rssmarketingandsales IDC RSS alerts What Is Behind the Rise of Marketing Investment in Demand Activities? <P>This IDC Survey Spotlight discusses what is behind the rise of marketing investment in demand activities. The past four years of IDC's annual <I>Tech Marketing Benchmark </I><I>S</I><I>urvey</I> recorded a shift to higher investment on demand activities versus awareness activities. This Survey Spotlight looks at which segments of tech companies are most demand oriented, how the availability of marketing data changes the CMO's choices on where to allocate funds, and why the availability of new data sources could alter the tide.</P> IDC Survey Spotlight Fri, 09 Feb 2018 05:00:00 GMT Warren Lane, Kathleen Schaub Dynatrace Perform 2018 Conference Drives Inflection Point for More Aggressive Sales and Marketing Investments <P>Privately held, 1,700-person Dynatrace held its annual Perform customer conference from January 29 to 31 in Las Vegas, attracting 1,500 attendees. Customer conversations both at the conference and through IDC client inquiries indicate that the company is on the right track with its product investments. However, Dynatrace must increase its internal investments in sales and marketing to educate customers on the managed hosted and pure SaaS platform capabilities, deliver thought leadership, and accelerate net-new logo wins in a highly competitive marketplace. </P> IDC Link Mon, 05 Feb 2018 05:00:00 GMT Stephen Elliot, Tim Grieser SAP to Acquire CallidusCloud: Furthering its Strategic Drive to Deliver the Front Office of the Future <P>Any doubts about SAP's ambitions for replicating its dominance in back-office automation with a cloud-based front-office portfolio are officially over. SAP is on a front-office acquisition streak that will enable its customers to implement end-to-end customer experience and related processes for both B2C and B2B businesses.</P> IDC Link Wed, 31 Jan 2018 05:00:00 GMT Gerry Murray Building Resilient and Scalable Datacenter Solutions: Rittal — The System <P>This IDC Vendor Profile provides an overview of Rittal, a global IT infrastructure provider of datacenter solutions such as IT racks, power and cooling solutions, and datacenter monitoring tools. Rittal aims to provide customers with high-quality datacenter solutions, supplemented by flexible support packages to ensure confidence in datacenter construction and operation.</P> Vendor Profile Tue, 30 Jan 2018 05:00:00 GMT Michael Ceroici IBM Watson and Salesforce Einstein Partner to Drive AI Insights in Quip Collaboration for Smarter Engagements <P>IBM (NYSE: IBM) and Salesforce (NYSE: CRM) announced an expansion of their strategic partnership, bringing together IBM Cloud and Watson services with Salesforce Quip and Salesforce Service Cloud Einstein. This will allow companies to collaborate more effectively and derive deeper insights to better connect with their customers. This IDC Link provides details on the partnership and the significance to the companies and the market.</P> IDC Link Fri, 26 Jan 2018 05:00:00 GMT Wayne Kurtzman Determining the Marketing Budget: The Digital Transformation Mandates a Fresh Look <P>This IDC Perspective offers CMOs and their C-suite colleagues practical information on the financial and market-driven considerations for marketing budgets in this digital era. Tech companies significantly grew their marketing budgets in 2016 and 2017. But what is the right marketing budget for a specific company? As customers increasingly demonstrate their preference for engaging through digital channels, ensuring sufficient investment could be a make-or-break decision.</P><P>"Based on insights gleaned from 15 years of IDC's <I>Tech Marketing Benchmark </I><I>Survey</I><I>, </I>IDC finds that a combination of four factors — competitive sector, company size, sales model, and revenue growth — can provide the most effective and accurate direction," says Kathleen Schaub, vice president of the CMO Advisory and Customer Experience practices. "Marketing shapes the future. Any company that cares about revenue growth or customer experience must take a fresh look at its budget strategy."</P> IDC Perspective Thu, 25 Jan 2018 05:00:00 GMT Kathleen Schaub Telecom Data Monetization Opportunities <P>This IDC Market Perspective reviews the efforts of communications SPs in monetizing their internal data. Telecoms networks generate a huge amount of data, potentially valuable to outside organizations. This presents a potential opportunity for data monetization, which has long been considered as huge but has been proven difficult to realize. Some operators are starting to show tangible results from efforts to monetize data.</P><P>Rosalind Craven, research manager, IDC EMEA Telecommunication and Networking, says, "Some initiatives are showing that it is possible to monetize telco data while remaining respectful of telco users' privacy. It is essential to not only create a product that effectively serves a market need but also consider the best way to reach that market."</P> Market Perspective Thu, 18 Jan 2018 05:00:00 GMT Rosalind Craven New IDC MarketScape Evaluates Point of Sale Software Vendors in Large Enterprise Retail Apparel & Softlines A new IDC MarketScape examines point of sale software vendors' capabilities against a broad list of omni-channel scenarios and capabilities. Research Press Release Tue, 16 Jan 2018 05:00:00 GMT IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys <P>This IDC PeerScape puts forth best practices and guidance which digital commerce and marketing professionals can implement to engage with consumers in their O2O journeys. </P><P>"Blending digital and physical experiences involves mastery in contextually relevant communications, at the right place, through the right media, in the right format, and at the right time. Pertinent one-to-one communications at scale require a mix of marketing expertise, data-driven processes, and integrated technology," says Lawrence Cheok, senior research manager for IDC's Asia/Pacific Digital Commerce and Marketing research. "These O2O marketing practices help organizations to increase marketing effectiveness and engage today's connected consumers." </P><P><B><I>Disclaimer:</I></B> <I>IDC </I><I>PeerScape</I><I>: O2O Marketing Practices for Cross-</I><I>C</I><I>hannel Customer Journeys </I><I>cites certain technology vendors. This information is for general</I><I>-</I><I>purpose use only. In no instance does any citation represent IDC</I><I>'</I><I>s endorsement of a vendor</I><I>'</I><I>s products or strategy, now or in the future.</I></P> IDC PeerScape Mon, 08 Jan 2018 05:00:00 GMT Lawrence Cheok, Daniel-Zoe Jimenez IDC Strategic Alliances Leadership Council, December 2017: Effective and Creative Solutions to Maximize Opportunities and Financial Results <P>This IDC Market Perspective highlights key insights shared at the December 2017 IDC Strategic Alliances Leadership Council. The council focused on the identification of effective and creative solutions to ongoing critical alliance business challenges to maximize opportunities and financial results.</P><P>"The digital era is transforming markets and business models. Companies need to stay abreast of pending market shifts and changing customer requirements as well as recognize the value that strategic alliances can provide in gaining and maintaining a competitive advantage." — Christopher Webber, research director, IDC Strategic Alliances</P> Market Perspective Fri, 05 Jan 2018 05:00:00 GMT Christopher Webber