Skip to main content

IT Vendors Enter the Digital Marketing Era

In its upcoming report on IT vendor marketing and sales investment, and key performance indicators (KPIs), IDC's Executive Advisory Group forecasts a 4 percent increase for the average marketing budget and a 7.9 percent increase for the average sales budget in 2008.

These budget increases are the lowest that IDC has forecast in the past four years and will place further pressure on the vendor marketing and sales functions for cost control and productivity increases. Clearly, this is no time for business-as-usual thinking.

"Marketers should be prepared to withstand a budget reduction while still being able to keep the core elements of the marketing business model in place and productive," said Michael Gerard, vice president of research for the CMO Advisory Practice and Executive Advisory Group at IDC.

"Those technology marketers that continue improving their operations excellence coupled with efficiency of execution will be in a good position to weather this storm."

"We are advising our clients to continue improving alignment between marketing and sales, in particular focusing everyone's efforts back to the customer," said Lee Levitt, program director for the Sales Advisory Practice of IDC.

"Most marketing and sales team's assets and processes are out of sync with the needs of their buyer's requirements -- and those companies that succeed at changing this trend will capture share in this challenging market. We have found increased dissatisfaction regarding the relationship between marketing and sales, and have specific recommendations to both turn that trend around and, specifically, to improve marketing and sales productivity."

However, I believe that while small increases in productivity may still be possible by tweaking existing methods and associated processes, the real quantum-leap gains will only go to those who are bold enough to try something totally different.

According to the latest market studies from the CMO Council, Forrester Research and others, the quest to find a best-fit business technology solution provider most often starts with a keyword search on Google.

That said, you would think that marketers are shifting their limited budgets to follow this trend. Again, research indicates this is typically not the case. In fact, most IT vendors likely still use either direct mail, telephone cold-calling, and other methods that have proven to be ineffective.

But, where there is widespread procrastination -- to cross the chasm and learn how to embrace online marketing -- there's also opportunity for those who dare to take the path less traveled. The Digital Marketing Era is upon us. It's the perfect time to break free from the crowd of lazy or inept marketers.

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of

How Generative AI Will Reshape the Economy

The Global Networked Economy -- a term synonymous with the interconnectedness of businesses, individuals, and governments worldwide -- has undergone a remarkable transformation in 2023. Fueled by the rapid growth of digital technologies and the global internet, this phenomenon has given rise to a worldwide marketplace that has already revolutionized the way we live, work, and play. The impact of Generative Artificial Intelligence (GenAI) in 2024 will be equally disruptive to many traditional business leaders. GenAI will also create huge opportunities for the fearless pioneers. Global Networked Economy Market Development The Global Networked Economy's evolution traces back to the advent of the Public Internet. The introduction of eCommerce, social media, and cloud computing has been instrumental in reshaping how businesses operate and engage with their customers. This interconnected ecosystem empowers savvy leaders to access new markets, trim operational costs, enhance commercial e