IDC's Marketing Performance Matrix 2008

This IDC Insight presents IDC's 2008 Marketing Performance Matrix and the results from interviews with senior marketing management at several companies in the leadership quadrant. This analysis serves as the basis for identifying innovation in tech marketing leadership. The matrix is based on a comprehensive analysis of leading IT companies' internal marketing operational key performance indicators (KPIs) versus their effectiveness in the marketplace. IDC's CMO Advisory Practice provides strategic insight to help technology marketers improve the efficiency and effectiveness of marketing practices.

Marketing operational data for many of the world's leading technology companies is drawn from IDC's Tech Marketing Benchmarks database. The Tech Marketing Benchmarks database contains quantitative and qualitative investment data for over 100 technology leaders, representing over $400 billion in revenue. Recent updates to the database include information from CMO Advisory's 2007 Technology Marketing Benchmarks Survey and 12 months of best practices research within the CMO Advisory Service.