行銷投資計畫（2010年）：標竿範例學習、重要業績指標及CMO優先事項

Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators, and CMO Priorities

出版商	IDC
出版日期	2009年10月	商品編碼	102438
內容資訊	英文 Pages: 70
價格	US $ 5000 PDF by E-mail (Single user license)

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行銷投資計畫（2010年）：標竿範例學習、重要業績指標及CMO優先事項 是由出版商IDC在2009年10月所出版的。這份英文市場調查報告書包含Pages: 70 價格從美金5000起跳。

This IDC study on technology marketing investment and resource priorities discusses the results of IDC' s seventh annual marketing benchmarks survey of the largest and most influential global technology vendors within the software, hardware, and services sectors. The analysis provides a detailed evaluation of quantitative and qualitative data, including operational key performance indicators (KPIs) that should be a part of every CMO' s operational planning. It also provides an analysis of 18 staff disciplines and over 30 program spend areas by sector and essential guidance for keys to success for marketing executives during 2009–2010.

IDC Opinion
In This Study

Methodology

Fiscal Year Basis and Year-on-Year Data Analysis
Quality Control Processes
Organization of Survey Questions
Survey Eligibility Criteria
Data Comparison with Other IDC Surveys

Executive Summary

Methodology
IDC' s Essential Guidance to Technology CMOs for 2010

Investment and Productivity Guidelines
Identification of Focus Areas for CMOs and Their Teams

Wrapping up 2009: What' s Working Well?
What Needs Work in 2010

Situation Overview

Introduction
IDC' s Recommended Operational KPIs for 2009–2010

Respondent Companies: A Partial List
Profile of Respondents
Marketing KPIs: Impact of Company Size, Sector, and Channel Strategy
IDC' s Target Operational KPIs for Marketing Leaders

Marketing Investment Change
Marketing Budget Ratio
Program-to-People Ratio
Marketing Operations Ratio
Centralization Ratios (Total Marketing Investment)
Marketing Staff Throughput
Awareness-Demand Ratio

Marketing Mix Allocations

Marketing Program Budget Distribution
Awareness Versus Demand

Staff Allocations and Trends

The Marketing Operations Function — Maintaining the Momentum
Rise of the Campaign Manager Role
Sales Enablement
Rise of the Social Media Function

The Impact of Channel Strategies on Operational KPIs and Marketing Mix
The Case for Marketing Automation — A More Strategic Perspective
IDC' s 2009 Marketing Performance Matrix: Identifying Innovation in Technology Marketing Leadership

IDC' s Marketing Leadership Quadrant Case Study #1: Sybase
IDC' s Marketing Leadership Quadrant Case Study #2: Intel
IDC' s Marketing Leadership Quadrant Case Study #3: Citrix

Future Outlook

Impact

Essential Guidance

Actions to Consider

Learn More

Related Research
Appendix: IDC' s CMO Advisory' s 2009 Technology Marketing Benchmarks Survey

Respondent Eligibility
Company Overview
Marketing Employees
Marketing Spending
Marketing Automation
Best Practices

Synopsis

Table: IDC Technology Marketing Benchmarks Database
Table: Technology Vendor Revenue and Marketing Spend for IDC' s Entire Database ($M)
Table: Technology Vendor Revenue by Technology Sector (% of Respondents)
Table: Profile of Respondents by Key Performance Indicators and Technology Sector (Weighted Mean %)
Table: Technology Vendor Marketing Program Spending Allocation by Activity and Technology Sector (Weighted Mean %)
Table: Technology Vendor Marketing Staff Distribution by Activity and Technology Sector (Mean % of Total Staff)
Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 75%+ of Revenue from Direct Sales
Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 50–74% of Revenue from Direct Sales
Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 25–49% of Revenue from Direct Sales
Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with <25% of Revenue from Direct Sales
Table: IDC' s Marketing Performance Matrix: Key Attributes for Operations Efficiency
Table: IDC' s Marketing Performance Matrix: Key Attributes for Execution Effectiveness
Figure: Respondents by Title and Technology Sector
Figure: Technology Vendor Revenue Share and Marketing Spending Share by Company Revenue Range
Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector
Figure: Technology Vendor Revenue Share by Customer Segment and Technology Sector
Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Revenue
Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Technology Sector
Figure: Marketing Spend as a Percentage of Revenue (Market Budget Ratio) by Channel Strategy
Figure: Range of Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Sector
Figure: Program Spend as a Percentage of Total Marketing Spend (Program-to-People Ratio) by Revenue Range
Figure: Technology Vendor Marketing Program Spending Allocation by Activity
Figure: Technology Vendor Advertising Spending Allocation by Technology Sector
Figure: Technology Vendor Event Spending Allocation by Technology Sector
Figure: Technology Vendor Digital Marketing Spending Allocation by Technology Sector
Figure: Technology Vendor Marketing Support and Sales Tools Spending Allocation by Technology Sector
Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector
Figure: IDC' s Awareness-Demand Key Performance Indicator Taxonomy
Figure: Awareness Building Spend as a Percentage of Total Marketing Spend by Technology Sector, 2009 (Awareness-Demand Ratio)
Figure: Technology Vendor Marketing Employee Distribution by Activity
Figure: Distribution of Marketing Staff by Funding Source
Figure: IDC' s Sales Enablement Framework: From Marketing Through to Sales
Figure: Technology Vendor Revenue Source by Sales Channel and Technology Sector
Figure: IDC' s Marketing Automation Framework
Figure: Worldwide CRM Revenue Growth by Segment, 2009–2013
Figure: Level of Marketing Automation Maturity by Activity
Figure: IDC' s Marketing Performance Matrix: Hardware, Software, and Services Companies