rssmarketingandsales IDC RSS alerts 2022 IDC Food and Beverage Supply Chain Findings and Implications <P>This IDC Survey is designed to provide insight into the supply chain challenges food and beverage manufacturers are facing, their current priorities, the drivers of change in the strategic focus of their supply chains, the impact of the ongoing disruption from COVID-19 and the Russia-Ukraine War specifically, and the progression of supply chain transformation and the use of modern, digital technologies.</P> IDC Survey Fri, 23 Sep 2022 04:00:00 GMT Simon Ellis Selling More with Data! The Framework for Data-Driven Marketing and Sales <P>This IDC Perspective discusses how the B2B market is in a transition period. The changes we have witnessed to this point are permanent. B2B sales and marketing is set for additional transformation: innovation that reduces complexities and inefficiencies, competition focused on engagement, and more leverage for customers. IT vendors need a flexible, adaptive approach and increased investment in sales and marketing technologies, and they need to lean into a data-driven culture. </P><P>The B2B vendors that IDC talked to for this research are working on developing new strategies to attract customers. Many smaller firms and new entrants have been successful in selling products with just the swipe of a credit card but eventually will learn the hard truth that not every relationship can be automated. Larger firms that already have established sales teams have the opposite challenge, yet the goal is the same — balancing intuition and data and optimizing the combination of technology and people along the customer journey.</P><P>"IDC loves data and analytics, but we also know that old school methods still work," said Mark Schrutt, strategic advisor, Innovation and Public Sector Research at IDC. "You need to meet with the customer, ask questions, and use intuition to build relationships. Yet fully relying on old-school methods will make the inevitable change much harder. There is not only a place for data. It can also be the foundation for success in a customer-focused, always-on, omni-channel market."</P> IDC Perspective Thu, 22 Sep 2022 04:00:00 GMT Mark Schrutt, Jason Bremner Growth Segment Marketing Applications: Industry Trends and Vendor Traction <P>This IDC Survey tracks high-level trends across United States-based growth companies to identify marketing technology sentiments and key market indicators. Based on responses from line-of-business leaders, the study examines broad trends regarding marketing application technologies — evaluation criteria, integration requirements, vendor preferences, budget availability, and so forth. </P><P>The data focuses on growth companies — SMB organizations from 100 to 1,000 employees. These organizations typically have established clear product-market fit, invested in marketing leadership/staff, and are looking to scale.</P><P>Fielded in June 2022, this study represents views that are significantly "post-COVID-19" but may not encompass "peak recession" concerns. That said, growth organizations seem highly adapted to the changing business conditions and are investing to move their businesses forward. Responses suggest growth organizations are focused on "investing" their way beyond any current negative market sentiments — Russia-Ukraine War, the "Great Resignation," supply chain constraints, inflation, and so forth. </P><P>The survey shows that marketing budgets are strong and growth organizations are investing in martech solutions — especially those tools that clearly demonstrate their ability to provide direct improvements to client engagement.</P><P>IDC sees the growth segment as a vibrant, complex, and expanding area. This research, along with other related publications, help identify key areas marketing solution providers should focus on to improve market traction. </P> IDC Survey Fri, 16 Sep 2022 04:00:00 GMT Roger Beharry Lall HubSpot's Inbound 2022: Fighting the "Crisis of Disconnection" <P>HubSpot recently hosted its Inbound 2022 conference and took full advantage of the in-person event excitement to launch new features, reinforce its multi-departmental capabilities, and announce a new strategic goal: addressing the crisis of disconnection.</P> IDC Link Fri, 16 Sep 2022 04:00:00 GMT Roger Beharry Lall Platform Culture Determines the Performance of Martech Majors and Their Customers <P>This IDC Market Note addresses the hidden source of fragmentation across the front-office CX tech stacks of major martech/CX vendors. How vendors manage internal front-office product teams determines the level of fragmentation or interoperability customers will inherit from their vendors. Integration is now more important to buyers than innovation at the product level, but innovation is needed in all other aspects of the business relationship between martech/CX vendors and their customers. </P> Market Note Fri, 16 Sep 2022 04:00:00 GMT Gerry Murray The Future of Experiences in the Metaverse <P>This IDC Perspective discusses how the advent of Web3 technologies and other metaverse components will have an impact on the future of customer experiences. It highlights the key factors that make it relevant to consider these technologies now, which of these technologies should be key considerations for forward-thinking CX leaders and tech buyers, and ideas for innovating future experiences for business resiliency with a view toward achieving customer and business outcomes.</P><P>"While we recognize that mainstream metaverse customer experience use cases that result in real customer value are still a long way off, customer expectations will continue to rapidly evolve with the advent of Web3/metaverse technologies in their personal life," said Sudhir Rajagopal, research director at IDC. "In turn, this will undoubtedly have an influence on their demand and preference for similar experiences from brands, evolving the relationship to one which is built on value-based, empathetic outcomes and memorability. Organizations can prepare by acting on foundational elements of data, security, and customer privacy; strategizing on new business models; and perfecting experience outcomes across the whole journey experience and spanning the organization's CX ecosystem. Organizations that already have plans in place to provide a metaverse customer experience will have an upper hand."</P> IDC Perspective Thu, 15 Sep 2022 04:00:00 GMT Sudhir Rajagopal IDC MarketScape: Worldwide Supply Chain Inventory Optimization 2022 Vendor Assessment <P>This IDC study uses the IDC MarketScape model to provide an assessment of a number of providers participating in the worldwide supply chain inventory optimization market. The IDC MarketScape is an evaluation based on a comprehensive framework and a set of parameters that assesses providers relative to one another and to those factors expected to be most conducive to success in a given market during both the short term and the long term.</P><P>"Supply chain planning has become both central and critical to the success of the resilient supply chain, and inventory optimization specifically is a key component of supply chain planning overall. Growing complexity in the supply chain has made inventory optimization and planning more challenging, both as a consequence of often larger demand forecast error and as a lack of full visibility into supply issues and constraints. IDC would view a competent inventory optimization application as important to the success of the broader supply chain," says Simon Ellis, program VP, Manufacturing Insights and Worldwide Supply Chain Strategies.</P> IDC MarketScape Wed, 14 Sep 2022 04:00:00 GMT Simon Ellis The Digital-First Era Demands a New Marketing and Sales Model: Introducing Adaptive Customer Engagement <P>This IDC Perspective focuses on the new Adaptive Customer Engagement (ACE) model that engages the modern digital-first B2B buyer. Marketing is facing the reality of reaching and influencing a predominantly digital-first buyer. Today's buyer is fully engaged across multiple digital channels and information sources through the entire journey. B2B marketers have even more complexity due to the growing number of personas they must engage, influence, and nurture in a highly contextual relevant manner. A new operating model for marketing and sales is imperative to accelerate revenue growth opportunities in the digital-first era. IDC's Adaptive Customer Engagement model provides a modern framework to identify and accelerate revenue growth opportunities for the brand. </P><P>"The current marketing and sales operating model fails in customer centricity and perpetuates the challenge B2B marketing and sales leaders face in a digital-first era — to establish relevancy, nurture, and build relationships among a growing number of influential individuals in a buying committee," states Laurie Buczek, vice president, CMO Advisory Practice at IDC. "Marketers have struggled to meet the desired content and experience delivery for a better part of a decade. No longer can marketing and sales operate within a linear buyer decisioning model or continue to create disconnected acts of content and interpersonal dialogue. It is critical that marketing steps in to orchestrate and adaptively deliver the best content at the right time, right place." </P> IDC Perspective Wed, 14 Sep 2022 04:00:00 GMT Laurie Buczek, Jason Cunliffe Market Analysis Perspective: Worldwide Marketing Campaign Management Software, 2022 <P>This IDC Market Analysis Perspective presents an overview of the market for marketing software, the competitive landscape, buyer perspectives, future view of the market, and advice for technology suppliers. </P> Market Analysis Perspective Mon, 12 Sep 2022 04:00:00 GMT Gerry Murray IDC PlanScape: Marketplaces for Retailers <P>This IDC PlanScape explores the characteristics of digital marketplaces as facilitators and robust tools to enhance a brand's online presence, underlying characteristics that make them particularly effective in specific business moments.</P><P>"Marketplaces are one of several digital tools that companies can use to improve and manage their market presence besides physical retail," said Cristiano Quattrini, associate senior advisor, IDC. "The best combination of solutions to approach the digital market depends on the business strategy of the company, but there are several considerations that show how marketplaces can be powerful and proficient solutions for retail development and success."</P> IDC PlanScape Wed, 07 Sep 2022 04:00:00 GMT Cristiano Quattrini, Filippo Battaini, Sofia Poggi, Ornella Urso