2006 CMO Tech Marketing Barometer: Marketing Leaders' Formula for Success

This IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 47 technology firms within the software, hardware, services, and telecommunications sectors. The analysis provides a detailed evaluation of expected shifts in marketing budgets and prioritization of marketing objectives and identifies keys for success for marketing executives during 2006. Key performance indicators (KPIs) from IDC's CMO Advisory Technology Marketing Benchmarks database are also included to help guide IDC clients in their marketing investment and allocation decisions.

"Tech marketing budgets are forecast to increase by 7% in 2006, outpacing growth in global IT spending for the third year in a row - an indication that every dollar of revenue is getting more expensive to garner. Many tech marketers have already implemented quick organizational fixes to be more efficient in this new environment, such as budget and headcount reduction, vendor consolidation, and staff reorganization. Marketing leaders in 2006 will undertake the more difficult work of streamlining key marketing processes, such as business intelligence and customer creation. This process work, coupled with a continued focus on improving accountability through marketing performance measurement will better position the marketing team and the company as a whole to be successful in a more competitive, slower growth environment." - Michael Gerard, director, CMO Advisory Practice