Marketing Investment Planner 2007: Benchmarks and Key Performance Indicators

This IDC study on technology marketing investment and resource priorities discusses the results of IDC's fourth annual marketing benchmarks survey of 95 of the largest and most influential technology vendors within the software, hardware, and services sectors. The analysis provides a detailed evaluation of quantitative and qualitative data, including key performance indicators that should be a part of every CMO's marketing dashboard, a breakdown of 15 staff levels and 34 program spend areas by sector, and the identification of keys to success for marketing executives during 2006 and beyond.

"Tech marketing investment for the entire IT vendor community will increase by 7.5% for the full year 2006, the greatest year-on-year annual investment increase since IDC began tracking these trends. Marketing productivity and efficiency indicators are improving by several measures. Marketing staff throughput measures program execution per marketing employee and has increased by about 10% over the past year to $301,400. IDC's program-to-people ratio continues to migrate to a more leveraged model every year (more programs, fewer people); the ratio is now 65:35 for 2006. Although marketing executives have made significant progress in their strategic planning processes and performance measurement, IDC recommends increased focus into product and field marketing disciplines, overall marketing skill set inventories and improvement, and greater development and leverage of IT infrastructure. IDC's fourth annual Technology Marketing Benchmarks Survey provides insight into the management techniques and investment strategies based on IDC's unique access to the world's largest and most influential technology marketing leaders." ? Richard Vancil, vice president, CMO Advisory Practice