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Using Benchmarks for Actionable Planning

Using Benchmarks for Actionable Planning

This IDC Perspective provides marketing and other business leaders with guidelines on how to use data-driven benchmarks to improve planning. As decision tools, benchmarks will focus, inspire, and explain strategic and operational plans. The document outlines several types of benchmarks, when and why to use them, and contributes tips for boosting planning effectiveness."Few business people look forward to planning season. Planning can be frustrating and scary because this is when management sets the objectives that people will be held accountable for during the year," says Kathleen Schaub, vice president, IDC CMO Advisory and Customer Experience. "Benchmarks, such as those developed through Tech Marketing Investment Survey, help ensure plans are higher quality, more actionable, and that employees view them as more fair and achievable."

Please Note: Extended description available upon request.


Executive Snapshot
Situation Overview
Planning with Benchmarks
Why Benchmarks Help Make Better Plans
The Role of Benchmarks in the Three Phases of Planning
Strategic Planning: Setting the Destination — Use Benchmarks to Inspire Your Vision
Strategic Planning: Determining the Path — Use Benchmarks to Determine the Right Actions
Key Performance Indicators for Marketing
Operational Planning: Using Benchmarks to Assign Resources
Sources of Operational Funds for Marketing
Uses of Operational Funds for Marketing
Advice for the Marketing Executive
Get Control of Your Operational Data
Make Use of Taxonomy
How to Obtain Benchmarks
What to Do When Benchmarks Aren't Available
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Synopsis

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