Abstract
This IDC study assesses the current state of the people,
process, and technology involved in sales enablement, with a focus
on marketing content and asset management, including identifying best practice
companies in these areas. This study provides a road map
for marketing to improve sales enablement from a people, process,
and technology perspective, including case studies from best practitioners. The
results of this study are based on interviews with marketing
and sales enablement professionals in major technology companies, including Avaya,
CA, Hitachi, HP, Intel, Kodak, Quest Software, Siemens, Sun, Symantec,
and VMware. Insights are also included from IDC' s recent Marketing
Operations Leadership Board meeting and IDC' s annual Tech Marketing Benchmarks
and Barometer Surveys.
"As marketers, we' ve invested too much of our
resources that have not been leveraged by sales and our
customers — over 40% of marketing assets are not in
use today, due to either lack of relevancy, asset credibility,
or an inability for users to find these assets," said
Michael Gerard, VP research, IDC' s CMO Advisory Service. "Marketing and
sales leaders will reverse this trend of wasted resources by
assigning accountability for this and related processes; developing and executing
more consistent processes for asset creation, deployment, and maintenance; and
executing a more consolidated sales portal strategy that integrates with
sales CRM applications and leverages new social media trends and
technologies."
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