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IDC’s CMO Advisory Service is excited to announce that we are breaking new ground with a survey focused on marketing benchmarks within Cloud Software and Digital Services companies. This is brand new research for us, and an opportunity for your company to help IDC define the next set of important …

What does IDC predict for tech CMOs and their teams in 2015 and beyond? Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictions highlights insight and perspective on long-term industry trends along with new themes that may be on the horizon. Here’s a summary. 1: 25% of …

Robert sits in an office near Provo, Utah at what looks like the console of an air traffic controller. But instead of directing jets through the airspace, he’s using Twitter to guide a software company’s buyer through her decision-journey. Part marketer, part sales, part tech service, Robert is one of …

Do you ever feel overwhelmed by the marketing transformation? You aren’t alone.  An IDC analysis of tech marketing staff changes since 2009 reveals that CMOs have had to squeeze traditional staff functions to accommodate five new roles: analytics/business intelligence, marketing technology, social marketing, sales enablement, and campaign management. In 2013, …

As companies develop buyer-centric communication, one of most important questions is – how do we effectively group buyers into segments? We perceive that somewhere between the one-size-fits-all dinosaur and the unicorn-like “market of one” exist segmentation strategies that work better than others. But which ones? The secret is discovering self-identifying …

Larger and richer collections of customer data are increasing available. That’s the good news. But most of that data is wasted. That’s the bad news. Poor data practices remain one of the biggest hurdles to marketing success. Here are four ways that companies squander data and recommendations about how to …

The Chief Marketing Officer cannot avoid broader responsibility as the digital customer experience bursts traditional boundaries. IDC predicts that by 2020, marketing organizations will be radically reshaped. The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology. What actions will you take in …

The ability to measure is a sure sign of a quality organization. As marketing technology permits access more data, the gap between excellent marketing organizations and those deficient will widen — defined, in part, between those that measure well and those that do not. To have a bigger impact on …

A few years ago, IDC opened up a new research area within our “role-based” research area. We sought to understand, and define, and then Advise on an emerging role that we were seeing pop-up within the IT vendor community: The Customer Experience executive. It was a difficult area to research, …

If tech marketers as a group were to be identified as a persona, one of our attributes would be “over-achiever”.  While in school, we strove mightily to get A’s, win awards, be the champions.  Our drive to be the best is our great strength.  But its over-application can also be …