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2009 CMO Tech Marketing Barometer - Investment Forecast and Essential Guidance for Marketing ExecutivesPublished by: IDC Published: Apr. 8, 2009 - 33 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Situation Overview Survey Findings Respondent Companies Table: 2009 CMO Tech Marketing Barometer Respondents Figure: Respondents by Sector, 2009 Figure: Respondents by Annual Company Revenue, 2009 Tolerance for Risk Continues to Decrease in 2009 Figure: Marketing Investment/Activity Risk Tolerance, 2007, 2008, and 2009 0.5% Growth for Global IT Spending in 2009, While Average Tech Marketing Investment Drops 10% Figure: Tech Marketing and Global IT Spending Growth, 2004-2009 Figure: Marketing Investment Change in Program Spending and Staff Spending, 2009 Figure: Prospects for an Increase in Marketing Investment, 2009 The Pendulum of Priorities Swings to Demand Generation Figure: Marketing Organization Priorities, 2009 How Will Marketing Staff and Program Mix Be Impacted in 2009? New Staff Investment Areas A Tectonic Shift in Marketing Mix Figure: Allocation of Marketing Program Spending by Activity, 2009 Figure: Marketing Investment Change in Spending, 2009 How Should You Allocate Your Digital Marketing Spend? Figure: Digital Marketing Priorities, 2009 Marketing Automation - A Performance Booster in the Downturn Figure: Marketing Automation Ratio: Percentage of Marketing Budget Invested in Marketing Automation Software Figure: IDC's Marketing Automation Framework Figure: Marketing Automation Priorities/Initiatives, 2009 Marketing and Sales Alignment Figure: Alignment Between Marketing and Sales Effectiveness, 2007, 2008, and 2009 Figure: Sales Enablement Priorities, 2009 Update of IDC's 2008 Technology Marketing Benchmarks Survey Results Top Operations Metrics for Marketing Leaders Table: Marketing Financial Data and Operations Metrics Marketing Investment Decisions - Gauging Your Marketing Mix Strategy Table: Marketing Program Spending Distribution by Activity Table: Marketing Staff Head Count Distribution by Activity Future Outlook Essential Guidance Learn More Related Research Appendix: IDC's 2009 CMO Tech Marketing Barometer Participant Information Marketing Investment Strategy Marketing Priorities for 2009 Sales and Marketing Alignment Synopsis AbstractThis IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 44 technology firms within the software, hardware, services, and telecommunications sectors. The analysis provides answers to the following questions: How will marketing investment change in 2009? More specifically, what marketing mix and staff shifts will occur? What should CMOs and their teams do in 2009 to best "weather" the downturn and even increase their potential to take share from competitors? How can I best leverage marketing automation as key success factor? Key performance indicators (KPIs) and program and staffing levels from IDC's CMO Advisory 2008 Technology Marketing Benchmarks database are also included to help guide IDC clients in their marketing investment and allocation decisions. IDC forecasts that, across the worldwide IT vendor community, tech marketing budgets will decrease by 10% for the full year 2009. This budget decrease is the lowest that IDC has forecast in the past six years and portends further pressure on the marketing function for cost control and productivity increases. "Marketing program spend and staff levels will continue to be under significant pressure in 2009; however, we are in a better position than ever before to respond to these challenges," said Michael Gerard, VP research, IDC's CMO Advisory Practice. "Marketers should leverage the downturn to drive change across their organization, reassessing traditional marketing strategies and investments and taking new, innovative approaches to executing their go-to-market strategy - such as deploying marketing shared services, and improving sales enablement and related content and marketing asset management processes." Get Full Details About This Report >> |
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