Abstract
This IDC study on technology marketing spending and resource priorities
discusses the results of a recent survey of 41 technology firms within the
software, hardware, services, and telecommunications sectors. The analysis
provides a detailed evaluation of expected shifts in marketing budgets and
prioritization of marketing objectives and identifies keys for success for
marketing executives during 2008. Key performance indicators (KPIs) and program
and staffing levels from IDC' s CMO Advisory Technology Marketing Benchmarks
database are also included to help guide IDC clients in their marketing
investment and allocation decisions.
IDC forecasts that, across the worldwide IT vendor community, tech marketing
budgets will increase by 4% for the full year 2008. This budget increase is the
lowest that IDC has forecast in the past four years and portends further
pressure on the marketing function for cost control and productivity increases.
"If we haven' t seen pressure, we will see it coming as CEOs and CFOs take a
look at the balance sheet to make sure we are prepared for a downturn," said
Michael Gerard, VP research, CMO Advisory Service. "Pressure is falling on CMOs
to adjust their spend. There is an increased need for marketing efficiency and
effectiveness."
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