Table of Contents
- IDC Opinion
- In This Study
- Methodology
- Fiscal Year Basis and Year-on-Year Data Analysis
- Quality Control Processes
- Organization of Survey Questions
- Survey Eligibility Criteria
- Data Comparison with Other IDC Surveys
- Executive Summary
- Methodology
- IDC' s Essential Guidance to Technology CMOs for 2010
- Investment and Productivity Guidelines
- Identification of Focus Areas for CMOs and Their Teams
- Wrapping up 2009: What' s Working Well?
- What Needs Work in 2010
- Situation Overview
- Introduction
- IDC' s Recommended Operational KPIs for 2009–2010
- Respondent Companies: A Partial List
- Profile of Respondents
- Marketing KPIs: Impact of Company Size, Sector, and Channel Strategy
- IDC' s Target Operational KPIs for Marketing Leaders
- Marketing Investment Change
- Marketing Budget Ratio
- Program-to-People Ratio
- Marketing Operations Ratio
- Centralization Ratios (Total Marketing Investment)
- Marketing Staff Throughput
- Awareness-Demand Ratio
- Marketing Mix Allocations
- Marketing Program Budget Distribution
- Awareness Versus Demand
- Staff Allocations and Trends
- The Marketing Operations Function — Maintaining the Momentum
- Rise of the Campaign Manager Role
- Sales Enablement
- Rise of the Social Media Function
- The Impact of Channel Strategies on Operational KPIs and Marketing Mix
- The Case for Marketing Automation — A More Strategic Perspective
- IDC' s 2009 Marketing Performance Matrix: Identifying Innovation in Technology Marketing Leadership
- IDC' s Marketing Leadership Quadrant Case Study #1: Sybase
- IDC' s Marketing Leadership Quadrant Case Study #2: Intel
- IDC' s Marketing Leadership Quadrant Case Study #3: Citrix
- Future Outlook
- Essential Guidance
- Learn More
- Related Research
- Appendix: IDC' s CMO Advisory' s 2009 Technology Marketing Benchmarks Survey
- Respondent Eligibility
- Company Overview
- Marketing Employees
- Marketing Spending
- Marketing Automation
- Best Practices
- Synopsis
- Table: IDC Technology Marketing Benchmarks Database
- Table: Technology Vendor Revenue and Marketing Spend for IDC' s Entire Database ($M)
- 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 Distribution by Activity and Technology Sector (Mean % of Total Staff)
- 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 Marketing Performance Matrix: Key Attributes for Operations Efficiency
- Table: IDC' s Marketing Performance Matrix: Key Attributes for Execution Effectiveness
- Figure: Respondents by Title and Technology Sector
- Figure: Technology Vendor Revenue Share and Marketing Spending Share by Company Revenue Range
- Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector
- Figure: Technology Vendor Revenue Share by Customer Segment 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 (Market Budget Ratio) by Channel Strategy
- Figure: Range of Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Sector
- Figure: Program Spend as a Percentage of Total Marketing Spend (Program-to-People Ratio) by Revenue Range
- Figure: Technology Vendor Marketing Program Spending Allocation by Activity
- Figure: Technology Vendor Advertising Spending Allocation by Technology Sector
- Figure: Technology Vendor Event Spending Allocation by Technology Sector
- Figure: Technology Vendor Digital Marketing Spending Allocation by Technology Sector
- Figure: Technology Vendor Marketing Support and Sales Tools Spending Allocation by Technology Sector
- Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector
- Figure: IDC' s Awareness-Demand Key Performance Indicator Taxonomy
- Figure: Awareness Building Spend as a Percentage of Total Marketing Spend by Technology Sector, 2009 (Awareness-Demand Ratio)
- Figure: Technology Vendor Marketing Employee Distribution by Activity
- Figure: Distribution of Marketing Staff by Funding Source
- Figure: IDC' s Sales Enablement Framework: From Marketing Through to Sales
- Figure: Technology Vendor Revenue Source by Sales Channel and Technology Sector
- Figure: IDC' s Marketing Automation Framework
- Figure: Worldwide CRM Revenue Growth by Segment, 2009–2013
- Figure: Level of Marketing Automation Maturity by Activity
- Figure: IDC' s Marketing Performance Matrix: Hardware, Software, and Services Companies
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