Abstract
This IDC study on technology marketing spending and resource priorities
discusses the results of a recent survey of 41 technology firms within the
software, hardware, services, and telecommunications sectors. The analysis
provides a detailed evaluation of expected shifts in marketing budgets and
prioritization of marketing objectives and identifies keys for success for
marketing executives during 2008. Key performance indicators (KPIs) and program
and staffing levels from IDC' s CMO Advisory Technology Marketing Benchmarks
database are also included to help guide IDC clients in their marketing
investment and allocation decisions.
IDC forecasts that, across the worldwide IT vendor community, tech marketing
budgets will increase by 4% for the full year 2008. This budget increase is the
lowest that IDC has forecast in the past four years and portends further
pressure on the marketing function for cost control and productivity increases.
"If we haven' t seen pressure, we will see it coming as CEOs and CFOs take a
look at the balance sheet to make sure we are prepared for a downturn," said
Michael Gerard, VP research, CMO Advisory Service. "Pressure is falling on CMOs
to adjust their spend. There is an increased need for marketing efficiency and
effectiveness."
Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Situation Overview
- Survey Findings
- Respondent Companies
- Table: 2008 CMO Tech Marketing BarometerRespondents (Partial List)
- Figure: Respondents by Sector, 2008
- Figure: Respondents by Annual Company Revenue, 2008
- High Expectations for Revenue Growth in 2008
- Figure: Expected Annual Change in Revenue, 2007 and 2008
- Tolerance for Risk Continues to Decrease in 2008
- Figure: Marketing Investment/Activity Risk Tolerance, 2007 and 2008
- Figure: Marketing Investment/Activity Risk Tolerance by Revenue Growth Expectations, 2008
- 2008 Global IT Spending Growth Will Outpace Tech Marketing Investment Growth
- Figure: Tech Marketing and Global IT Spending Growth, 1999-2008
- Figure: Marketing Investment/Activity Growth Expectations, 2007 and 2008
- Key Changes in Marketing Programs and Staff for 2008
- How Would Marketers React If There Budgets Were Increased/Decreased by 10%?
- Has Any Progress Been Made in Marketing and Sales Alignment?
- Figure: Alignment Between Marketing and Sales Effectiveness, 2007 and 2008
- Marketing and Sales Alignment Priorities in 2008
- Figure: Marketing and Sales Alignment Priorities, 2008
- Sales Enablement Initiatives in 2008
- Figure: Sales Enablement Priorities, 2008
- Update of IDC' s 2007 Tech Marketing Benchmarks Survey Results
- Top Operations Metrics for Marketing Leaders
- Table: Marketing Financial and Staff Data and Operations Metrics
- Marketing Investment Decisions - Gauging Your Marketing Mix Strategy
- Table: Marketing Program Spending Distribution by Activity
- Table: Marketing Staff Head Count Distribution by Activity
- Future Outlook
- Essential Guidance
- Learn More
- Related Research
- Appendix: IDC' s 2008 CMO Tech Marketing Barometer
- Participant Information
- Marketing Investment Strategy
- Marketing Priorities for 2008
- Sales and Marketing Alignment
- Synopsis
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