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Jan 2018 - IDC Perspective - Doc # US43512018

Determining the Marketing Budget: The Digital Transformation Mandates a Fresh Look

Table of Contents

Executive Snapshot

Figure: Executive Snapshot: Determining the Marketing Budget — The Digital Transformation Mandates a Fresh Look

Situation Overview

Marketing Is Getting More Money

Figure: Year-on-Year Revenue Growth Versus Marketing Investment Change, 2011–2017: Tech Marketing Budgets on the Rise

Positioning the Marketing Budget: Funds Are Risked, Not Spent

Criteria for Determining the Marketing Budget

Financial Considerations for Marketing Budgets

Market Strategy Considerations for Marketing Budgets

Competitive Sector

Figure: Marketing Budget Ratio by Competitive Sector

Company Size

Figure: Marketing Budget Ratio by Company Size

Sales/Channel Model

Figure: Marketing Budget Ratio by Sales Model

Growth Expectations

Other Market Strategy Factors to Consider

Advice for the C-suite

The Value of Benchmarking

The Risk of Shortchanging the Marketing Budget

Learn More

Related Research

Synopsis

Referencing Documents

Related Links