TECH BUYER Nov 2018 - IDC Perspective - Doc # US43483718

Marketing Investment Planner for 2019: Executive Summary

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

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Abstract

This IDC Perspective offers CMOs and their management teams and C-suite colleagues a window into the results of IDC's 2018 Tech Marketing Benchmark Survey. A 60-page extended study with details on this survey (now in its 16th 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.

"Marketing is getting bigger: Tech companies are increasing the marketing budget as percentage of SG&A and increasing the number of marketing staff as a percentage of total employees," says Kathleen Schaub, vice president of the CMO Advisory and Customer Experience practices. "It's critical that CMOs understand how their investments stack up to industry leaders and use a data-driven approach to diagnose what their best next steps should be."


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