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

Table of Contents
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