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CMO Advisory Best Practices Series: Sales Enablement - Marketing Content and Asset ManagementPublished by: IDC Published: Aug. 19, 2009 - 32 Pages Table of ContentsTable of Contents IDC Opinion In This Study MethodologySituation Overview What Is Sales Enablement?The Marketing Asset Life CycleDefinitionsWho Is Accountable for the Marketing Asset Life Cycle?Key Processes for Content and Marketing Asset ManagementCurrent State of Marketing Assets in the Technology IndustryWhat Processes Do You Have for Assuring Content and Marketing Asset Quality?Best Practice Case Study: Marketing Content Board (Avaya)Do You Understand Your Customers' Buying Process as Well as Their Content and Marketing Asset Needs?IDC Customer Experience Data and Its Relevance to Sales EnablementSales Enablement TechnologyBest Practice Case Study: Leveraging Sales Enablement Technology (VMware)Technology — VMware's Utilization of SAVOVM VaultThe "Esch" FileVM RadioVM ExpressBest Practice Case Study: Leveraging Web 2.0 for Sales Enablement (Sun)Future Outlook Essential Guidance Learn More Related ResearchSynopsisTable: Sales Representatives' Time Spent on Preparation Activities by Marketing Impact Level (Mean Hours Per Week) Table: Sales Information Distribution Method by Marketing Impact Level (Mean %) Figure: Marketing Organization Priorities, 2009 Figure: Marketing's Effectiveness at Optimizing Worldwide Sales from a Marketing and a Sales Perspective, 2007–2009 Figure: IDC's Sales Productivity Framework Figure: IDC's Marketing Asset Life Cycle Figure: Involvement of Corporate Marketing, Business Units, and Regions Along the Marketing Asset Life Cycle Figure: Marketing Organization of the Future Figure: Sales Enablement Reporting Structure Figure: Existence of Sales Enablement by Company Revenue, 2009 Figure: Marketing Asset Usage Figure: Reasons Why Marketing Assets Are Not in Use Today Figure: Percentage of Marketing Assets That Need to Be Updated or Retired Figure: Hours Spent Per Week Consuming Third-Party Information to Support Purchase Decisions Figure: Sales Representatives' Workday Tasks Figure: Sales Portal Capabilities Figure: VMware's VM Vault Figure: VMware's Esch File Figure: VMware's VM Radio Figure: VMware's VM Express Figure: Sun's Sales Enablement: Catering to Busy Sales Reps Figure: Sun's Sales Enablement: Peer-to-Peer Versus Formal Content Creation Figure: Sun's Sales Enablement: Leveraging Key Social Networking Capabilities AbstractThis IDC study assesses the current state of the people, process, and technology involved in sales enablement, with a focus on marketing content and asset management, including identifying best practice companies in these areas. This study provides a road map for marketing to improve sales enablement from a people, process, and technology perspective, including case studies from best practitioners. The results of this study are based on interviews with marketing and sales enablement professionals in major technology companies, including Avaya, CA, Hitachi, HP, Intel, Kodak, Quest Software, Siemens, Sun, Symantec, and VMware. Insights are also included from IDC's recent Marketing Operations Leadership Board meeting and IDC's annual Tech Marketing Benchmarks and Barometer Surveys. "As marketers, we've invested too much of our resources that have not been leveraged by sales and our customers — over 40% of marketing assets are not in use today, due to either lack of relevancy, asset credibility, or an inability for users to find these assets," said Michael Gerard, VP research, IDC's CMO Advisory Service. "Marketing and sales leaders will reverse this trend of wasted resources by assigning accountability for this and related processes; developing and executing more consistent processes for asset creation, deployment, and maintenance; and executing a more consolidated sales portal strategy that integrates with sales CRM applications and leverages new social media trends and technologies." Get Full Details About This Report >> |
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