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市場調查報告書

IDC的技術行銷的投資計劃:基準、KPI、CMO的優先順序

IDC Tech Marketing Investment Planner, 2015: Benchmarks, Key Performance Indicators, and CMO Priorities

出版商 IDC 商品編碼 289950
出版日期 內容資訊 英文 46 Pages
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IDC的技術行銷的投資計劃:基準、KPI、CMO的優先順序 IDC Tech Marketing Investment Planner, 2015: Benchmarks, Key Performance Indicators, and CMO Priorities
出版日期: 2014年11月13日 內容資訊: 英文 46 Pages
簡介

本報告以全球主要技術系企業的CMO(行銷策略長)的訪談為基礎,提供重要業績評估指標(KPI)、計劃支出的分配、行銷人員、社群媒體、主要的經營管理等,側重於技術行銷基準的焦點,為您概述為以下內容。

IDC的見解

調查概要

  • 調查手法
  • 摘要整理

概況

  • 簡介
  • 調查受訪者的人口統計
  • IDC經營的重要業績評估指標(KPI)
  • 計劃支出的分配與趨勢
  • 職員的分配與趨勢
  • 流通管道策略對經營的KPI的影響與行銷結構
  • 主要的經營管理

未來展望

主要的建議

參考資料

  • 相關調查
  • 附錄:調查問題的結構
  • 附錄:受訪者的企業
  • 調查手法
  • 會計年度、與去年同期比較資料分析
  • 摘要

圖表

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目錄
Product Code: 252309

This IDC study features results from IDC CMO Advisory Service's 12th annual Technology Marketing Benchmarks Survey and provides marketing executives with benchmarks for key performance indicators, program spend allocations, marketing head count, social media, and lead management.

Table of Contents

IDC Opinion

In This Study

  • Methodology
  • IDC's Essential Guidance for 2015
    • Three Imperatives for CMOs in 2015
      • Imperative 1: Get More Aggressive on Skill Set and New-Hire Transformation
      • Imperative 2: Develop Your Content Marketing Strategy and Execution Plan
      • Imperative 3: Rethink the Marketing Technology Road Map
    • Investment and Productivity Guidelines

Situation Overview

  • Introduction
  • Survey Participant Demographics
    • Profile of Respondents
  • IDC's Operational KPIs for 2014-2015
    • The Effects of Company Demographics on Operational KPIs
    • IDC's Target Operational KPIs for Marketing Leaders
      • Marketing Investment Change
      • Marketing Budget Ratio
      • Staff Efficiency KPIs: Program-to-People Ratio, Marketing Staff Throughput, and Revenue per Staff
        • Program-to-People Ratio
        • Marketing Staff Throughput
        • Revenue per Marketing Staff
      • Centralization Ratios (Total Marketing Investment)
      • Marketing Operations Ratio
      • Awareness-Demand Ratio
  • Program Spend Allocations and Trends
    • Digital Marketing Investment Taking a Pause
    • Key Trends Within Specific Program Categories
  • Staff Allocations and Trends
  • The Impact of Channel Strategies on Operational KPIs and the Marketing Mix
    • Channel Strategy Makes a Difference
    • Recommendations for Shifting Investment Mix
  • Lead Management
    • "Rule of Thumb" Conversion Rates
      • No Drama in the Pipeline Velocity Department
      • Inbound Continues to Increase
      • Marketers Are Surprisingly Positive About Attribution

Future Outlook

Essential Guidance

Learn More

  • Related Research
  • Appendix A: Organization of Survey Questions
  • Appendix B: Respondent Companies - A Partial List
  • Methodology
  • Fiscal Year Basis and Year-on-Year Data Analysis
    • Quality Control Processes
    • Survey Eligibility Criteria
    • Data Comparison with Other IDC Surveys
  • Synopsis

List of Tables

  • Table: Technology Vendors by Company Revenue and Technology Segment (% 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 by Activity and Technology Sector
  • Table: Lead Conversion Rates for Value Accounts (%)
  • Table: Lead Conversion Rates for Volume Accounts (%)
  • Table: Lead Velocity Rates for Value and Volume Accounts, 2014
  • Table: IDC's Technology Marketing Benchmarks Database, 2014

List of Figures

  • Figure: Marketing Budget Change and Company Revenue Change, 2004-2014
  • Figure: Technology Vendor Revenue Share by Customer and Technology Segment
  • 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 (Marketing Budget Ratio) by Channel Strategy
  • Figure: Marketing Investment Change by Company Size
  • Figure: Marketing Investment Change by Technology Sector
  • Figure: Program-to-People Ratios by Sector, Size, and Channel Strategy
  • Figure: IDC's Awareness-Demand Key Performance Indicator Taxonomy
  • Figure: Awareness-Demand Ratios by Sector, Size, and Channel Strategy
  • Figure: Digital Marketing Program Spend Allocations, 2009-2014
  • Figure: The 2014 Program Spend Mix: Digital Marketing as Part of Overall Spending
  • Figure: The 2014 Program Spend Mix - The "Digital Island" View
  • Figure: Technology Vendor Advertising Spending Allocation by Technology Sector
  • Figure: Technology Vendor Event Spending Allocation by Technology Sector
  • Figure: Technology Vendor Sales and Partner Enablement Spending Allocation by Technology Sector
  • Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector
  • Figure: Technology Vendor Web Site Spending Allocation by Technology Sector
  • Figure: Technology Vendor Marketing Technology Spending Allocation by Technology Sector
  • Figure: Technology Vendor Interaction Management Spending Allocation by Technology Sector
  • Figure: Technology Vendor Intelligence Spending Allocation by Technology Sector
  • Figure: Technology Vendor Marketing Staff Distribution by Activity
  • Figure: Distribution of Marketing Staff by Funding Source and Company Revenue
  • Figure: Technology Vendor Revenue Share by Sales Channel and Technology Sector
  • Figure: IDC's Marketing and Sales Pipeline Taxonomy
  • Figure: Lead Generation: Total Leads from Marketing
  • Figure: Lead Generation: Pipeline Total Dollar Value from Marketing
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