Abstract
This IDC study provides essential guidance to CMOs and their executive teams in
developing and improving their marketing performance measurement (MPM) strategy
and related dashboards. Based upon in-depth interviews with over 15
high-technology marketing leaders, this study provides general MPM frameworks,
identification of common and more unique objectives and metrics in use by the
industry' s top marketers, as well as detailed case studies and dashboards from
some of these best practices leaders. Specific case studies are provided for
IBM, Nortel, Citrix, Intel, Hitachi Data Systems, and CA.
"Marketers in the technology sector have made significant strides in developing
and deploying their MPM strategies," said Michael Gerard, vice president of
research, IDC' s CMO Advisory Service. "Most have moved beyond the unrealistic
quest to establish the perfect return-on-investment (ROI) metric and have
instead developed a solid marketing operations area that focuses on maintaining
a set of pragmatic marketing performance objectives and metrics. Even so, many
companies remain behind the MPM development curve, with the economic,
marketplace, and corporate pressures continuing to grow."
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