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TECH BUYER Nov 2018 - IDC Perspective - Doc # US44412618

Using Benchmarks for Actionable Planning

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

Abstract

This IDC Perspective provides marketing and other business leaders with guidelines on how to use data-driven benchmarks to improve planning. As decision tools, benchmarks will focus, inspire, and explain strategic and operational plans. The document outlines several types of benchmarks, when and why to use them, and contributes tips for boosting planning effectiveness.

"Few business people look forward to planning season. Planning can be frustrating and scary because this is when management sets the objectives that people will be held accountable for during the year," says Kathleen Schaub, vice president, IDC CMO Advisory and Customer Experience. "Benchmarks, such as those developed through Tech Marketing Investment Survey, help ensure plans are higher quality, more actionable, and that employees view them as more fair and achievable."


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