GLG Network Survey: Accounting Software Customers

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GLG interviewed 90 senior executives who are decision makers in the selection of Accounting Software in their organisation.

What will you learn from this survey?

  • The survey explored the Accounting Software competitive landscape, assessing use and consideration of the various vendors such as Sage, Xero and SAP.
  • Furthermore, the survey investigated adoption of cloud solutions and whether COVID-19 has impacted decisions around this.
  • Lastly, the research captured respondents’ switching intentions, including where it occurred what the reason for this was.

Examples of findings:

  • There are clear regional differences in which providers are being used, with Xero being a clear favourite in ANZ (90%) whereas Quickbooks takes the lead in the US (65%).
  • The majority of respondents use a cloud/online solution (78%), though Europe falls behind in this area (68%) compared to the US (85%) and ANZ (95%).
  • Just 15% of respondents indicated intention to change vendor(s) within the next 3 years, with the cost of migrating being stated as a deterrent to this (57%).


The GLG Surveys team drafted the questionnaire with the support of GLG Network Member, Robert Lips, former SVP at Intuit.

The standard deliverable includes: 

  • 1 x Individual responses (“raw data”) in Excel.
  • 1 x PPT report with aggregated data.
  • Executive summary with key takeaways and highlights from the raw data.


  • What functionality is most important from your accounting software?
  • What type of offering is your accounting software?
  • How likely are you to migrate all your software to public cloud SaaS solutions over the next 1 to 2 years?
  • How many user licences did you purchase?
  • How satisfied were you with your accounting software in terms of ease of setup and use?
  • Did you integrate your accounting software with other cloud services like Salesforce, Square or ADP?
  • How likely would you change vendors in the next 3 years?
  • To what extent are you knowledgeable about using live accounting experts to help you with your accounting virtually?

This survey is available to subscribers of the Technology, Media and Telecom (TMT) sector (Limited subscriptions and above). This offer includes the raw data file and a high-level presentation through PowerPoint. Please contact your GLG representative for details on your firm’s access.

Request other available and upcoming Network Surveys within the sector:

  • US Universities New!
    • 50 deans and senior leadership professionals working in universities across the US commented on the intake volume for the upcoming terms as well as their budgeting plans for food service providers such as Aramark, Sodexo, Compass and Elior, and educational resource publishers such as Pearson Education, Macmillan Learning, McGraw-Hill Education, HarperCollins Publishers and Simon & Schuster.
    • Questionnaire was drafted by Carol Mandel, Distinguished Presidential Fellow with the Council on Library and Information Resources in Washington DC.
  • CDN Customers New!
    • 70 customers of Content Delivery Networks discussed their usage of CDNs, providing a competitive assessment of the various vendors within the space such as Fastly, Akamai and Cloudflare. Furthermore, respondents discussed the services they use, uptake as a result of COVID-19, and outages experienced with their vendor.
    • Questionnaire was drafted by Maurizio Monti, former Channel and Partnerships Manager at Cloudflare.
  • UK Rail New!
    • GLG interviewed 30 senior executives within the UK rail space on the expected changes in the industry following the creation of GBR.
    • Questionnaire was drafted by Nigel Harris, Managing Director at The Railway Consultancy Ltd.
  • Semiconductors Supply Chain New!
    • 60 senior executives working within the semiconductors space (suppliers/ distributors, manufacturers) commented on the latest market dynamics and COVID-19 impact on the industry.
    • Questionnaire was drafted by Hans Rijns, former Senior Vice President, Chief Technology Officer and Head of Research at NXP Semiconductors.



Please be advised that GLG Network Surveys operate differently than traditional GLG consultations, surveys, teleconferences, etc. and it is advisable that you consult with your firm’s legal and/or compliance department to review your use of the product and the payment for such work under your current subscription.

By downloading this document and/or participating in the Network Survey, you understand and agree that the information and material provided by GLG, including survey results and survey proposal information, is provided for your own insight and informational purposes only. You further acknowledge and agree that this is a Network Survey for multiple GLG clients, and the results will be provided to all GLG clients that agree to participate in the Network Survey and GLG clients that agree to purchase the Survey results in the future. All survey results do not constitute investment advice or a recommendation. In using this Survey, you agree to hold Gerson Lehrman Group and the Survey respondents harmless and free of all liability as a result of your use of this Network Survey, other than liability resulting from the gross negligence or wilful misconduct of the protected party. You otherwise agree to be bound by Gerson Lehrman Group’s Usage Policies in your interactions with Gerson Lehrman Group and your receipt of services. These Survey results are for are for client’s own use and client shall not redistribute, disseminate, publish, or display the same, in whole or in part, to any third parties or publicly without the prior written permission of Gerson Lehrman Group, except explicitly set forth in your agreement with GLG. This survey will be double-blinded to both client and respondent. GLG reserves the right to restrict the number of clients that can pre-commit access. These Network Surveys are priced outside of standard GLG subscriptions but at a substantially reduced price to commissioning a fully proprietary GLG Network Survey. Upon finding these terms acceptable, please send an affirmative confirmation via email, which GLG will file in its records. Once confirmed, please note that the Client’s agreement to purchase the Network Survey is a legally binding and irrevocable commitment. If the survey is not included within your subscription, GLG will invoice Client for the fees due for the Network Survey. Please note that some respondents may not be Network Members, and the Terms and Conditions of Network Membership would not apply to such respondents and detailed records for them will not be available aside from the information that GLG captures in the Network Survey.

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