TECH SUPPLIER May 2022 - IDC Survey - Doc # US49087822

Marketing Effectiveness and Metrics that Matters in a Digital-First Era


Laurie Buczek
, Warren Lane
On-line Presentation


This IDC Survey explores the marketing perspective on what is marketing effectiveness and the evolving ways of measuring marketing's contribution in the digital-first era. This document examines which programs across awareness and demand are viewed as growing or decreasing in importance for effectiveness. It also explores important contributing factors across culture, people, processes, and technology.

This document digs deeper into what marketers' feel is the best way to demonstrate marketing's value, along with what is the hardest to measure. It highlights how marketing leaders view the tie of revenue and outcomes-based quota to marketing employee performance.

This document is intended to help B2B tech vendor marketing executives better understand methods and tactics to maximize marketing effectiveness and deliver desired outcomes in this next digital era.

"The fusion of physical and digital worlds is fundamentally changing the way we live, work, and relate. Tech buying behavior has subsequently changed, and a new reality faces marketers. A new logic is needed to maximize the effectiveness of marketing and measure success in a digital-first era," says Laurie Buczek, research vice president, CMO Advisory Practice.


Subscriptions Covered

CMO Advisory Service

Regions Covered


Topics Covered

Market intelligence, Marketing operations, Sales operations

  • 38 slides

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