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Executive Advisory Group Team

Kathleen Schaub

Program Vice President, CMO Advisory & Customer Experience

Gerry Murray

Research Director, Marketing and Sales Technology

New Research

This IDC Survey presents findings from the 2018 CMO survey. Customer experience is eclipsing product as a primary differentiator. Enterprises will fail in their attempts to improve customer experience unless marketing contributes in a much ...
This IDC Perspective provides insight into tech buyer's attitudes toward loyalty and advocacy and suggestions for areas of investment increase. Expectations about experience are visibly rising among technology buyers. 53% of IDC's 2017 IT B...
This IDC Survey of 171 consumer packaged goods (CPG) manufacturers in the United States identifies differences in how large and midsize companies have invested and plan to invest in 15 categories of marketing technology (MarTech). It descri...
This IDC Survey of 161 travel and hospitality companies in the United States identifies differences in how large and midsize companies have invested and plan to invest in 15 categories of marketing technology (MarTech). It describes the bud...
This IDC survey of 91 securities and investment companies in the United States identifies differences in how large and midsize companies have invested and plan to invest in 15 categories of marketing technology (MarTech). It describes the b...
Will Content Marketing Investment Continue to Grow?

Mar 2018 - IDC Survey Spotlight - Doc # US43483418

by: Warren LaneKathleen Schaub

This IDC Survey Spotlight discusses the trend of rising investment in content marketing. In IDC's 2017 Tech Marketing Investment Survey, content marketing spending eclipsed direct marketing, making content the third most allocated program c...
This IDC Survey of 81 consumer banks in the United States identifies differences in how large and midsize companies have invested and plan to invest in 15 categories of marketing technology (MarTech). It describes the budgets, priorities, a...
This IDC Survey of 166 retailers in the United States identifies differences in how large and midsize companies have invested and plan to invest in 15 categories of marketing technology (MarTech). It describes the budgets, priorities, and c...
This IDC survey finds companies that source 4 or more marketing solutions from one vendor have 23–33% higher satisfaction scores with their marketing infrastructure. The survey also finds that only 6 of more than 300 vendors have any custom...
Leading Customer Experience When You Don't Own It All

Feb 2018 - Event Proceeding - Doc # DR2018_T4_KS

by: Kathleen Schaub

These event proceedings were presented at the IDC Directions conferences in Santa Clara and Boston in February and March 2018.The number 1 objective that enterprises give for embarking on a digital transformation is to "improve our customer...