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Marketing Budget Planner 2006: Benchmarks and Key Performance IndicatorsPublished by: IDC Published: Sep. 13, 2005 - 78 Pages Table of ContentsTable 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 Six for 2006: IDC's Essential Guidance to Tech CMOs Continue to Build Overall Investment Improve Skill Sets Develop the Fourth Dimension of the Organization Chart Address Global Alignment Invest in the Marketing Operations Role Keep Pushing on Marketing Performance Measurement Respondent Companies: A Partial List Table: Survey Participants Table: Technology Vendor Revenue and Marketing Spend by Technology Sector ($M) Profile of Respondents Figure: Respondents by Title and Technology Sector Table: Technology Vendor Revenue by Technology Sector (% of Respondents) Table: Technology Vendor Marketing Spending Share by Company Revenue and Technology Sector (% of Total Marketing Spend) Figure: Technology Vendor Revenue Share and Marketing Spending Share by Company Revenue Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector Table: Technology Vendors by Number of Employees and Technology Sector (% of Respondents) Figure: Technology Vendor Revenue Share by Customer Segment and Technology Segment Figure: Marketing Spending as a Percentage of Technology Vendor Revenue by Company Revenue Situation Overview Introduction Key Changes in Tech Marketing Benchmarks and KPIs for the Full Year, 2005 Complete Marketing Benchmarks and KPIs for 2005 Marketing KPIs: Impact of Company Size, Sector, and Channel Strategy Figure: Marketing Spending as a Percentage of Technology Vendor Revenue by Technology Sector Figure: Marketing Spending as a Percentage of Technology Vendor Revenue by Channel Strategy Complete Benchmarks and KPIs Analysis for 2005 Marketing Budget Ratio Marketing Investment Change Table: Profile of Respondents by Key Performance Indicators and Technology Sector (Mean %) Program-to-People Ratio Figure: Technology Vendor Marketing Spending Share for Programs and Staff by Technology Sector Marketing Operations Ratio Centralization Ratio Program Outsourcing Ratio Marketing Throughput Ratio Figure: Marketing Throughput Ratio by Technology Sector: Program Spending per Marketing Employee, 2005 Awareness-Demand Ratio Marketing-Mix Allocations Marketing Program Budget Distribution Table: Technology Vendor Marketing Program Spending Share by Activity and Technology Sector (Mean %) Figure: Technology Vendor Marketing Spending Share by Activity Figure: Technology Vendor Advertising Spending Share by Technology Sector Figure: Technology Vendor Event Spending Share by Technology Sector Figure: Technology Vendor Marketing Support and Sales Tools Spending Share by Technology Sector Figure: Technology Vendor Direct Marketing Spending Share by Technology Sector Awareness Versus Demand Figure: Awareness-Demand Ratio Taxonomy Figure: Technology Vendor Average Marketing Spending to Build Brand Awareness by Technology Sector Outsourcing of Marketing-Mix Elements Table: Technology Vendor Outsourced Marketing Program Spending Share by Activity and Technology Sector (Mean %) Staff Allocations and Trends Table: Technology Vendor Marketing Staff by Activity and Technology Sector Figure: Technology Vendor Marketing Employee Distribution by Activity The Rise of the Marketing Operations Function The Impact of Channel Support Investing in the Channel for Downmarket Growth Figure: Technology Vendor Revenue Share by Sales Channel and Technology Sector Figure: Increased Marketing Expense Correlates to the Development and Support of Alternate Sales Channels in the Software Sector 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 Marketing Priorities for 2006: Interviews with CMOs Figure: Top Marketing Challenges Facing Technology CMOs CMOs' Self-Assessment Report Card: A "B" for 2005 Alignment and Integration Table: Technology Vendor Marketing Organization Alignment, Maturity, and Use of Customer Data by Technology Sector Table: Technology Vendors' Distribution of Marketing Spending Between Centralized and Decentralized Strategies by Technology Sector (Mean %) Marketing Performance Measurement The Voice of the Customer Sales and Marketing Alignment Figure: Planned Initiatives to Technology Vendor Marketing and Sales Alignment in Next 12 Months Future Outlook Impact Essential Guidance Actions to Consider Learn More Related Research Appendix A: IDC's CMO Advisory's 2005 Technology Marketing Benchmarks Survey Respondent Eligibility Company Overview Marketing Strategy Marketing Employees Marketing Spending Best Practices Appendix B: Glossary for IDC's CMO Advisory's 2005 Technology Marketing Benchmarks Survey Marketing Budget Glossary and Guidelines: Instructions Table: CMO Glossary: Program Spend Table: CMO Glossary: Marketing Employees Table: CMO Glossary: Regions Table: CMO Glossary: Sales Channels Table: CMO Glossary: Key Performance Indicators Synopsis AbstractThis IDC study on technology marketing investment and resource priorities discusses the results of IDC's third annual marketing benchmarks survey of nearly 100 major technology vendors within the software, hardware, and services sectors. The analysis provides a detailed evaluation of quantitative and qualitative data, including key performance indicators that should be a part of every CMO's marketing dashboard, a breakdown of 15 staff levels, and 34 program spend areas by sector, as well as the identification of keys for success for marketing executives during 2005 and beyond. "During 2005, marketing investment has increased at its fastest rate in four years, indicating that leading vendors are willing to make the investments that will lead to revenue and share gains. For the full year 2005, marketing investment by technology vendors will increase by 6.4%, and IDC expects a similar or slightly greater level of investment increase for 2006. Inside the tech marketing organization, CMOs are making significant investments in the organization and infrastructure. This includes new investments in hiring and skill set improvements, creation of the marketing operations function, attention to global coordination and alignment, and increased investment in MRM technology and marketing dashboards. IDC's third annual Technology Marketing Benchmarks Survey provides insight into the management techniques and investment strategies based on IDC's unique access to the world's largest and most influential technology marketing leaders." ? Richard Vancil, vice president, CMO Advisory Research Get Full Details About This Report >> |
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