Marketing Investment Planner 2008: Benchmarks and Key Performance Indicators:

Marketing Investment Planner 2008: Benchmarks and Key Performance Indicators

Product Type: Market Research Report
Published by: IDC
Published: September 2007
Product Code: R104-31695

Description

This document is about Marketing Investment Planner 2008: Benchmarks and Key Performance Indicators

Table of Contents

Table of Contents

IDC Opinion

In This Study

Methodology

Fiscal Year Basis and Year-on-Year Data Analysis

Quality Control Processes

Organization of Survey Questions

Survey Eligibility Criteria

Data Comparison with Other IDC Surveys

Executive Summary

Methodology

IDC's Essential Guidance to Tech CMOs for 2008

Investment and Productivity Guidelines

Identification of Focus Areas for Senior Marketers

Wrapping up 2007: What's Working Well?

What Needs Work in 2008

Situation Overview

Introduction

IDC's Recommended Operational KPIs for 2007-2008

Respondent Companies: A Partial List

Table: IDC Tech Marketing Benchmarks Database

Table: Technology Vendor Revenue and Marketing Spend by Technology Sector ($M)

Profile of Respondents

Figure: Respondents by Title and Technology Sector

Table: Technology Vendor Revenue by Technology Sector (% of Respondents)

Figure: Technology Vendor Revenue Share and Marketing Spending Share by Company Revenue Range

Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector

Figure: Technology Vendor Revenue Share by Customer Segment and Technology Sector

Marketing KPIs: Impact of Company Size, Sector, and Channel Strategy

Figure: Marketing Spend as a Percent of Revenue (Marketing Budget Ratio) by Company Revenue

Figure: Marketing Spend as a Percent of Revenue (Marketing Budget Ratio) by Technology Sector

Figure: Marketing Spend as a Percent of Revenue (Marketing Budget Ratio) by Channel Strategy

IDC's Target Operational KPIs for Marketing Leaders

Table: Profile of Respondents by Key Performance Indicators and Technology Sector (Weighted Mean %)

Marketing Investment Change

Marketing Budget Ratio

Figure: Range of Marketing Spend as a Percent of Revenue (Marketing Budget Ratio) by Company Sector

Program-to-People Ratio

Figure: Program Spend as a Percent of Total Marketing Spend(Program-to-People Ratio) by Revenue Range

Marketing Operations Ratio

Centralization Ratio (Program Spend)

Figure: Technology Vendors' Allocation of Marketing Spending Between Centralized and Decentralized Strategies by Program Area

Marketing Staff Throughput

Awareness-Demand Ratio

Marketing-Mix Allocations

Marketing Program Budget Distribution

Table: Technology Vendor Marketing Program Spending Allocation by Activity and Technology Sector (Weighted Mean %)

Figure: Technology Vendor Marketing Program Spending Allocation by Activity

Figure: Technology Vendor Event Spending Allocation by Technology Sector

Figure: Technology Vendor Advertising Spending Allocation by Technology Sector

Figure: Technology Vendor Online and Interactive Marketing Spending Allocation as a Percent of Total Program Spend by Company Revenue Range

Figure: Technology Vendor Online and Interactive Marketing Spending Allocation by Technology Sector

Figure: Technology Vendor Marketing Support and Sales Tools Spending Allocation by Technology Sector

Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector

Awareness Versus Demand

Figure: IDC's Awareness-Demand Ratio Taxonomy

Figure: Awareness Building Spend as a Percent of Total Marketing Spend by Technology Sector, 2007 (Awareness-Demand Ratio)

Staff Allocations and Trends

Table: Technology Vendor Marketing Staff by Activity and Technology Sector

Figure: Technology Vendor Marketing Employee Distribution by Activity

Online and Interactive Marketing Professionals

The Impact of Channel Strategies on Operational KPIs and Marketing Mix

Figure: Technology Vendor Revenue Source by Sales Channel and Technology Sector

Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 75%+ of Revenue from Direct Sales

Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 50-74% of Revenue from Direct Sales

Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 25-49% of Revenue from Direct Sales

Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with <25% of Revenue from Direct Sales

Marketing Priorities for 2007-2008: Interviews with CMOs

Figure: Top Marketing Challenges Facing Technology CMOs

Increasing Brand Equity with Fewer Campaigns and More Targeted Investment

Improving the Efficiency of Marketing's Go-To-Market Process

Marketing's Use of Information Technology

Marketing Dashboard Development

Figure: Availability of a Marketing Dashboard Application/Capability Within Technology Companies

Figure: Availability of a Marketing Dashboard Application/Capability Within Technology Companies

Database Consolidation

Figure: Availability of a Fully Integrated Customer Database/Centralized Repository Within Technology Companies

Marketing Resource Management

Figure: Availability of a Marketing Resource Management Application/Capability Within Technology Companies

Marketing Performance Measurement

The Lead Nurturing Process

Web 2.0: Blogs, RSS Feeds, Wikis, and Beyond

Figure: Top Online and Interactive Marketing Challenges Facing Technology CMOs

IDC's 2008 Marketing Performance MatrixSM: Identifying Innovation in Technology Marketing Leadership

Table: IDC's Marketing Performance Matrix: Key Attributes for Operations Efficiency

Table: IDC's Marketing Performance Matrix: Key Attributes for Execution Effectiveness

Figure: IDC's Marketing Performance Matrix: Hardware, Software, and Services Companies

Future Outlook

Impact

Essential Guidance

Actions to Consider

Learn More

Related Research

Appendix: IDC's CMO Advisory's 2007 Technology Marketing Benchmarks Survey

Respondent Eligibility

Company Overview

Marketing Employees

Marketing Spend

Marketing's Use of Information Technology

Best Practices

Synopsis

Ordering and More Information

Price and Delivery Options

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