1037RA Saugatuck 2012 SaaS Survey Shows Core Global Business Focus: Get Better, Change the Mission, Then Grow
Author: Bruce Guptill
Saugatuck’s latest global survey of executives and managers (see Note 1) shows very clearly that enterprises worldwide are still working their way through recovery mode, emphasizing improvement in operations, market presence, and customer influence over expansion into new markets. In short, firms of all types and sizes, in all markets, are focused first and foremost on doing things better and improving their profitability in existing markets and relationships.
Our analysis of February 2012 survey data from 228 participants in North America, Europe, and the Asia/Pacific region shows business and IT leaders focusing on business goals that emphasize revenue growth from their existing business footprint, combined with improving profitability. Figure 1 uses Saugatuck research data from 2006 through 2012 to illustrate how business priorities have shifted toward improving management to improve margins and market share, and away from new customers and new markets.