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Tech Marketers Under Pressure for Results

Laura Nurzynski, group vice president of IDC's Global Go-to-Market and Sales Enablement Services, will present insights and innovations in tactical marketing best practices at IDC Nordic Directions.

IDC research shows that tactical marketing efforts will become one of the largest program allocations by technology companies by 2010, and for good reason.

Nurzynski's presentation will explore ways to leverage that investment with marketing and sales best practices in the currently changing world of shifting budgets and reordered investment priorities.

Additionally, IDC research demonstrates that there is a big gap between what you -- tech marketers -- are communicating to your audience, and what your audience needs from you to do their job.

"Your prospects and customers have a message for you," said Nurzynski. "That message is 'When you ask for my time to hear about your solutions -- be credible and be relevant'."

With constrained marketing budgets and a continued focus to improve efficiency, effectiveness, and prove ROI, tech marketers and sales need now, more than ever, to focus on tactics that yield results.

"Reaching the right target, at the right time, with the right information is critical to marketing and sales program success. Understanding the roles and needs of your myriad target audiences, and adjusting your messaging, offers, and programs to better serve each audience and to become a trusted advisor to your prospects and customers is critical," said Nurzynski.

This requires change and coordination across the entire go-to-market chain, from the market research that is conducted to how the sales team is enabled. That said, what a great opportunity to distance yourself from the crowd.

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