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2012 CMO Tech Marketing Barometer Study: Trends, Forecast, and Essential Guidance for Tech Marketing Executives

  • Published:
  • 33 Pages
  • IDC

This IDC study discusses IDC's 2012 CMO Tech Marketing Barometer Survey, which analyzes the level and direction of overall tech marketing spend to help guide IDC clients in their marketing investment and allocation decisions. In 2011, IDC observed an unprecedented level of marketing organization change and marketing budget disruption across the tech vendor community. We expect much less new "drama" in marketing organizations and operations in 2012, though there is plenty of existing or leftover drama to grapple with. IDC's 2012 CMO Tech Marketing Barometer Survey will assist marketing executives in navigating the current marketing climate by providing trends and essential guidance on marketing investment strategies, marketing automation, social marketing structure and proficiency, marketing priorities, sales and marketing alignment, and sales enablement.

"The marketing budget investment trend of the past three years, wherein marketing budgets are growing at about half the rate of revenue, could be with us for a while, until real confidence returns to top-line growth and the underlying investment to drive that." - Rich Vancil, VP, IDC's Executive Advisory Group

Table of Contents


IDC Opinion



In This Study


  • Methodology

Situation Overview

  • Participant Information

  • Marketing Investment Strategy

    • Global IT Revenue Growth Versus Global IT Marketing Spend Growth

    • Marketing Program Spend Trends

    • Digital Marketing Program Spend Trends

    • Marketing Staff Trends

  • Marketing IT and Automation

  • Social Marketing Structure and Proficiency

    • Social Marketing Program Spend Benchmarks

    • Social Marketing Staffing Benchmarks

    • Social Marketing Challenges and Successes

    • IDC's 2012 Social Marketing Maturity Model

  • Marketing Priorities

  • Sales and Marketing Alignment

    • Benchmarks to Optimize Sales and Marketing Productivity

    • Sales Enablement

Future Outlook

Essential Guidance


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  • Related Research

  • Synopsis

Table: Respondent Companies

Figure: Respondents by Title


Figure: Respondents by Sector


Figure: Respondents by Company Size


Figure: Tech Marketing Budget Expectations, 2009-2012


Figure: Marketing Program Spend Mix, Year-End 2011: The "Federated" View


Figure: Expected Program Spend Changes, 2012


Figure: Marketing Program Spend Mix, Year-End 2011: The "Digital Island" View


Figure: Expected Digital Marketing Shifts, 2012


Figure: Marketing Staff Allocations, Year-End 2011


Figure: Expected Staffing Changes, 2012


Figure: Expected Marketing IT Program Spend, 2012


Figure: Expected Marketing IT Project Evaluation, Selection, and Funding, 2012


Figure: Expected Marketing Automation Investment, 2012


Figure: Social Marketing Program Spend and Staff in Marketing Organizations, Year-End 2011


Figure: Detailed Social Marketing Program Spend Allocations: Year-End 2011 Versus Expected Changes in 2012


Figure: Detailed Social Marketing Staff Allocations: Year-End 2011 Versus Expected Changes in 2012


Figure: IDC's 2012 Social Marketing Maturity Model


Figure: Marketing Priorities, 2012


Figure: Significant Changes to the Marketing Organization, 2012


Figure: Alignment Rating Between Marketing and Sales, 2011 and 2012


Figure: Eight New Benchmarks to Optimize Sales and Marketing Productivity


Figure: Marketing Content Production and Sales Enablement Coordination Through Product, Corporate, and Field


Figure: Sales Enablement's Role in IDC's Sales Productivity Framework


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