TECH BUYER Dec 2017 - IDC Perspective - Doc # US43283717
IDC's Tech Marketing Benchmark Survey, 2017: Executive Summary of Results
This IDC Perspective offers CMOs and their management teams and C-suite colleagues a window into the results of IDC's 2017 Tech Marketing Benchmark Survey. A 60-page extended study with details on this survey (now in its 15th year) is available for purchase. Interested clients can contact their IDC account manager. IDC's Tech Marketing Benchmark Survey provides evidence-based quantitative insight for marketing planning, performance and productivity management, and transformation into a modern marketing powerhouse.
"High-performing CMOs want to infuse data into all aspects of their decision making. IDC's research shows that tech companies' growth and revenue have become increasingly reliant on capabilities that only marketing can provide. Considering this critical dependency, marketing plans and budgets cannot be built simply on gut feelings and last year's budget," says Kathleen Schaub, vice president of the CMO Advisory and Customer Experience practices. "The marketing function evolves quickly. CMOs gain confidence when they see data on how fast and how far their peers adopt new trends."