IDC's Worldwide Marketing and Intelligence Taxonomy, 2015: Guidelines for Resource Allocation and Organization

IDC's Worldwide Marketing and Intelligence Taxonomy, 2015: Guidelines for Resource Allocation and Organization

This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for sales, marketing, and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations.

"Using the IDC marketing taxonomy, coupled with benchmarking against IDC's industry-leading Technology Marketing Benchmarks database, will enable executives to advance their investment management capabilities," says Rich Vancil, vice president of IDC's Executive Advisory Group. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."

Please Note: Extended description available upon request.

IDC Opinion
In This Study
Situation Overview
Industry Trends Continue to Shape a New Marketing Reality
The Importance of a Managerial Accounting Approach
About This Guide
IDC's Marketing Taxonomy
Marketing Staff Expense Overview
Marketing Program Expense Overview
Marketing Staff Taxonomy
Analyst Relations
Business Intelligence and Analytics
Campaign Management
Campaign Definition
Competitive Intelligence
Content Marketing
Creative Services and Brand Identity and Governance
Direct Marketing
Event Marketing
Field Marketing
Industry and Audience Marketing
Market Intelligence
Marketing Operations
Marketing Technology
Partner Marketing
Product Marketing
Public Relations
Sales Enablement
Social Marketing
Solution Marketing
Web Site
Other Marketing Staff
Marketing Program Taxonomy
Advertising (Digital and Non-Digital)
Corporate Sponsorship
Out of Home
Search (SEM)
Analyst Relations
Corporate and Product Branding (Brand Identity, Maintenance, and Governance)
Content Syndication
Digital Content
Print Content and Collateral
Translation and Localization
Direct Marketing
Direct Mail (Print)
Email Marketing and Electronic Outreach
Sales Development and Telemarketing
SMS and Text Messages
Conferences and Trade Shows (Public Events)
Customer/Prospect Onsite or Physical Events (Proprietary Events)
Digital Events
Industry Event Sponsorship
Partner Onsite or Physical Events
Business Intelligence and Analytics
Competitive Intelligence
Market Intelligence
Primary Research
Secondary Research
Market Development Funds and Co-Op Marketing Funds
Marketing Technology
Content Production and Management
Data and Analytics
Marketing Management and Administration
Systems for Managing Interactions
Public Relations
Agency Fees and In-House Expense
Sales and Partner Enablement
Sales and Partner Enablement, Support, Tools, and Training for Direct Sales Channels (Outside, Inside, and Online Sales Channels)
Sales and Partner Enablement, Support, Tools, and Training for Indirect Channel Partners (VAR, SI, OEM, Retail, or Other "Sell-Through" Channel Relationships)
Sales and Partner Enablement, Support, Tools, and Training for Alliance Partners and Influencers
Social Marketing
Web Site
Company Web Site(s)
Search Engine Optimization
Other Marketing Programs
Additional Marketing Term Definitions
Cloud Software and Digital Services
Marketing Touch
Product Line
IDC Customer Experience Loop: Stage Definitions
IDC's Marketing and Sales Lead Pipeline Framework
Additional Sales Terms Definitions
Direct Sales Staff
Inside Sales
Outside Sales
Indirect/Other Sales Channels
IDC's Intelligence Taxonomy
Types of Intelligence Activities (Includes Business Intelligence, Competitive Intelligence, and Market Intelligence)
Advanced Analytics
Advertising/Messaging and Branding Research
Buyer/Customer Research
Channel Opportunity and Analysis
Competitive Technology Research
Financial Analysis of Competitors
Intelligence Operations/Research Support
Market Size/Share/Forecasting
Pricing Research
Product or New Product Development Research
Segmentation/Penetration Analysis
Primary Research
Secondary Research
Marketing Technology
Future Outlook
Essential Guidance
Learn More
Related Research
Table: Marketing Investment — Financial Accounting Versus Managerial Accounting
Figure: IDC's Activity-Based Marketing Investment Taxonomy: Financial Accounting Versus IDC's Managerial Accounting
Figure: The IDC Customer Experience Loop
Figure: IDC's Strategic Framework for Marketing Technology

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