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Tech Marketing is Complex and Under-Funded

IDC's CMO Advisory Practice projects that the global marketing budgets of IT vendors will increase by an average of 7 percent in 2006, the greatest year-on-year increase in spending in five years. The average marketing budget increase for a tech vendor now outpaces the average revenue increase, indicating that every dollar of vendor revenue is becoming more expensive to garner.

�Marketing leaders and their C-level counterparts need to accept the new realities and complexities of the tech marketing function," said Rich Vancil, vice president of the CMO Advisory Practice at IDC. �And they need to recognize that marketing is going to get more complex, and therefore more costly, over the next several years."

"Tech marketing is, in general, an under-funded area," Vancil noted. "The irony is that IDC's research shows that the companies achieving the best gains in revenues and profits are those investing in marketing at a higher than average pace.�

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