target audience: TECH SUPPLIER Publication date: Apr 2023 - Document type: IDC Survey Spotlight - Doc Document number: # US50585723
Marketing Investments and Actions Required to Advance to the Next Era
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Abstract
This IDC Survey Spotlight explores the focused investments and actions marketing leaders need to make to advance to the next era of marketing. While many marketers report they are behind their peers in their ability to achieve business outcomes, advancing to the next era of marketing requires focused investments and actions across business, people, processes, and technology. This IDC Survey Spotlight highlights results from IDC's Marketing Investment Planner for 2023 and a tech buyer benchmark of marketing leaders. Key actions include addressing business measurement, addressing skills and marketing talent, and optimizing marketing technology and data and analytics to drive key insights based upon valuable and timely intelligence.
"B2B tech buyers must address the classic dimensions of people, business, and technology and measure business outcomes and value, supporting enhanced data- and insights-driven decision making," says Fred Isbell, research manager, CMO Advisory Practice