CMO Advisory Best Practices Series: Product, Solution, and Industry Marketing

Published by: IDC

Published: Apr. 27, 2007 - 22 Pages

Table of Contents

IDC Opinion

In This Study

Situation Overview

Roles and Responsibilities

Product, Solution, and Industry Marketing Definitions

Figure: Product, Solution, and Industry Marketers' Roles and Responsibilities from a Conceptual Perspective

Figure: Product, Solution, and Industry Marketers' Activities

Best Practice: What's a Solution?

Skills Required for Success

Figure: Product, Solution, and Industry Marketers' Required Skill Sets

Best Practice: Collecting the Voice of the Customer

Organizational Structure of Product, Solution, and Industry Marketing

Staffing Levels

Figure: Product, Solution, and Industry Marketers' Optimal Staffing Levels

Alignment Across the Organization

Figure: Product, Solution, and Industry Marketers' Importance of Alignment with Other Internal Groups

Figure: Product, Solution, and Industry Marketers' Time Spent Internally Versus Externally

Best Practice: Alignment of Product Marketing and Product Management

Figure: Product Manager to Product Marketing Ratios Across Hardware, Software, and Services

Best Practice: Alignment with Field Marketing and Sales

Figure: SAS Standardized Documents for Portfolio Solutions and Industry Marketing

Figure: SAS Sales and Marketing Portal

Best Practice: Standardized Processes

Performance Metrics

Future Outlook

Essential Guidance

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Related Research

Synopsis

Abstract

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