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Marketing Investment Planner, 2013: Benchmarks, Key Performance Indicators, and CMO Priorities

  • Published:
  • 57 Pages
  • IDC

This IDC study features results from the 10th annual CMO Advisory Service's Technology Marketing Benchmarks Survey and provides marketing executives with benchmarks for key performance indicators, program spend allocations, marketing head count, social media, and lead management.

According to IDC's Executive Advisory Group vice president Rich Vancil, "Marketing transformation or 'disruption' continues to rock the world of tech marketers --- What is the environment for tech marketers right now? How can marketers harness these changes for their betterment and not feel that today's disruptive forces are beyond their control?"

Table of Contents


IDC Opinion


In This Study


  • Methodology

    • Fiscal Year Basis and Year-on-Year Data Analysis

    • Quality Control Processes

    • Survey Eligibility Criteria

    • Data Comparison with Other IDC Surveys

  • Executive Summary

    • Methodology

    • IDC's Essential Guidance to Technology CMOs for 2012

      • Investment and Productivity Guidelines

      • 2013 Challenges for CMOs and Their Teams

Situation Overview

  • Introduction

  • Survey Participant Demographics

    • Profile of Respondents

  • IDC's Operational KPIs for 2012---2013

    • The Effects of Company Demographics on Operational KPIs

    • IDC's Target Operational KPIs for Marketing Leaders

      • Marketing Investment Change

      • Marketing Budget Ratio

      • Staff Efficiency KPIs: Program-to-People Ratio, Marketing Staff Throughput, and Revenue per Staff

        • Program-to-People Ratio

        • Marketing Staff Throughput

        • Revenue per Marketing Staff

      • Centralization Ratios (Total Marketing Investment)

      • Marketing Operations Ratio

      • Awareness-Demand Ratio

    Program Spend Allocations and Trends

    • Marketing Automation --- New Category for 2012

    • Continued Growth in Digital Marketing Investment

    • Key Trends Within Specific Program Categories

  • Staff Allocations and Trends

  • The Impact of Channel Strategies on Operational KPIs and the Marketing Mix

    • Channel Strategy Makes a Difference

    • Recommendations for Shifting Investment Mix

  • Social Media

  • Marketing Automation

  • Lead Management

    • Lead Management Results for Value Accounts (1,000+ Employees)

    • Lead Management Results for Volume Accounts (Fewer Than 1,000 Employees)

    • Lead Sources and Touches

  • Sales Enablement

    • Guidance to Achieve the Next Level of SE Maturity

  • Marketing and Sales Alignment --- Joint Metrics

Future Outlook

Essential Guidance


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  • Related Research

  • Appendix A: Organization of Survey Questions

  • Appendix B: Respondent Companies --- A Partial List

  • Synopsis

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

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


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


Table: Technology Vendor Marketing Staff by Activity 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


Table: IDC's Technology Marketing Benchmarks Database, 2012


Figure: Respondents by Title and Technology Sector


Figure: Technology Vendor Revenue Share by Company Revenue Range


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


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


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


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


Figure: Marketing Investment Trend, 2005---2012: Post-2009 Recession Trend


Figure: Marketing Investment Change by Company Size


Figure: Marketing Investment Change by Technology Sector


Figure: Program-to-People Ratios by Sector, Size, and Channel Strategy


Figure: IDC's Awareness-Demand Key Performance Indicator Taxonomy


Figure: Awareness-Demand Ratios by Sector, Size, and Channel Strategy


Figure: Digital Marketing Program Spend Allocations, 2009---2012


Figure: The 2012 Program Spend Mix --- The "Digital Island" View


Figure: The 2012 Program Spend Mix --- The "Federated" View


Figure: Technology Vendor Advertising Spending Allocation by Technology Sector


Figure: Technology Vendor Event Spending Allocation by Technology Sector


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


Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector


Figure: Technology Vendor Web Site Content and Development Spending Allocation by Technology Sector


Figure: Technology Vendor Web Site Content and Development Spending Share by Technology Sector


Figure: Technology Vendor Marketing Employee Distribution by Activity


Figure: Distribution of Marketing Staff by Funding Source and Company Revenue


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


Figure: The Path to Data-Driven Marketing Leadership


Figure: Technology Pervasiveness: Leaders Versus All Others


Figure: IDC's Marketing and Sales Lead Pipeline Framework


Figure: 2012 Pipeline Velocity Benchmarks --- Value Accounts


Figure: Pipeline Conversion Rates, 2012 --- Value Accounts


Figure: 2012 Pipeline Velocity and Conversion Rates --- Volume Accounts


Figure: Eight New Benchmarks to Optimize Sales and Marketing Productivity


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