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New Tech Marketing Performance Matrix

IDC's CMO Advisory Practice announced its new Marketing Performance Matrix, which for the first time draws a direct correlation between a company's internal marketing operational efficiency and its effectiveness in marketplace execution. The Matrix indicates the relative position of tech marketers along two dimensions: efficiency of internal operations, and effectiveness or proof of results. IDC identified several companies within the marketing leadership quadrant of the Marketing Performance Matrix, including Adobe, Cisco, EMC, Intel, Oracle, SAP and Symantec.

"The marketing function in tech is undergoing significant fundamental change. All tech marketers need to improve their effectiveness and IDC research demonstrates that a number of leaders are emerging," states Michael Gerard, research director for IDC's CMO Advisory Practice. "IDC will identify and then analyze the marketing management practices of these leaders, with the objective of sharing their techniques with others in the industry."

The IDC Marketing Performance Matrix quantitatively correlates internal marketing efficiency with effectiveness of execution in the marketplace. Four factors are used to measure efficiency: overall marketing investment, staff efficiency, global alignment, and marketing performance measurement. Marketing effectiveness is analyzed through three factors: market share, revenue growth, and earnings growth.

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