Building trust through tech product comparisons

Only 6% of CTOs discover vendors at conferences. Yet vendors spend millions on events. Here's what 100 CTOs told us about how they actually find and shortlist vendors. I used Wynter to survey CTOs, here’s what we discovered about how top technology leaders find software solutions. CTOs use a "trust but verify" approach: 1. Build the initial shortlist via Google (72%) "I would google for vendors and then search for comparative reviews of the identified tools." Almost three‑quarters of CTOs kick off their search with a simple Google query. 2. Ask peers if you're legit (53%) "I will typically reach out to peers in the industry to see what software they are using." Social proof goes a long way. 3. Check if analysts rate you (23%), see if the reviews say you suck (20%) About one‑in‑four rely on analyst research (Gartner, Forrester, IDC, InfoTech) to cross-check and validate vendor reputations. While these sources offer deep market insights, they aren’t typically the first stop for discovery. "We then explore trusted industry sources such as Gartner, Forrester, and IDC reports for vendor comparisons. We also leverage peer reviews on G2, Capterra, and TrustRadius to assess real-world performance." It's mostly companies with 1000+ employees that are turning to analysts, but also smaller (250+). 5. Then (maybe) talk to your sales team Another 20% turn to their existing vendor relationships, resellers or Managed Service Providers for recommendations. Here's one journey that illustrates the whole flow: "I start by Googling the type of tool, and look at both the organic results as well as the paid ads. For example, I might search of "load testing tools" or "best load testing tools". I would also look for results from Gartner, Reddit, or other sites that might be comparing tools. Once I started getting a list of some of the names of tools, I would start searching for "tool X versus tool Y" or searches like that. Then, I would start to go to the actual vendor sites. But sites, like Reddit where people discuss tools can sometimes be very helpful (or maybe a site like Stack Overflow if it is a tech tool)." CTOs trust random Reddit threads more than your pitch. Another CTO described his process: "I start with Google, then check Gartner, and finally ask my peers on LinkedIn." This three-step verification is everywhere. AI tools (ChatGPT, Gemini, etc.) are making their way into the vendor selection process, but only about one in five CTOs use them to jump‑start their vendor lists. Dominant AI use cases are vendor comparisons and summarizing analyst reports. What this means for vendors: • SEO matters more than your event budget. Focus on comparison content. • Peer validation is used to validate choices, take care of your customers • Check how you come across in vendor comparisons in AI. Time to focus on AIO. • Encourage your customers to discuss you on reddit, Slack groups etc where online research is being conducted

I strongly believe that technology can drive processes in a way that builds and strengthens trust between clients & vendors. Tech platform services have made processes in project procurement faster, data-driven, and transparent. Tasks like vendor scouting, assessments, and comparisons that once took weeks can now be done in days. Trust is built when decisions are backed by data and transparency—stakeholders understand why a vendor was chosen. Responsiveness is equally critical; when clients promptly address vendor queries, it fosters confidence on both sides. I remember we worked with a client struggling to find the right vendor for a specialized CapEx project. Through Venwiz, they: - Identified pre-verified vendors in a flash. - Assessed vendor capabilities with over 20+ custom data points. - Used the platform to share updates and ensure alignment with vendors. The result? A faster, more objective, and transparent process that strengthened trust on both sides. For me, the intersection of technology and trust makes decisions more objective and better informed. But these are my experiences, would love to hear your thoughts/additions. #Procurement #CapEx #Trust #Technology

When potential customers ask ChatGPT: “What’s the best tool for my business?” OR “Should I choose this or that as a tool?” The answer isn’t random. AI pulls from your website, customer reviews & industry mentions to make recommendations and AI surfaces strengths, weaknesses, and buyer personas—all based on public perception. Dharmesh Shah tested this with HubSpot vs. Salesforce and found something crucial: AI isn’t just comparing brands - it’s actively guiding purchasing decisions. And the way AI perceives your brand today? That’s how potential customers see it too. How to Improve AI's Perception of Your Brand: ✅ Refine your public content—Your website, blogs, and documentation should directly counter any misconceptions. ✅ Leverage customer sentiment—Encourage positive reviews and community discussions; AI factors these in. ✅ Strengthen industry credibility—News coverage, analyst reports, and thought leadership shape AI recommendations. The most effective content types? Customer case studies, Technical documentation, Third-party examples, Community success stories & Peer recommendations build trust. 💡 Your AI perception today is your market perception tomorrow. Want to test it? Ask ChatGPT how it compares your brand. The results might surprise you.