#CMOFact: IDC 2013 Marketing Investment Planner

With 2012 coming to an end, for many businesses planning for 2013 will bleed into the New Year. Marketers are no exception; in anticipation of the planning cycle each year, the CMO Advisory Service publishes our annual Marketing Planner in August/September, developing the B2B tech industry’s leading marketing (and sales) …

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Back of the Envelope Marketing Budgets

Here is a simple and I think helpful budgeting rule-of-thumb that a CMO at a $5b software vendor shared with me yesterday: 1) 75% of your budget should be in support of revenue-generation for your current operating year. 2) 15% of your budget should be placed towards efforts that have …

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How bright is the silver lining of Salesforce.com’s Marketing Cloud?

At their annual Dreamforce shindig last week Salesforce.com announced the formalization of their marketing capabilities as the Marketing Cloud. Essentially it is a coupling of four key pillars of Salesforce.com’s front end: Customer intelligence: Data.com enriches contact and account information with fresh feeds from sources such as LinkedIn and many …

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2012 Tech Marketing Budgets, Trends

We are now publishing the results of our major annual Tech Marketing Benchmarks survey. Our tenth year of doing so! My thoughts today: 1) Most importantly: The Marketing Transformation effort is accelerating. Many vendors have been at this for a few years but as we now do some accounting for  results,  we …

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