rssmarketingandsales IDC RSS alerts IDC TechBrief: Customer Data Platforms Personalization and More for Marketers <P>This IDC TechBrief describes the needs, use cases, risks, and success factors associated with a customer data platform deployment. </P><P>"Marketers with greater insights into the whole customer relationship have a distinct competitive advantage to reach the best customers with the most compelling content the fastest," said Gerry Murray, research director of IDC's Marketing and Sales Technology service. "This requires data from other departments to be readily available to drive marketing decisions at scale in real time. Customer data platforms can solve some of the biggest challenges for marketers in this regard by pulling together previously inaccessible and incompatible data sets, resolving customer identities, and recommending the best way to communicate with each individual contact. The business value is in higher customer engagement, conversion, and loyalty."</P> IDC TechBrief Mon, 10 Dec 2018 05:00:00 GMT Gerry Murray Customer Experience Digital Transformation Use Cases <P>This IDC Tech Buyer Presentation identifies the digital transformation (DX) use cases associated with customer experience (CX) and provides guidance on how to prioritize them to develop a DX road map.</P> Tech Buyer Presentation Tue, 20 Nov 2018 05:00:00 GMT Alan Webber Marketing Investment Planner for 2019: Executive Summary <P>This IDC Perspective offers CMOs and their management teams and C-suite colleagues a window into the results of IDC's 2018 <I>Tech Marketing Benchmark Survey.</I> A 60-page extended study with details on this survey (now in its 16th year) is available for purchase. Interested clients can contact their IDC account manager. IDC's <I>Tech Marketing Benchmark Survey</I> provides evidence-based quantitative insight for marketing planning, performance and productivity management, and transformation into a modern marketing powerhouse.</P><P>"Marketing is getting bigger: Tech companies are increasing the marketing budget as percentage of SG&A and increasing the number of marketing staff as a percentage of total employees," says Kathleen Schaub, vice president of the CMO Advisory and Customer Experience practices. "It's critical that CMOs understand how their investments stack up to industry leaders and use a data-driven approach to diagnose what their best next steps should be."</P> IDC Perspective Tue, 13 Nov 2018 05:00:00 GMT Warren Lane, Kathleen Schaub Using Benchmarks for Actionable Planning <P>This IDC Perspective provides marketing and other business leaders with guidelines on how to use data-driven benchmarks to improve planning. As decision tools, benchmarks will focus, inspire, and explain strategic and operational plans. The document outlines several types of benchmarks, when and why to use them, and contributes tips for boosting planning effectiveness.</P><P>"Few business people look forward to planning season. Planning can be frustrating and scary because this is when management sets the objectives that people will be held accountable for during the year," says Kathleen Schaub, vice president, IDC CMO Advisory and Customer Experience. "Benchmarks, such as those developed through <I>Tech Marketing Investment </I><I>S</I><I>urvey,</I> help ensure plans are higher quality, more actionable, and that employees view them as more fair and achievable."</P> IDC Perspective Tue, 13 Nov 2018 05:00:00 GMT Kathleen Schaub Accenture Continues Its Creative Agency Buying Spree with Kolle Rebbe in Germany <P>Accenture has agreed to buy a leading German digital marketing and advertising agency, Hamburg-based Kolle Rebbe. This looks like a good move for Accenture, as Kolle Rebbe is known for its creativity in designing campaigns, and the deal will likely succeed — assuming that Accenture can integrate the agency carefully and scale its replicable tools and best practices.</P> IDC Link Fri, 09 Nov 2018 05:00:00 GMT Douglas Hayward IDC FutureScape: Worldwide CMO 2019 Predictions <P>This IDC study provides IDC's top 10 predictions for CMOs and their organizations for 2019.</P><P>According to Gerry Murray, research director, IDC's Marketing and Sales Technology service, "As CMOs face another tsunami of change, they have more tools, talent, and insight available to them than ever. Success will hinge on their ability to change the tenor of marketing and educate themselves and other functions about how each role, each team, and each department can enhance the ability of every other to continuously improve customer experience." </P> IDC FutureScape Wed, 31 Oct 2018 04:00:00 GMT Gerry Murray, Kathleen Schaub, Alan Webber, Karsten Weide IDC FutureScape: Worldwide Chief Marketing Officer (CMO) 2019 Predictions <P>This IDC Web Conference presents a discussion by IDC's Gerry Murray on the key predictions that will impact the purchase decisions of chief marketing officers over the next one to three years. Senior IT leaders and line-of-business executives will come away with guidance for managing the implications that these predictions harbor for their IT investment priorities and implementation strategies. </P> Web Conference: Tech Buyer Wed, 31 Oct 2018 04:00:00 GMT Gerry Murray IDC FutureScape: Worldwide Consumer DX and Home IoT 2019 Predictions <P>This IDC study examines how 10 innovation forces will shape the consumer technology market over the next three years.</P><P>"Consumer digital transformation (DX) continues to drive new devices, services, technologies, and experiences," says Adam Wright, senior research analyst with IDC's Consumer IoT research team. "As legacy business and service models erode in the face of emerging technologies, particularly in the home IoT sector, businesses need to make bold decisions to embrace emerging technologies and enable new user experiences to compete for a greater share of the consumer market. Decision makers at consumer companies must embrace change and not be held hostage to either legacy technologies and business and service models or the challenges of meeting consumer demand in nascent, unproven markets."</P> IDC FutureScape Wed, 31 Oct 2018 04:00:00 GMT Greg Ireland, Adam Wright, David Reinsel, John Jackson, Ramon T. Llamas, Karsten Weide, Lewis Ward Implications for Your Customers' Growing Dependence on Marketing: IT Buyer Experience Study, 2018 <P>This IDC Survey highlights the evolution of tech buyers' growing reliance on marketing-related information sources to make their buying decisions. Dependency on marketing at all prepurchase buying stages now beats both sales and even direct product experience to an astonishingly wide margin. As dependency grows, customers become more demanding. Yet the context for delivering effective marketing continues to get trickier.</P><P>"Marketing leaders must understand the true role of modern marketing and stay alert to shifting customer attitudes and preferences toward trust, privacy, digital interaction, and social," says Kathleen Schaub, vice president, CMO Advisory and Customer Experience. "Piloting new capabilities including customer experience and artificial intelligence combined with an attitude of service is critical for success." </P> IDC Survey Tue, 16 Oct 2018 04:00:00 GMT Kathleen Schaub, Gerry Brown, Gerry Murray, Alan Webber Buyer Insights: Transform Buyer Personas with Contextual Insight <P>This IDC Market Perspective explains what is missing from most buyer personas and why it is important to include buyer insight to make the persona actionable. In-depth interviews with buyers who have recently made the decision to purchase a solution similar to the one offered by your organization reveals the who, what, why, and how associated with a buying decision. Committees made up of stakeholders from all the impacted areas of the business are commonplace and include an economic buyer, a lead evaluator, and representatives from security and compliance. Business users are involved from the very early stages to understand the requirements and assist in the evaluation process.</P><P>"To be effective, supplier marketing should understand the jobs to be done for each of the stakeholders on the committee. In-depth interviews are most effective for building actionable personas. A comprehensive framework helps to aggregate the key insights that come from learning the buyer's story." — Frank Della Rosa, IDC research director, SaaS and Cloud Software. </P> Market Perspective Thu, 11 Oct 2018 04:00:00 GMT Frank Della Rosa