This IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 66 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 2005. Key performance indicators (KPIs) from IDC's CMO Advisory 2004 Technology Marketing Benchmarks Survey are also included to help guide IDC clients in their marketing investment and allocation decisions.
"Marketing leaders are expanding their charter, becoming more effective in driving a shift in the perception of and reliance on marketing as a strategic function. These leaders are, as a result, "earning" the budget increases to effect their vision. IDC's CMO Tech Marketing Barometer as well as key performance indicators from IDC's Technology Marketing Benchmarks Survey provide insight into the main attributes of these marketing leaders as well as offer the foundation for tracking marketing productivity and efficiency." — Michael Gerard, director, CMO Advisory Research