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Back of the Envelope Marketing Budgets

Here is a simple and I think helpful budgeting rule-of-thumb that a CMO at a $5b software vendor shared with me yesterday: 1) 75% of your budget should be in support of revenue-generation for your current operating year. 2) 15% of your budget should be placed towards efforts that have …

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CMO Turnover at Nokia, and in General…

Nokia’s CMO Jerri DeVard is out of a job today, hitting the screen at 18 months. (See: http://tiny.cc/crz3fw). We have seen this many, many times in this role. Why is CMO job tenure often so short? CMO’s come in three basic flavors. There is the Mar-Comm CMO, who has skills …

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IBM starts the CMO + CIO Dialog

IBM’s new CEO Ginni Rometty is targetting the CMO role in her first major client event. On June 6-7, Over 300 important IBM customers were invited to thie “CMO + CIO Leadership Exchange”. They attended in executive pairings – the company CMO plus CIO – to explore their business relationships …

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Three Ways to Update Your Funnel for the New B2B Buyer

B2B Buyer behavior is undergoing an extraordinary sea change triggered by Internet technology. Tech marketing and sales teams haven’t caught up. They still rely on a 112-year-old sales funnel model. IDC introduces a new Customer Creation Framework better suited for the way customers really buy. The Internet tsunami has radically …

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Symptoms of a Sick Sales Funnel

Can you believe that the sales funnel is 112 years old? Hmmm. Seems like a lot has happened since then. No wonder the ole’ funnel is showing signs of wear. IDC research shows that the time it takes for tech companies to create a B2B customer has increased by 15% …

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Building the Big Tech Brand: Dell and Xerox

The last two years have been hard times for tech marketers: there has been major pressure to transform execution, coupled with a significant reduction in the rate of budget growth. This is truly the “We are being asked to do more, with less” situation that marketers casually complain about. But …

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Key Findings From IDC’s 2011 Tech Marketing Benchmarks Study

Between May 15th and July 31st, 2011, IDC’s CMO Advisory Group fielded its 9th annual Tech Marketing Benchmarks Study. More than 100 tech companies representing about $850B in revenue responded, making this the CMO Advisory Group’s most successful benchmarking study to date. The average revenue for companies in this data …

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Update on Social Business Transformation

Social Media in the B2B world has got a bit of a bad rap right now. Let’s frame the problem. The obstacles might be spoken (or whispered) as: • “These new communication platforms, and this social media movement within our company…is …who knows? Well, let’s just keep an eye on …

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Planning Season for 2011: Trickier than Usual

This is my 8th year of analyzing and guiding on tech marketing budgets and allocations and it will be the most dynamic that I have witnessed. Here are the facts and factors, and some guidance thoughts. First, the Macro-Economics of revenues and marketing budgets: Based on IDC’s annual Tech Marketing …

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