Abstract
This IDC CMO Advisory Practice study provides an industry definition of the
emerging role of campaign management, along with best and emerging practices of
campaign management processes. Based upon interviews with campaign managers at
leading technology firms and insight from IDC' s recent Marketing Operations
Leadership Board meeting, the IDC CMO Advisory Practice provides insight into
how this function is organized and how campaign managers engage with other
marketing groups and sales to optimize alignment and market effectiveness and
presents a view into the campaign management processes and tactics in use at
leading technology firms. Specific case studies are provided for IBM, Quest
Software, Symantec, and VeriSign.
"Even the most successful technology firms continue to struggle with consistent
and effective execution of their campaigns and related go-to-market strategies,
unable to improve their alignment with marketing or the organization as a
whole," said Michael Gerard, vice president of research, IDC' s CMO Advisory
Practice. "The campaign management function provides the opportunity to solve
the foremost problem of tech marketing today: that of the declining return on
marketing investment that results from executing marketing mix elements in
separate and disintegrated streams."
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