CMO Tech Marketing Barometer: Are You a Marketing Leader or Laggard?: Industry Report

CMO Tech Marketing Barometer: Are You a Marketing Leader or Laggard?

Product Type: Market Research Report
Published by: IDC
Published: March 2004
Product Code: R104-14598

Description

This document is about CMO Tech Marketing Barometer: Are You a Marketing Leader or Laggard?

Table of Contents

Table of Contents

IDC Opinion

In This Study

Methodology

Situation Overview

Introduction

Survey Findings

Respondent Companies

Marketing Leaders: Returning to the Full Scope of Marketing

Table: Survey Respondents

Figure: Survey Respondents by Sector

Figure: Survey Respondents by Annual Revenue

High Expectations for Increased Global IT Spending

Figure: 2003?2004 Revenue Growth Expectations

Cautious Optimism to Drive Increased Marketing Investment in 2004

Figure: 2004 Marketing Investment/Activity

2004 to Mark a Turnaround in Marketing Spending

Figure: Marketing Budget Growth, 2002?2003 Versus 2003?2004

Figure: Change in Overall Marketing Budget, 2002?2003 Versus 2003?2004

Figure: Increase in Budgets for Companies Increasing Marketing Spending in 2003 and 2004

Determining the Best Use of Marketing Resources: Program-to-People Ratio

Figure: Distribution of Increased Marketing Spending, 2004

Determining the Best Use of Marketing Resources: Demand Generation Versus Awareness Building

Figure: Emphasis on Demand Generation and Awareness Building

Table: Top-Priority Measurement Goals for Central Marketing by Sector (Number of Responses)

Table: Top 3 Marketing Program Metrics by Sector (Number of Responses)

Prioritizing Corporate Marketing Activities

Table: Importance of Corporate Marketing Activities

Future Outlook

Impact

Essential Guidance

Actions to Consider

Table: Key Marketing Performance Indicators by Sector

Table: Marketing Program Spending Distribution by Sector

Table: Marketing Staff Headcount Distribution

Figure: Key Performance Indicator: Program-to-People Spend Ratio by Sector

Figure: Key Performance Indicator: Program Spend per Marketing Employee by Sector

Learn More

Related Research

Upcoming Research

Appendix: IDC's 2004 CMO Tech Marketing Barometer

Note to Respondent

Survey Objective

Confidentiality

Survey Questionnaire

Synopsis

Ordering and More Information

Price and Delivery Options

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