TECH BUYER Dec 2020 - IDC Perspective - Doc # US45914020

Marketing Investment Planner for 2021: Executive Summary

By: Warren LaneResearch Analyst, Laurie BuczekResearch Vice President, CMO Advisory Practice

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Abstract

This IDC Perspective offers CMOs, their management teams, and their C-suite colleagues a window into the results of IDC's 2020 Tech Marketing Benchmark Survey. A 55-page extended study with details on this survey (now in its 18th 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.

"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 Laurie Buczek, research vice president, CMO Advisory Practice, Digital Strategy, and Customer Experience. "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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