target audience: TECH SUPPLIER  Publication date: Mar 2023 - Document type: Taxonomy - Doc  Document number: # US49392023

IDC's Worldwide Marketing Taxonomy, 2023


  • Laurie Buczek Loading
  • Fred Isbell


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This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for marketing and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations.

"Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading Technology Marketing Benchmarks database, will enable executives to invest in the right priorities to support marketing's important role of establishing the brand awareness and purpose, generating demand, and finding opportunities for business growth," says Laurie Buczek, research vice president of IDC's CMO Advisory practice. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."

"The IDC Marketing Taxonomy is the foundation for the IDC Tech Marketing Benchmark program, which provides answers to critical management questions spanning marketing spending, staffing, and investment in programs," says Fred Isbell, research manager of IDC's CMO Advisory practice. "It provides valuable up-to-date information on key performance indicators (KPIs), comparisons against other organizations and sectors, and supports planning, ongoing peer evaluation, and measurements to improve planning and optimize marketing campaigns and programs."


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