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@media(max-width:992px){.sis-hero-inner-grid{grid-template-columns:1fr;text-align:center}.sis-hero-subheading{margin:0 auto;border-left:none;border-top:4px solid #bd8f13;padding-top:20px;text-align:left}.sis-hero-image-wrap{max-width:450px;margin:40px auto 0}.sis-pas-widget .cards-wrapper{grid-template-columns:1fr}.sis-pas-widget .pas-card{padding:30px}.solution-container{flex-direction:column}.solution-title-wrapper{padding-left:1.5rem}.future-item{padding-left:0;padding-top:3.5rem}.futuristic-list::before{left:24px;top:0;bottom:0}.future-node{top:0;left:0;transform:none}.future-item:hover .future-node{transform:scale(1.1)}.future-item:hover .future-content{transform:translateY(-5px)}}\n @media(min-width:992px){.solution-container{flex-direction:row;align-items:flex-start;gap:6rem}}\n <\/style>\n<\/head>\n<body>\n\n<div id=\"sis-hero-master-container\">\n <div class=\"sis-hero-inner-grid\">\n <div class=\"sis-hero-content\">\n <div class=\"sis-hero-tag-pill\">Enterprise Technology & SaaS Intelligence<\/div>\n <h1 class=\"sis-hero-title\">Technology Market Research That Asks the Buyer, Not the Vendor<\/h1>\n <p class=\"sis-hero-subheading\">\n Vendor pitch decks overstate adoption curves. Analyst reports aggregate survey data from respondents who may never have evaluated the product. SIS International interviews the IT procurement directors, CIOs, and engineering leaders who actually select, deploy, and renew enterprise software. We conduct win\/loss analysis, vendor evaluation studies, and go-to-market research across 135+ countries so technology companies understand how buyers really make decisions.\n <\/p>\n <\/div>\n <div class=\"sis-hero-image-wrap\">\n <img decoding=\"async\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2008\/12\/Economic-growth-3.jpg\"\n alt=\"Technology market research: enterprise software buyer interview for win\/loss analysis\"\n class=\"sis-hero-img-frame\">\n <\/div>\n <\/div>\n<\/div>\n\n<section class=\"animated-insights\">\n <div class=\"container\">\n <div class=\"header\">\n <span class=\"badge\">Where We Operate<\/span>\n <h2>Six Research Lanes for <span>Technology Companies<\/span><\/h2>\n <\/div>\n <div class=\"bento-grid\">\n <div class=\"card\">\n <h3>Win\/Loss Analysis for Enterprise Software<\/h3>\n <p>SIS interviews the prospects who evaluated your product and chose a competitor, and the ones who chose you over alternatives. We document the decision criteria, the evaluation process, the competitive shortlist, and the specific moment the deal tilted. Salesforce, ServiceNow, and Workday all run structured win\/loss programs because CRM pipeline data shows what happened but not why. A cybersecurity vendor discovered through SIS win\/loss interviews that procurement teams consistently ranked them first on technical evaluation but lost the deal at the CISO level, where the competitor’s managed services positioning resolved a staffing concern the product-only pitch could not address.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>SaaS Go-to-Market Research<\/h3>\n <p>SIS interviews prospective buyers in the target segment to validate go-to-market assumptions before launch investment. We test pricing models (per-seat, usage-based, platform fee), sales motion fit (self-serve, inside sales, enterprise field sales), and competitive positioning with the actual personas who sign purchase orders. A vertical SaaS company entering the construction management category used SIS research to discover that their usage-based pricing model, which worked in software development, confused construction project managers who budget by project, not by consumption. The pricing architecture was rebuilt before the GTM launched.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>AI Adoption and Readiness Assessment<\/h3>\n <p>Vendor projections for enterprise AI adoption do not match what IT leaders report when interviewed independently. SIS conducts structured interviews with CIOs, VP Engineering, and data science leads to assess actual AI deployment status: which use cases are in production versus pilot, what integration barriers stalled adoption, and where ROI has been demonstrated versus assumed. Microsoft Copilot, Google Duet AI, and Anthropic Claude are entering enterprise evaluations simultaneously. SIS documents how procurement teams are structuring those evaluations and what criteria determine which platform wins the deployment.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Platform Ecosystem and API Monetization Research<\/h3>\n <p>Platform companies like Twilio, Stripe, and Shopify generate revenue through developer adoption and ecosystem partner engagement. SIS interviews developers, ISV partners, and integration architects to map ecosystem health: API adoption friction, documentation quality, developer experience satisfaction, and the competitive pull from alternative platforms. A payments infrastructure company used SIS research to identify that their API documentation gap, not their feature set, was the primary reason mid-market developers chose a competitor’s platform during the integration evaluation phase.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Vendor Evaluation and Software Selection Research<\/h3>\n <p>SIS interviews enterprise buyers who have recently completed a vendor selection process in a specific software category: ERP, CRM, ITSM, cybersecurity, data platform, or collaboration. We document the evaluation framework, the shortlist criteria, the proof-of-concept process, and the decision-maker hierarchy. The output is a buyer decision map that product marketing and sales enablement teams use to align positioning with how the buyer actually evaluates.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Net Revenue Retention and Churn Intelligence<\/h3>\n <p>SIS interviews churned customers and accounts that downgraded to identify the specific triggers: product gaps, integration failures, support dissatisfaction, pricing changes, or competitive displacement. We also interview expanded accounts to understand what drove upsell and cross-sell. The output is a churn driver analysis and expansion driver analysis that customer success and product teams use to prioritize retention investments. A data analytics platform client discovered through SIS interviews that their largest churn cohort left not because of product dissatisfaction but because their champion left the organization, and no account management process existed to rebuild the internal relationship.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"sis-pas-widget\">\n <div class=\"pas-container\">\n <div class=\"pas-header animate-on-scroll\">\n <div class=\"tech-badge\">\n <span class=\"live-dot\"><\/span> PRODUCT & GTM INTELLIGENCE\n <\/div>\n <h2>Three Intelligence Gaps That Cost Technology Companies Deals and Renewals<\/h2>\n <\/div>\n <div class=\"cards-wrapper\">\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 01 \/\/<\/div>\n <div class=\"card-sub-kicker\">CRM DATA WITHOUT BUYER EXPLANATION<\/div>\n <div class=\"card-title\">The Win\/Loss Black Box<\/div>\n <div class=\"card-desc\">The CRM records a closed-lost deal with a disposition code: “price,” “timing,” or “competitor.” The sales rep selected the code in 30 seconds. Nobody asked the buyer what actually happened. SIS win\/loss interviews consistently reveal that the real reason differs from the CRM disposition. “Price” often means the buyer could not justify the ROI internally. “Competitor” often means the competitor’s SE built a stronger relationship with the technical evaluator. Without structured buyer interviews, the product and sales teams optimize against the wrong signals.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 02 \/\/<\/div>\n <div class=\"card-sub-kicker\">PRICING MODEL ASSUMPTIONS FROM HOME MARKET<\/div>\n <div class=\"card-title\">The GTM Transfer Problem<\/div>\n <div class=\"card-desc\">A SaaS company’s per-seat pricing model works in North America, where IT procurement teams budget by headcount. The same model fails in Japan, where enterprise buyers expect named-user discounts at volume thresholds that do not exist in the vendor’s pricing grid. It fails differently in Germany, where data residency requirements force architecture changes that alter the cost basis. SIS interviews buyers in each target market to validate pricing model fit, sales motion alignment, and competitive positioning before the GTM plan is finalized.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 03 \/\/<\/div>\n <div class=\"card-sub-kicker\">CHURN CODED AS “COMPETITIVE” WITHOUT ROOT CAUSE<\/div>\n <div class=\"card-title\">The Champion Departure Blind Spot<\/div>\n <div class=\"card-desc\">Customer success teams attribute churn to competitive displacement when the Salesforce record shows the account switched to a rival product. The real sequence: the internal champion who drove the original purchase left the company. No relationship existed with anyone else in the account. The replacement evaluated the category from scratch and selected the vendor with the strongest current sales engagement. SIS churn interviews reconstruct the actual decision timeline to separate product-driven churn from relationship-driven churn, because the retention strategy for each is completely different.<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"pas-solution-section\">\n <div class=\"solution-container\">\n <div class=\"solution-title-wrapper animate-on-scroll\">\n <div class=\"solution-kicker\">\n <span class=\"sol-dot\"><\/span> PRIMARY RESEARCH DELIVERABLES\n <\/div>\n <h3>What SIS Delivers to <span class=\"brand-gold\">Technology Product and GTM Teams<\/span><\/h3>\n <\/div>\n <div class=\"solution-list-wrapper\">\n <div class=\"futuristic-list\">\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">01<\/div>\n <div class=\"future-content\">\n <strong>Structured Win\/Loss Programs with Buyer Interviews<\/strong>\n <p>15-20 interviews per quarter with prospects who evaluated your product: wins and losses. Each interview documents the evaluation process, shortlist criteria, competitive comparison, and the specific decision trigger. Delivered as a quarterly intelligence package with trend data across deal segments.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">02<\/div>\n <div class=\"future-content\">\n <strong>Go-to-Market Validation with Target Buyer Research<\/strong>\n <p>Interviews with prospective buyers in the target segment to validate pricing model, sales motion, and competitive positioning before GTM investment. The output is an evidence-based GTM architecture document that replaces internal assumptions with buyer-sourced data on purchase process, budget authority, and evaluation criteria.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">03<\/div>\n <div class=\"future-content\">\n <strong>AI and Enterprise Software Adoption Studies<\/strong>\n <p>Structured interviews with CIOs, VP Engineering, and data science leads documenting actual deployment status, integration barriers, and ROI evidence for specific AI and software platforms. The deliverable separates vendor-reported adoption from buyer-reported reality across named enterprise accounts.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">04<\/div>\n <div class=\"future-content\">\n <strong>Churn and Expansion Driver Analysis<\/strong>\n <p>Interviews with churned, downgraded, and expanded accounts to reconstruct the actual decision timeline and isolate root cause. Product gaps, integration failures, champion departure, competitive displacement, and pricing triggers are separated and quantified. Customer success and product teams receive a prioritized retention investment roadmap.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<script>\n const observer = new IntersectionObserver((entries) => {\n entries.forEach(entry => { if (entry.isIntersecting) entry.target.classList.add('visible'); });\n }, { threshold: 0.15 });\n document.querySelectorAll('.animate-on-scroll').forEach(el => observer.observe(el));\n<\/script>\n\n<\/body>\n<\/html>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"has-text-align-center has-accent-color has-text-color has-link-color wp-elements-55ea7415170adc30ae38d0fc701de175\"><strong>THE SIS DIFFERENCE<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-global-color-9-color has-text-color has-link-color wp-elements-857f407cc2c3a7fe3a696a894085fe0a\" style=\"font-size:25px\"><strong><strong>Our service offerings include:<\/strong><\/strong><\/p>\n\n\n<div class='pt-cv-wrapper'> <h3 class='pt-cv-heading-container heading5' data-blockid='0i8f2on2'><span class='pt-cv-heading'> Recommended <\/span><\/h3><div class=\"pt-cv-view pt-cv-blockgrid iscvblock iscvreal list1 layout1 cveffect-darken pt-cv-left\" id=\"pt-cv-view-0i8f2on2\"><div data-id=\"pt-cv-page-1\" class=\"pt-cv-page\" data-cvc=\"2\"><div class=\" pt-cv-content-item pt-cv-2-col\" data-pid=\"44088\"><div class=\"pt-cv-thumb-wrapper pull-left \"><a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/empresa-de-investigacion-de-mercado-de-muestreo-de-encuestas-en-linea\/\" class=\"_blank pt-cv-href-thumbnail pt-cv-thumb-left\" target=\"_blank\" ><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"430\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Online-focus-group-12-1-768x430.jpg\" class=\"pt-cv-thumbnail pull-left\" alt=\"Online Survey Sampling Market Research Company\" \/><\/a><div class=\"pt-cv-taxoterm 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<style>\n#pt-cv-view-0i8f2on2 {text-align: left}\n#pt-cv-view-0i8f2on2 { padding: 0px 0px 0px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields { }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields * { font-size: 13px; }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] { border-color: var(--global-color-9); }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] * { background-color: var(--global-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper:not(.miniwrap) { width: 40%; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail:not(.pt-cv-thumbnailsm) { height: 200px; }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper { }#pt-cv-view-0i8f2on2[class*=\"cveffect\"] .pt-cv-thumb-wrapper, #pt-cv-view-0i8f2on2:not([class*=\"cveffect\"]) .pt-cv-thumbnail { border-radius: 0px 20px 0px 0px; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail { }#pt-cv-view-0i8f2on2 .pt-cv-title a { display: block;color: var(u002du002dglobal-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-title:not(.pt-cv-titlesm) a { font-weight: 600;text-decoration: none;font-size: 22px; }#pt-cv-view-0i8f2on2 .pt-cv-titlesm a { font-weight: 600;font-size: 18px; }#pt-cv-view-0i8f2on2 .pt-cv-content { font-size: 15px; }#pt-cv-view-0i8f2on2 .pt-cv-rmwrap { }#pt-cv-view-0i8f2on2 .pt-cv-readmore { color: var(--base-3);background-color: var(--accent);font-weight: 400;text-transform: capitalize;border-style: none;font-family: \"Helvetica\";font-size: 14px;border-radius: 10px 10px 10px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm { }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm * { color: #222;background-color: #fff6f6;font-size: 14px; }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper { }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper a { font-size: 14px; }#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(2, 1fr);grid-gap: 20px;}#pt-cv-view-0i8f2on2 .pt-cv-rmwrap:hover { }#pt-cv-view-0i8f2on2 .pt-cv-readmore:hover { color: var(--base-3);background-color: var(--global-color-9); }\n@media all and (max-width: 1024px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} \n@media all and (max-width: 767px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} <\/style><link href='\/\/fonts.googleapis.com\/css?family=Default' rel='stylesheet' type='text\/css'><link href='\/\/fonts.googleapis.com\/css?family=Helvetica' rel='stylesheet' type='text\/css'>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Technology Market Research | SIS International Enterprise Technology & SaaS Intelligence Technology Market Research That Asks the Buyer, Not the Vendor Vendor pitch decks overstate adoption curves. Analyst reports aggregate survey data from respondents who may never have evaluated the product. SIS International interviews the IT procurement directors, CIOs, and engineering leaders who actually select, … <a title=\"Technology & Innovation Solutions\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/innovacion-tecnologica\/\" aria-label=\"Leer m\u00e1s sobre Technology & Innovation Solutions\">Leer m\u00e1s<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":14457,"menu_order":46,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-50198","page","type-page","status-publish"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/50198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=50198"}],"version-history":[{"count":14,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/50198\/revisions"}],"predecessor-version":[{"id":85242,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/50198\/revisions\/85242"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14457"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=50198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}