Maximising return on investment (ROI) is the biggest challenge for chief executives as they begin to see an upswing in the economy.
According to PwC's second annual survey of techMark-listed firms, chief executives are feeling upbeat, with respondents claiming that IT spending is set to improve.
Stephen Mount, UK audit and assurance technology industry leader at PwC, said: "Eighty-nine per cent of chief executives say their biggest challenge is to maximise ROI.
"They are moving away from revenues towards focusing on the bottom line. It's a return to savvy buying. Resellers will have to prove their product and value-add is better than the rest."
Shaun Garrity, business development director at VAR Genesis Telecommunications, agreed, adding that financial directors are more shrewd when making deals.
"Companies don't want the cheapest deals any more; they want the best ROI," he said. "There's no room for ambiguity. It's making people sell more professionally and accurately."
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