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 Insights to Help IT Marketing Executives Improve the Productivity and Efficiency of Marketing OrganizationsThe CMO Advisory Service provides IT marketing executives and their operations counterparts critical insights and fact-based information to plan program and people investments, prepare marketing operations, launch initiatives, and measure results. The CMO Advisory Service offers an annual subscription service, targeted mult-client studies, and custom engagements. As part of the annual subscription, the Marketing Operations Board meets three times per year, where senior marketing executives collectively problem-solve on difficult marketing operations issues and processes. Please click on the Peer-to-Peer Board Meetings tab below for more information.Contact Us and learn more ...Each Executive Advisory Group practice area provides a variety of ways to engage with analysts, research and tools, ranging from subscription services, multi-client studies, and custom consulting to exclusive invitation-only memberships. Contact us discuss these exciting engagements!     
Benchmarks + KPIsThe Marketing Benchmarks and Key Performance Indicators (KPI's) researches overall marketing investment, allocations, and organizational-structure decisions.
IDC's Worldwide Sales, Marketing, and Market Intelligence Taxonomy, 2009: Guidelines for Cost Control and Resource AllocationsAnalyst(s): Michael Gerard, Lee Levitt, Seth Fishbein, Richard VancilOct 2009 - Doc #220099 - Industry Development and Models This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for sales, marketing, and finance executives to better demonstrate fiscal management capabilities to C-level executives ... full document read | download pdf Marketing Investment Planner 2010: Benchmarks, Key Performance Indicators, and CMO PrioritiesAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilOct 2009 - Doc #220133 - Survey This IDC study on technology marketing investment and resource priorities discusses the results of IDC's seventh annual marketing benchmarks survey of the largest and most influential global technology vendors within the softwa ... purchase document 2009 CMO Tech Marketing Barometer Investment Forecast and Essential Guidance for Marketing ExecutivesAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilApr 2009 - Doc #217640 - Survey This IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 44 technology firms within the software, hardware, services, and telecommunications sectors. The analysis provi ... purchase document Marketing Investment Planner 2009: Benchmarks and Key Performance IndicatorsAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilOct 2008 - Doc #214385 - Survey This IDC study on technology marketing investment and resource priorities discusses the results of IDC's sixth annual marketing benchmarks survey of the largest and most influential global technology vendors within the software ... purchase document Best Practices in Marketing Performance Measurement 2.0: A Framework and Case StudiesAnalyst(s): Michael Gerard, Lee Levitt, Seth Fishbein, Richard Vancil, Laura CurtisApr 2008 - Doc #211900 - Industry Development and Models This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for sales, marketing, and finance executives to better demonstrate fiscal management capabilities to C-level executives ... full document read | download pdf 2008 CMO Tech Marketing BarometerAnalyst(s):Seth Fishbein, Richard Vancil, Michael GerardApr 2008 - Doc #211701 - Survey This IDC study on technology marketing spending and resource priorities discusses the results of a recent survey of 41 technology firms within the software, hardware, services, and telecommunications sectors. The analysis provi ... purchase document IDC's 2008 Tech Marketing Barometer: Trends, Forecast, and Essential Guidance for MarketersAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilApr 2008 - Doc #211702 - Survey This IDC Presentation provides research and insight to help technology marketers improve the productivity and efficiency of the marketing practice. The 2008 CMO Tech Marketing Barometer, offered as part of IDC's CMO Advi ... full document read
Best PracticesMarketing Best Practices Analysis and Case Study researches enhancing marketing operational & execution performance.
CMO Advisory Best Practices Series: Sales Enablement ﾗ Marketing Content and Asset ManagementAnalyst(s): Seth Fishbein, Michael Gerard, Richard VancilAug 2009 - Doc # 219418 - Survey This IDC study assesses the current state of the people, process, and technology involved in sales enablement, with a focus on marketing content and asset management, including identifying best practice companies in these areas ... purchase document CMO Advisory Best Practices Series: Marketing Shared ServicesAnalyst(s): Seth Fishbein, Michael Gerard, Richard VancilMay 2009 - Doc # 217826 - Survey This IDC study provides an assessment of the current state of marketing shared services ﾗ analyzing the methodology, strategy, process, and technology involved in marketing shared services organizations as well as identifying i ... purchase document Practices CMO Advisory Best Practices Series: Intel Launches a Comprehensive Digital Marketing Training Program for Its Global Marketing and Sales StaffAnalyst(s): Seth Fishbein, Michael Gerard, Richard VancilMay 2009 - Doc # 218416 - Insight Practices CMO Advisory Best Practices Series: Intel Launches a Comprehensive Digital Marketing Training Program for Its Global Marketing and Sales Staff.: purchase document CMO Advisory Best Practices Series: The Rise of the Campaign Manager RoleAnalyst(s): Michael Gerard, Seth FishbeinJul 2008 - Doc #213234 - Survey 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 mana ... purchase document IDC's May 2008 Inquiry of the Month: Marketing Performance Measurement 2.0 Best Practice Research ReviewAnalyst(s):Seth Fishbein, Richard Vancil, Michael GerardJul 2008 - Doc #212761 - IDC Presentation: Survey This IDC Presentation highlights the results from CMO Advisory Best Practices Series: Marketing Performance Measurement 2.0 and Beyond (IDC #... full document read CMO Advisory Best Practices Series: Marketing Performance Measurement 2.0 and BeyondAnalyst(s): Michael Gerard, Seth FishbeinApr 2008 - Doc #211774 - Survey 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 ... purchase document CMO Advisory Best Practices: B-to-B Online and Interactive Marketing - Cutting Through the HypeAnalyst(s): Michael GerardJan 2008 - Doc #TB20080117 - Event Proceeding Online advertising, social networking, search engine marketing, Internet broadcasting, wikis, Web 2.0... What do these terms mean for your marketing strategy? How do you harness the power of this new medium without losing cours ... IDC's December 2007 Inquiry of the Month: IDC CMO Advisory 2007 Best Practice Research ReviewAnalyst(s): Seth Fishbein, Richard Vancil, Michael GerardDec 2007 - Doc #209844 - IDC Presentation: Survey This IDC Presentation provides clients with a snapshot of some of the data available to them via inquiry through IDC's CMO Advisory Service Inquiry of the Month presentations. In December 2007, IDC leveraged its 2007 research t ... purchase document CMO Advisory Best Practice Series: Field Marketing ... the Last Mile to the CustomerAnalyst(s): Michael GerardAug 2007 - Doc #207984 - Vendor Needs and Strategies This IDC study provides an industry definition of the field marketing function as well as insight into staffing levels and best practices from leading technology firms. Based on the results of a study of the field marketing tea ... purchase document
InsightsTech Marketing Insights are brief documents that cover specific, targeted issues that Marketing executives are facing today. Focusing in on marketing innovation, sales & marketing transformation or top characteristics of world class marketing organizations, the CMO Advisory provides insight where tech-marketing executives need it most. Please click below on one of our recent Insight documents...
Tech Marketing 2009-2010: Move from Budget Bust...to Budget Build!Analyst(s): Richard Vancil, Michael GerardSep 2009 - Doc # TB20091001 - Event Proceeding Senior analysts from IDC's CMO Advisory Service will provide the very latest from IDC's comprehensive survey of marketing investment and trends in 2009.: Topics to be addressed in this telebriefing include the fo ... CMO Advisory Best Practices Series: Intel Launches a Comprehensive Digital Marketing Training Program for Its Global Marketing and Sales StaffAnalyst(s): Seth Fishbein, Richard Vancil, Michael GerardMay 2009 - Doc # 218416 - Insight This IDC Insight is a summary of Intel's Digital Marketing Training program, a skills-improvement resource for Intel's global marketing and sales staff.: purchase document IDC Hot Topic Inquiry: How is Marketing Spend and Mix Impacted by Channel Strategy?Analyst(s): Seth Fishbein, Richard Vancil, Michael GerardMay 2009 - Doc # 218479 - IDC Presentation: Survey IDC's CMO Advisory Service provides clients with a snapshot of some of the research available to them via Hot Topic Inquiry presentations; this month, IDC's CMO Advisory Service highlights how marketing program spend and the ma ... full document read The CMO Role: Insights from Jocelyne Attal, Post AvayaAnalyst(s): Richard VancilFeb 2009 - Doc #216745 - Update This IDC update is the summary of a recent interview with Jocelyne Attal (see Figure 1), who left her post as CMO at Avaya in January 2009 in a planned transition.: In the course of my travels, I have been impres ... purchase document Sales and Marketing Organizational TransformationAnalyst(s): Lee Levitt, Michael Gerard, Richard VancilSep 2008 - Doc #213915 - Insight This IDC Insight offers IDC clients with guidance and road map toward transformed organizational structures that are designed to better meet the needs of today's tech market buyers. full document read | save to bookcase | download pdf 10 Characteristics of a World-Class Marketing OrganizationAnalyst(s): Richard VancilDec 2007 - Doc #210077 - Insight This IDC Insight provides a brief description of the characteristics that IDC observes in a world-class marketing organization. full document read | save to bookcase | download pdf IDC's Marketing Performance Matrix 2008: Innovation in Technology CMOs' LeadershipAnalyst(s): Michael Gerard, Richard VancilJul 2007 - Doc #212922 - Insight 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 identifyi... full document read | save to bookcase | download pdf
Peer to Peer Board MeetingsYour annual subscription to the CMO Advisory or Sales Advisory Service includes attendance at the popular Leadership Board Meetings for clients. IDC provides Best Practice case studies of topical management challenges. Meeting members then collaborate and problem-solve with their peers in a dynamic round-table setting. Not only are these meetings excellent networking opportunities but they are private forums exclusive to clients, enabling your peers to share their challenges and successes in Technology Sales and Marketing.
Board Meeting Minutes: October 2009 Marketing Operations Leadership BoardAnalyst(s): Seth Fishbein, Richard VancilNov 2009 - Doc #220730 - Insight This IDC Insight is a summary of IDC's Marketing Operations Leadership Board meeting of October 15, 2009, held at Half Moon Bay, California. There were 26 clients in attendance from companies including: Autodesk, Autonomy, Cisc ... purchase document Board Meeting Minutes: May 6, 2009, IDC's Marketing Operations Leadership BoardAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilMay 2009 - Doc #218576 - Insight This IDC Insight is a brief summary of the Marketing Operations Board meeting held on May 6, 2009, in San Jose, California, with 20+ marketing executives in attendance. The morning session was devoted to a discussion centered o ... purchase document Board Meeting Minutes: February 4, 2009: IDC's Marketing Operations Leadership Board Marketing Shared Services and Other Actions Marketers Should Consider in the DownturnAnalyst(s): Michael Gerard, Seth Fishbein, Richard VancilFeb 2009 - Doc #216926 - Insight This IDC Insight provides a brief summary of the Marketing Operations Leadership Board meeting held on February 4, 2009, in San Jose, California, with 20 marketing executives in attendance. The morning session was devoted to a ... Board Meeting Minutes: October 2008 Sales Leadership Board, Marketing Operations Leadership BoardAnalyst(s): Lee Levitt, Michael Gerard, Seth Fishbein, Richard Vancil, Thomas BarrieauNov 2008 - Doc #215153 - Insight This IDC Insight is a summary of the IDC Leadership Board meetings of October 15 and 16, 2008, in Cambridge, Massachusetts, with more than 40 sales and marketing executives in attendance. Board Meeting Minutes: May 20, 2008, Marketing Operations Leadership BoardAnalyst(s): Lee Levitt, Richard VancilMay 2008 - Doc #212525 - Insight This IDC Insight is a brief summary of the Marketing Operations Leadership Board meeting of May 20, 2008, in San Jose, California, with 33 marketing executives in attendance. The morning session was devoted to a discussion of t ... Board Meeting Minutes: October 2007 Sales Leadership Board, Marketing Operations BoardAnalyst(s): Lee Levitt, Michael Gerard, Clare Gillan, Seth Fishbein, Richard Vancil, Rachel E. HappeNov 2007 - Doc #209525 - Insight This IDC Insight is a brief summary of the leadership board meetings of October 23 and 24 in Boston, with 40 sales and marketing executives in attendance.
Newsletter Archive
July 2009 - 2009 Tech Marketing Benchmarks Study - A Preview on Marketing Automation How to EngageThe core offering of the CMO Advisory Practice offers is a an information-rich twelve month subscription service, providing on-going access to benchmarks, best-practices, and peer events. We also offer multi-client studies to provide comprehensive research on niche or emerging interests. Additionally, the CMO Advisory Practice provides customized consulting solutions and events. Client Testimonials"Professional, concise"
MARKETING OPERATIONS Board Meetings 2009 "I like the way you open up the discussion by sharing some of your research"
MARKETING OPERATIONS Board Meetings 2009 "Michael keeps things on track and moving along"
MARKETING OPERATIONS Board Meetings 2009 "Your Insight studies have served as valuable learning tools and supporting data in helping us transition into more of a channels strategy. . . e.g., justifying the increased investment in marketing as we expand our channel strategy"
Top Tech Marketing Executive "Excellent meeting due to caliber and common focus of attendees"
>$500M software company, MARKETING OPERATIONS Board Meetings 2008 "Good balance of visuals and discussion... no 'death by slides'"
MARKETING OPERATIONS Board Meetings 2009 "A great meeting as usual"
MARKETING OPERATIONS Board Meetings 2009 "Great to be back in the IDC CMO family!"
Jack Androvich, Senior Director Marketing Research, Planning & Operations, Autodesk "Rich, I'm really glad we did this call. I have known your material since the beginning, but I was not aware of how much the Services have expanded over the past year or so..."
Brian Bonazzoli, VP of Market Intelligence "You have served as a valuable extension of my marketing team"
Multi-billion dollar hardware company "Achieving a position in the Marketing Leadership quadrant of your Matrix is on my CMO dashboard"
Multi-billion dollar hardware company "Your best practice research provides a level of depth and insight that few companies achieve"
>$500M software company "You've got the best and only insight that is relevant!"
Multi-billion dollar software company "Excellent, one of the best ever"
MARKETING OPERATIONS Board Meetings 2009 "Your Marketing Performance Matrix served as a key driver for change within our organization, indicating our potential for advancement on the Matrix including what measures are necessary to enable that advancement."
Top Tech Marketing Executive "Excellent as usual"
MARKETING OPERATIONS Board Meetings 2009 "Continues to improve, which is why I keep coming back"
MARKETING OPERATIONS Board Meetings 2009  
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