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
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
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
2012 CMO Tech Marketing Barometer Study: Trends, Forecast, and Essential Guidance for Tech Marketing Executives published by IDC in April 25, 2012. This report consists of Pages: 33 and the price starts from US $ 4500.
