2008 CMO Tech Marketing Barometer

This IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 41 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 2008. Key performance indicators (KPIs) and program and staffing levels from IDC's CMO Advisory Technology Marketing Benchmarks database are also included to help guide IDC clients in their marketing investment and allocation decisions.

IDC forecasts that, across the worldwide IT vendor community, tech marketing budgets will increase by 4% for the full year 2008. This budget increase is the lowest that IDC has forecast in the past four years and portends further pressure on the marketing function for cost control and productivity increases. "If we haven't seen pressure, we will see it coming as CEOs and CFOs take a look at the balance sheet to make sure we are prepared for a downturn," said Michael Gerard, VP research, CMO Advisory Service. "Pressure is falling on CMOs to adjust their spend. There is an increased need for marketing efficiency and effectiveness."