Your SlideShare is downloading. ×
  • Like
ITSMA Online Survey: Marketing Transformation: Are we there yet?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

ITSMA Online Survey: Marketing Transformation: Are we there yet?

  • 505 views
Published

For a few years, ITSMA has been saying that marketing must transform. The world is changing so fast, though, that changing your marketing incrementally is not an option. …

For a few years, ITSMA has been saying that marketing must transform. The world is changing so fast, though, that changing your marketing incrementally is not an option.
In our latest survey, Marketing Transformation: Are we there yet?, we have found clear evidence of marketing leaders rethinking, reskilling, and reinventing the organization. Nevertheless, we are in the early stages of transformation, as many marketers have yet to achieve their objectives.
This survey report identifies the six most important characteristics of a transformed marketing organization as well as three distinct roles of a transformed marketing organization.
The report also identifies the challenges to transforming your marketing organization, then gives ideas and best practices on what marketers can do to accelerate their transformation.
Methodology
 Online Web-based Survey
– Survey invitations were emailed during May 2012 to ITSMA member and select non-member companies
– 178 people completed the survey
 Qualitative Interviews: 20 hour-long interviews with members of ITSMA’s Advisory Boards (Europe and North America)
 ITSMA Analyzed the Data Four Ways
– Company Type: Sells products and services vs. Primarily services
– Company Size: Less than $100M, $100–999.9M, $1–10B, More than $10B
– How Marketing is Viewed: Marketing is viewed as:
Strategic vs. Tactical
– Status of Marketing Transformation: Transforming vs. Not yet, and Planning the transformation, in progress, transformed

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
505
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. ITSMA Online SurveyMarketing Transformation:Are we there yet? Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA Dianne Kim, Research Associate, ITSMA Kerry Johnston, Client Services Director, ITSMA Europe Abbreviated Summary | May 2012 Note: This Abbreviated Summary highlights some of the significant findings from Marketing Transformation: Are we there yet? A more in-depth analysis can be found in the full report.
  • 2. Key TakeawaysMarketing must transform: Marketing does not change in a vacuum—Our world is changing so fast that the rest of the organization has tochanging your marketing incrementally is change toonot an optionWe see clear evidence of marketing The key transformation challenges are:leaders rethinking, reskilling, and • Changing the internalreinventing the organization perception of marketingNevertheless, we are in the early stages of • Balancing the strategictransformation, as many marketers have with the tacticalyet to achieve their objectives • Developing new skillsThere are three distinct roles of a • Changing thetransformed marketing organization: company culture • Strategic Business Driver • Relationship Builder Despite the desire for marketers to be • Effective Executor more strategic, tactics are just as important Source: ITSMA Survey: Marketing Transformation, May 2012
  • 3. Our world is changing so fastthat incremental is not an option Data Channel Marketing Changing Explosion Proliferation Technology Surge Buyer Behavior Geographic The Rise of the Budget Constraints/ Expansion/Culture Social Buyer Cost Cutting Shock Source: ITSMA Survey: Marketing Transformation, May 2012
  • 4. And we see clear evidence of marketingleaders rethinking, reskilling, andreinventing the organization Source: ITSMA Survey: Marketing Transformation, May 2012
  • 5. Two-thirds of marketing organizationshave begun their transformationHas your marketing organization alreadytransformed, or is it in the process of But we’re not there yet!transforming? % of Respondents (N=178) Dont How far along are you? know % of Respondents (N=121) Do you believe such a change 11% is coming? Our new organization is fully in % of No 11 place and operating well Respondents Yes 21% (N=37) 73% Yes 68% Our new structure is in place 33 and we are working with teams Dont to re-enforce changes know No 16% 11% The planned changes have 31 been communicated with the team and we are currently redefining roles Initial plans have been agreed 7 but not yet communicated Planning has begun but no 18 decisions have yet been made Source: ITSMA Survey: Marketing Transformation, May 2012
  • 6. ITSMA has identified the sixmost important characteristics of atransformed marketing organization: Strategic Instills an outside-in orientation to drive 1 a customer-centric business strategy Business Collaborates with the lines of business/ Driver 2 P&L owners Partners with sales throughout the Relationship 3 buying process Builder 4 Develops direct relationships with customers and builds advocacy Builds a dynamic and flexible workforce, 5 including agency relationships Effective Uses data and analytics to improve Executor 6 marketing efficiency/effectiveness and business impact Source: ITSMA Survey: Marketing Transformation, May 2012
  • 7. What are the transformation challenges?• Changing the internal perception of marketing• Balancing the strategic with the tactical• Developing new skills• Changing the company culture Source: ITSMA Survey: Marketing Transformation, May 2012
  • 8. Despite the desire for marketers to be morestrategic, tactics are just as important Source: ITSMA Survey: Marketing Transformation, May 2012
  • 9. Study Methodology Online Web-based Survey ITSMA Analyzed the Data Survey invitations were Four Ways emailed during May 2012 to ITSMA Company • Sells products and services vs. member and select Type Primarily services non-member companies • Less than $100M Company • $100–999.9M 178 people completed the survey Size • • $1–10B More than $10B How Marketing • Marketing is viewed as: is Viewed Strategic vs. Tactical Qualitative Interviews Status of • Transforming vs. Not yet hour-long interviews with Marketing • Planning the transformation, 20 members of ITSMA’s Advisory Boards (Europe Transformation in progress, transformed and North America) Source: ITSMA Survey: Marketing Transformation, May 2012
  • 10. Type of Company Respondent TitlesHow would you describe your company’s Which of the following best describes your role atbusiness? % of Respondents (N=178) your company? % of Respondents (N=178) Sales executive (C-level, SVP, VP, AVP) Sales staff Primarily 48% 52% Both products Sales 1% 1% services and services manager/director 1% Other 5% CEO, COO, CFO, GM, President 10% Marketing staff MarketingIndustry Subsector 10% director/manager 54%Which of these categories best describes yourindustry subsector? % of Respondents (N=178) Marketing executive (CMO, SVP, VP, AVP) Professional services firm 46 19% Computer systems and solutions provider 20 Organization Size Software solutions provider What is your companys annual services revenue? 13 % of Respondents (N=178) 43 Network/telecom solution provider 11 Other hardware systems and 4 solutions provider 19 16 Marketing agency, PR, or 10 3 7 advertising services provider 1 3 1 Medical/health technology 2 products, services, and solutions Less $50– $100– $250– $500– $1– $5– More than 99M 249M 499M 999.9M 4.9B 10B than Other 2 $50M $10B In Annual Revenue Source: ITSMA Survey: Marketing Transformation, May 2012
  • 11. Table of Contents forMarketing Transformation: Are we there yet? SlideExecutive Summary 3Methodology and Respondent 26DemographicsDetailed Findings 35Appendix: Study Definitions 70For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-407-788-8220