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Yearly Archives: 2009

The IDC Marketing Operations Holiday Gift List

This month I was delighted to join the Advisory Board of MOCCA: The Marketing Operations Cross-Company Alliance. In this new role I am looking forward to working with a number of current IDC CMO Advisory clients and also many new colleagues as we help to expand the professional capabilities of …

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IDC’s 7th Annual Tech Mktg. Benchmarks Study

Key CMO Priorities and Investment Strategies for 2010 2009 will be a year that all marketers would probably like to forget. As a community, tech marketers have had to withstand significant recession-led budget cuts, staff reductions, and organizational disruption. For the full year 2009, the average large ($1b+) IT vendor …

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The Product Marketing Reporting Structure Dilemma

Where should product marketing report into within a technology organization? Marketing? Business Units? Product Management? The CEO? IDC’s 2008 Tech Marketing Benchmarks study indicated that product marketing reports directly into marketing at approximately 45% of technology companies. This is by no means a clear trend to be replicated by every …

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IDC’s Sales Enablement Framework

Sales enablement continues to be an area of opportunity for marketers to improve their credibility in the organization and their impact on the bottom line. IDC defines Sales enablement (SE) as: “The delivery of the right information to the right person at the right time in the right format and …

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Social Media Guidelines

I’ve posted a couple of blogs recently about the rise of the social media function and how BtoB companies can best leverage social media. A common theme has been the need for marketing to provide guidance, guidelines and infrastructure without stifling the power of this new channel to reach customers, …

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Rise of the Social Media Function

Many opportunities exist for B-to-B marketing organizations in the social media space. . . .and they’re not all limited to what you can do with Twitter, Linked-In and YouTube. Just a few of these opportunities include: Establish a direct, relevant connection with your customers as a source of voice of …

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A Preview of IDC’s 2009 Tech Mktg. Benchmarks: A Focus on Marketing Automation

As discussed in my last blog entry, Are you Ready for Marketing’s 2010 Annual Planning Process? , the IDC CMO Advisory Practice is “in the thick” of collecting surveys for our 2009 Tech Marketing Benchmarks study. We expect to collect detailed marketing investment data from nearly 100 hardware, software, and …

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Are you Ready for Marketing’s 2010 Annual Planning Process?

Have you started planning for your 2010 fiscal year yet? Our best practices study in planning – people, process and technology indicates that the average marketing planning cycle begins about 6 months before the fiscal year end. (for CMO Advisory Service clients, refer to “Marketing’s Planning – People, Process and …

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