TECH BUYER Nov 2019 - IDC Perspective - Doc # US44538319

Marketing Investment Planner for 2020: 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 2019 Tech Marketing Benchmark Survey. A 56-page extended study with details on this survey (now in its 17th year) is available for purchase. Interested clients can contact their IDC account manager. IDC's 2019 Tech Marketing Benchmark Survey provides evidence-based quantitative insight for marketing planning, performance and productivity management, and transformation into a modern marketing powerhouse.

"Now that digital interactions are woven into almost every customer interaction, engagement context has become more complex. Marketing's role continues to broaden and evolve," says Kathleen Schaub, vice president of the CMO Advisory. "It's critical that CMOs and their C-suite peers gain insight into how investment trends support this development and use a data-driven approach to recommend their best next steps."


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