ITSMA State of the Profession January 2010

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With marketing budgets set to rebound only slightly—if at all—in 2010, leading marketing organizations are not waiting for a return to normal. Instead, they are looking for ways to transform marketing. 2010 will be the year of marketing transformation. Marketing can’t spend another year trying to do more with less. Marketing needs new systems and processes, organizational structures and skills. In this Online Briefing, Dave Munn and Julie Schwartz share data from ITSMA’s 2010 Marketing Budgets & Trends Survey, to give marketers practical insight on how to take advantage of the changes that await in the year ahead. Specifically this briefing explores such issues as:

* What are the current projections for marketing spending and staffing?
* Why marketing must adopt a publishing model and become a content generation engine
* How is social media being integrated into marketing?
* Why must marketing automate and integrate marketing automation systems with the CRM systems to increase sales productivity?
* What new processes, organizational roles, and skills are needed to transform marketing?
* How can companies use marketing analytics to demonstrate the impact of marketing?
* What are leading companies doing to take advantage of this next wave of opportunity and get ahead of competitors?

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ITSMA State of the Profession January 2010

  1. 1. ITSMA Web Briefing | January 26 & 27, 2010 ITSMA’s 2010 State of the Marketing Profession Address Abbreviated Summary Dave Munn President & CEO ITSMA Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Abbreviated Summary | E012710AS
  2. 2. 2010 will be the year of Marketing Transformation Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 2
  3. 3. Marketing can’t spend another year of trying to do more with less — its impact on the business will suffer Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 3
  4. 4. Marketing has to change  New systems, processes, and ways of thinking  New organizational structures and models  New roles and skills Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 4
  5. 5. Marketing budgets are at an all time low as a percentage of revenue What is the size of your annual services marketing budget as a percentage of services revenue? % of Services Revenue Spent on Marketing Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2000, 2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010 Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 5
  6. 6. Buyer behavior is changing marketing  More powerful and knowledgeable  More selective  Value conscious  Seeking insight and ideas – Only 50% of buyers think the content and vehicles providers use to bring them new ideas are effective! Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 6
  7. 7. These marketing tactics are becoming More important to the marketing strategy  Thought leadership  Invitation-only online development communities hosted or  References and testimonials sponsored by your company  Senior level relationship  Corporate Website management programs,  Internal collaboration through customer advisory boards, social media and/or Intranet councils  Blogs  Online video  Public online social networks (e.g., LinkedIn, Facebook)  ROI tools/Price justification tools N~35; 50-77% of respondents stating that tactic will become more important to the marketing strategy. Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010 Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 7
  8. 8. These marketing tactics are becoming Less important to the marketing strategy  Collateral (brochures, datasheets, etc.)  Hospitality  Sponsorships of sports/ Cultural events  Print-based direct marketing  Traditional print/media advertising  Public trade shows N~35; <=11% of respondents stating that tactic will become more important to the marketing strategy. Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2010 Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 8
  9. 9. What will it take to transform marketing? New Systems and Processes  A content generation strategy and engine  Integrated CRM and marketing automation  Marketing analytics and reporting New New Roles Organizational and Skills Structures and Models Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 9
  10. 10. Marketing needs to become a content creation engine Sales Integrated Marketing Campaigns Customer  Relationship Marketing Thought programs Business planning/ Content  Digital/social leadership strategy strategy/ platform Engine media intelligence  Events  Influencer relations  PR Business Partners Measure, Analyze, and Report Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 10
  11. 11. The most successful content creators draw on extended networks Customer Internal Academics Events/ Knowledge Councils Sessions Consultancies Research Consortia Thought External Leadership Analysts Alliances Content Creation Primary and Third-Party Events & Associations Client and Delivery Secondary Projects and Research and Presentations Refinement Internal Subject Matter Expert Feedback and Refinement Source: ITSMA, How to Create a Thought Leadership Network, September 22, 2009, TB041 Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 11
  12. 12. Content needs to be packaged in many forms, for both internal and external consumption Let’s replace IBM with McKinsey What Matters. Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 12
  13. 13. Integrating marketing automation with CRM enables marketing to track and nurture leads, and measure its impact on the pipeline Source: http://www.leadsmarketer.com/ Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 13
  14. 14. Marketers need to measure, analyze, and predict Marketing Analytics Examining data to create insights e.g., Gathering sales data to determine customer buying patterns and predict which customers are likely to respond favorably to a particular offer Marketing Metrics Descriptive performance measures e.g., Sales accepted leads, Sales Pipeline Contribution %, revenue and profit increase, win/loss %, etc. Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 14
  15. 15. Closing thoughts Marketing’s Transformation Relies on Demonstrating Marketing’s Impact  The solution?  How? – Enabling sales by using – Create a content generation content and integrated engine campaigns to generate leads – Integrate sales and marketing and move them through the via the marriage of CRM and funnel marketing automation – Tracking, measuring, and – Invest in marketing analytics to reporting results predict and improve results • Marketing’s contribution to the pipeline • Sales cost per order dollar (CPOD) Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 15
  16. 16. For more information, contact: Julie Schwartz Senior Vice President Thought Leadership and Research ITSMA jschwartz@itsma.com +1-781-862-8500, Ext. 112 Abbreviated Summary | E012710AS ITSMA’s 2010 State of the Profession Address © 2010 ITSMA. All Rights Reserved. 16

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