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Marketing Investment Planner 2012
Benchmarks, Key Performance Indicators, and CMO Priorities

  • Publication Date:November 2011
  • Publisher:IDC
  • Product Type: Report
  • Pages:53

Marketing Investment Planner 2012 Benchmarks, Key Performance Indicators, and CMO Priorities

This IDC study features results from the ninth annual CMO Advisory Service's Technology Marketing Benchmarks Study and provides marketing executives with benchmarks for key performance indicators, program spend allocations, marketing head count, social media, and lead management.

According to Executive Advisory Group Vice President Rich Vancil, "Marketing transformation or 'disruption' continues to rock the world of tech marketers - What is the environment for tech marketers right now? How can marketers harness these changes for their betterment and not feel that today's disruptive forces are beyond their control?"

  • IDC Opinion
    • In This Study
    • Methodology
    • Fiscal Year Basis and Year-on-Year Data Analysis
    • Quality Control Processes
    • Organization of Survey Questions
    • Survey Eligibility Criteria
    • Data Comparison with Other IDC Surveys
    • Executive Summary
    • Methodology
    • IDC's Essential Guidance to Technology CMOs for 2011
    • Investment and Productivity Guidelines
    • Identification of Focus Areas for CMOs and Their Teams
    • Wrapping Up 2011: What's Working Well?
    • What Needs Work in 2012
    • Situation Overview
    • Introduction
    • Survey Participant Demographics
    • Respondent Companies: A Partial List
    • Profile of Respondents
    • IDC's Recommended Operational KPIs for 2011-2012
    • The Effects of Size, Sector, and Channel Strategy on Operational KPIs
    • IDC's Target Operational KPIs for Marketing Leaders
    • Marketing Investment Change
    • Marketing Budget Ratio
    • Staff Efficiency KPIs: Program-to-People Ratio, Marketing Staff Throughput, and Revenue per Staff
    • Program-to-People Ratio
    • Marketing Staff Throughput
    • Revenue per Marketing Staff
    • Centralization Ratios (Total Marketing Investment)
    • Marketing Operations Ratio
    • Awareness-Demand Ratio
    • Program Spend Allocations and Trends
    • Digital Marketing Investment Continues to Deepen
    • Staff Allocations and Trends
    • The Impact of Channel Strategies on Operational KPIs and the Marketing Mix
    • Social Media
    • Lead Management
    • Future Outlook
    • Essential Guidance
    • Learn More
    • Related Research
  • Synopsis
    • Table: IDC's Technology Marketing Benchmarks Database, 2011
    • Table: Technology Vendor Revenue by Technology Sector (% of Respondents)
    • Table: Profile of Respondents by Key Performance Indicators and Technology Sector (Weighted Mean %)
    • Table: Technology Vendor Marketing Program Spending Allocation by Activity and Technology Sector (Weighted Mean %)
    • Table: Technology Vendor Marketing Staff by Activity and Technology Sector
    • Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 75%+ of Revenue from Direct Sales
    • Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 50-74% of Revenue from Direct Sales
    • Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with 25-49% of Revenue from Direct Sales
    • Table: KPIs and Distribution of Marketing Spending and Staff by Technology Sector: Technology Vendors with less than 25% of Revenue from Direct Sales
    • Figure: Respondents by Title and Technology Sector
    • Figure: Technology Vendor Revenue Share by Company Revenue Range
    • Figure: Technology Vendor Revenue Share by Geographic Region and Technology Sector
    • Figure: Technology Vendor Revenue Share by Customer Segment and Technology Sector
    • Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Company Revenue
    • Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Technology Sector
    • Figure: Marketing Spend as a Percentage of Revenue (Marketing Budget Ratio) by Channel Strategy
    • Figure: Marketing Investment Trend, 2004-2011: "Broken" Since the 2009 Recession?
    • Figure: Technology Marketing Budgets, 2009-2011
    • Figure: Marketing Investment Change by Company Size
    • Figure: Marketing Investment Change by Technology Sector
    • Figure: Program-to-People Ratios by Sector, Size, and Channel Strategy
    • Figure: IDC's Awareness-Demand Key Performance Indicator Taxonomy
    • Figure: Awareness-Demand Ratios by Sector, Size, and Channel Strategy
    • Figure: Digital Marketing Program Spend Allocations, 2009-2011
    • Figure: The 2012 Program Spend Mix - The "Digital Island" View
    • Figure: The 2012 Program Spend Mix - The "Federated" View
    • Figure: Technology Vendor Advertising Spending Allocation by Technology Sector
    • Figure: Technology Vendor Event Spending Allocation by Technology Sector
    • Figure: Technology Vendor Marketing Support and Sales Tools Spending Allocation by Technology Sector
    • Figure: Technology Vendor Direct Marketing Spending Allocation by Technology Sector
    • Figure: Technology Vendor Web Site Content and Development Spending Allocation by Technology Sector
    • Figure: Technology Vendor Marketing Employee Distribution by Activity
    • Figure: Distribution of Marketing Staff by Funding Source and Company Revenue
    • Figure: Technology Vendor Revenue Share by Sales Channel and Technology Sector
    • Figure: Technology Vendor Social Media Staff Allocations
    • Figure: Technology Vendor Social Media Program Spending Allocations
    • Figure: IDC's Marketing and Sales Lead Pipeline Framework
    • Figure: 2012 Conversion Ratio Benchmarks
    • Figure: 2012 Velocity Benchmarks
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