under 800 broadcast technology hardware and software vendors were asked what they would most like to improve about their organizations.
Respondents were presented with the following list of nine issues and asked to rank which ones they would most like to change about their business.
- Strategic planning / vision
- Relationship with customers
- Business development (partnerships)
- Relationship with channel partners
- Internal communications
- Product management
The results are summarized in the chart below, which also provides interesting insight into the difference in attitudes and business approach of vendors of different sizes types and businesses.
Question: What would you most like to change in your organization?
This table shows the difference in response based on size of organization, percentage of revenue derived from the broadcast industry, geographic region, company ownership structure, product mix, and finally by the role of the respondent.
Across all vendors, 42% of respondents want to change some aspect of their sales and marketing organization (sales, marketing, or business development). An additional 13% cast their vote to change strategic planning / vision. For all respondents, business development is ranked as the top area that vendors would most like to change about their organizations, followed by sales and strategic planning / vision, which are tied for second place.
When these results are viewed by organization size, the rankings marketing-related issues decrease as the organization size increases, so it appears that the marketing functions of larger vendors are better regarded internally than those of smaller companies.
However, as organizational size increases, different issues appear to become more problematic within broadcast technology vendors. The top issues for improvement cited by employees of large vendors include product management, relationships with customers, and strategic planning / vision. In large organizations, the top-ranked issue for improvement is strategic planning / vision.
From a geographic point of view, results are fairly consistent, however the top factor is different in each region. In the Americas, the top issue is strategic planning / vision, in EMEA the top issue is business development, and in Asia the top issue is sales. Please note that these results are based on the location of the respondent rather than the headquarters of the company in question.
Finally, there is a contrast between the small and large vendors. Small companies are focused on improving sales and partnerships (business development) above all other issues. Every sale is critical to small firms, and many must work through third parties such as partners and channel partners. Larger, more established companies are less concerned with sales than with strategic vision, customer relationships, and product management.
If you work for a broadcast technology vendor, do these findings resonate with you? Either way, let me know. I’d interested to hear your perspective on this issue.