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ITSMA 2015 Services Marketing Budget Allocations and Trends Abbreviated Summary

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Though marketing budgets are increasing modestly in 2015, pressure remains for marketing to further expand its scope of responsibility. Most of this expansion seems to be in areas that have historically been the domain of sales or business development: generating new business (“new logos”), lead generation, and pipeline progression. Mainstream marketing automation tools are clearly making their mark.

As marketing focus and investments continue to shift online, areas like corporate websites, online content, and online advertising will see the biggest increases in spending.

While the emphasis is squarely on revenue generation, other top priorities include thought leadership as well as brand/reputation and differentiation.

ITSMA sounds the alarm that focusing too much on tactical activities to drive revenue contribution risks eroding marketing’s strategic role—and core competence—in long-term value creation. We offer several recommendations to mitigate this risk:

Increase the role and visibility of subject matter experts (SMEs)
Integrating on- and off-line marketing to deliver a consistent customer experience
Build a thought leadership engine
Increasing relevance and personalization
Use new marketing tools and technologies to improve marketing, not just generate leads
Build a comprehensive customer engagement program

Overview

Services Marketing Budgets and Benchmarks: 2015 Budget Allocations and Trends, a PowerPoint-style report, delivers a detailed look at the state of the services marketing profession as it exists in early 2015. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

Topics covered in the report include:

Size of the Marketing Budget
Marketing Staffing
Agency Relationships
Services Marketing Budget Allocation
Marketing Programs and Campaigns
Online/Digital Marketing Spending
Marketing Priorities and Challenges
Marketing Organization Perception and Scope

Study Methodology

During December 2014 through January 2015, ITSMA used an invitation-only, Web-based survey to gather data from a combination of members and non-members about services marketing budgets, services growth, and top marketing priorities. ITSMA received 48 responses from 45 unique companies and analyzed the collected data three ways:

The data set as a whole
Company type: primarily services or product and services
Company size: less than $1 billion or $1 billion or more in annual services revenue

Published in: Marketing
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ITSMA 2015 Services Marketing Budget Allocations and Trends Abbreviated Summary

  1. 1. 2015 Services Marketing Budget Allocations and Trends Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Abbreviated Summary | January 2015 2015 Services Marketing Budget Allocations and Trends | Abbreviated Summary | B026AS | © 2015 ITSMA. All Rights Reserved.
  2. 2. www.itsma.com | B026AS | 2 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Abbreviated Summary The 2015 Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries. Topics covered in the report include: l Size of the Marketing Budget l Marketing Staffing l Agency Relationships l Services Marketing Budget Allocation l Marketing Programs and Campaigns l Online/Digital Marketing Spending l Marketing Priorities and Challenges l Marketing Organization Perception and Scope services budget allocations
  3. 3. www.itsma.com | B026AS | 3 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Revenue (today) Relationships (future) Reputation (the past) What marketers are focusing on today is not what is going to carry them into the future. Marketing’s contribution to revenue is important, but we must not lose sight of marketing’s pivotal role in customer insight and relationships.
  4. 4. www.itsma.com | B026AS | 4 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Lead generation has risen to become marketing’s top priority. Is this emphasis overshadowing marketing’s strategic role in the business—understanding buyers and markets? Rank Marketing Priorities2015 2014 2013 2012 2011 2010 2009 1 7 3 9 9 27 – Lead generation, management, and nurturing 2 1 1 2 4 3 7 Thought leadership development and dissemination 3 2 5 4 3 5 2 Brand/reputation management/differentiation 4 21 22 9 – – – Solutions marketing 5 9 25 24 31 – – Marketing technology and automation systems 6 6 14 13 10 – – Cross-divisional marketing programs and messaging 7 4 4 5 7 16 11 Account Based Marketing (ABM) 8 10 16 19 8 17 17 Customer insight (wants, needs, buying process) 9 14 8 9 6 6 6 Vertical/industry marketing 10 3 2 1 2 1 1 Sales and marketing alignment/sales force enablement and tools 11 5 8 6 5 7 9 Marketing performance management (measuring/ improving/proving marketing's impact on the business) Source: ITSMA, Services Marketing Budget Allocations and Trends, 2009, 2010, 2011, 2012, 2013, 2014, 2015
  5. 5. www.itsma.com | B026AS | 5 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. when we should be talking about The future belongs to those marketers who focus on establishing and building relationships based on personalization and relevance, at all stages of the buying process. nurturing leads “Marketing talks about nurturing relationships
  6. 6. www.itsma.com | B026AS | 6 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. 48% 17% 35% Marketing budgets and staff will grow in 2014, however modestly In FY2015, do you expect your marketing budget to increase, decrease, or stay the same when compared to FY2014? % of Respondents (N=48) Increase Decrease Stay the Same Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends 2015 B2B Services Marketing Budget Growth: 4.4% What changes do you anticipate in your marketing staff in FY2015? % of Respondents (N=48) 2015 B2B Services Marketing Staff Growth: 3.8% 44% 13% 44% Increase Decrease Stay the Same
  7. 7. www.itsma.com | B026AS | 7 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Although many have seen budgets bounce back, marketers are still being asked to stretch their funds as the scope of marketing’s responsibilities increases Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends How has the scope of your marketing organization’s responsibilities changed over the last year? % of Respondents (N=48) Marketing’s scope of responsibilities has been expanded 65% Marketing’s scope of responsibilities has been reduced No change Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends 29% 6%
  8. 8. www.itsma.com | B026AS | 8 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. With the ultimate vote of confidence: other organizations, in particular the BUs, are coming up with funds to supplement marketing’s budget Yes 79% In addition to the official marketing budget, are there other sources of money/“funds” that you can access/ apply to use? % of Respondents (N=48) Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends Yes 79%
  9. 9. www.itsma.com | B026AS | 9 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Marketing Programs and Campaigns Content Development People Strategy and Planning Tools 68 64 40 34 28 -6 -2 -17 -9 -17 Increasing Spend Decreasing Spend Marketing leaders are placing their biggest bets on marketing programs and content development What are your spending plans in FY2015 for the following budget categories? % of Respondents (N~47) Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends FY2015 (est.) (N=36) How was/will your Marketing spend be allocated across the following categories? Mean % of Services Marketing Budget People Marketing Programs and Campaigns Content Development Strategy and Planning Tools Other 3% 5% 7% 15% 28% 42%
  10. 10. www.itsma.com | B026AS | 10 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. 34 33 26 28 40 39 FY2014 FY2015 (est.) New Business Lead Generation New Business Pipeline Progression Customer Expansion, Loyalty, and Growth Focus on net-new customers dominates budget growth as marketing seems to be taking over responsibility for the sales funnel How was/will your marketing budget (including staff) allocated among these activities? Mean % (N=25) Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends
  11. 11. www.itsma.com | B026AS | 11 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. But is this new focus on tactical lead generation distracting us from the core competence of B2B marketing? Is it coming at the expense of more strategic—and less easily measured— activities that focus on reputation and relationship development? We may be undermining the value that only marketing can bring to our companies. 2 0 1 4 1. Increase share of wallet 2. Retain existing customers 3. Acquire new customers 2 0 0 9 1. Strengthen executive-level relationships 2. Increase share of wallet 3. Gain insight into customers’ business issues/wants and needs Top 3 Strategic Objectives for Customer Engagement All about RELATIONSHIPS REVENUE INSIGHT All about REVENUE vs. Source: ITSMA Survey: Customer Engagement, August 2014, 2009
  12. 12. www.itsma.com | B026AS | 12 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Buyers want more engagement with their providers Peer networkingNew ideas and thought leadership Give input to shape provider’s strategy Interaction with SMEs Dialog with provider’s senior executives Relevant content
  13. 13. www.itsma.com | B026AS | 13 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. B2B Marketing Leaders will step back from the relentless pursuit of revenue to build ongoing relationships by focusing on:  Expanding the role and visibility of SMEs and enabling sales to do thought leadership selling  Integrating on- and off-line marketing to deliver an omnichannel customer experience  Building a thought leadership engine  Increasing relevance and personalization through customer insight & B2I  Capitalizing on new marketing tools and technology  Creating a comprehensive portfolio to engage with new and existing customers
  14. 14. www.itsma.com | B026AS | 14 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Study Participants Atos International Germany
  15. 15. www.itsma.com | B026AS | 15 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. In Services Revenue 6% 6% 8% 17% 29% 33% Less than $100M $100– 249M $250– 499M $500– 999M $1–5B Greater than $5B Study Methodology From December 2014 through January 2015, ITSMA used a web-based survey to gather data from its members and select non-members about services marketing budgets, services growth, and top marketing priorities. ITSMA received 48 responses from 45 unique companies. Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends Industry Subsector Which of these categories best describes your industry subsector? % of Respondents (N=48) 40% 19% 13% 8% 8% 6% 6% Professional services firm (consulting, outsourcing, systems integration, managed services) Other How large is your services business? % of Respondents (N=48) Organization Size Type of Company 56% 44% We sell both products and services We primarily sell services Which of the following best describes your company? % of Respondents (N=48) Software solutions provider Computer systems and solutions provider Telecommunications services provider Network systems and solutions provider Other hardware systems and solutions
  16. 16. www.itsma.com | B026AS | 16 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. ITSMA analyzed the survey data set as a whole and in two additional ways:  By Size of Company: Less than $1B or More than or Equal to $1B annual services revenue  Type of Company: Product and Services Company or Primarily a Services Company
  17. 17. www.itsma.com | B026AS | 17 ITSMA Benchmarking Study | 2015 Budget Allocations and Trends © 2015ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. Table of Contents for 2015 Services Marketing Budget Allocations and Trends For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: jschwartz@itsma.com Phone: +1-781-862-8500, Ext. 112 Slide Executive Summary 3 Survey Methodology and Demographics 29 Size of the Marketing Budget 39 Marketing Staffing 46 Agency Relationships 52 Services Marketing Budget Allocation 57 Marketing Programs and Campaigns 64 Online/Digital Marketing Spending 69 Marketing Priorities and Challenges 72 Marketing Organization Perception and Scope 76 Crosstabs 81 By Size of Company 81 By Type of Company 119 Appendix: ITSMA Budget Taxonomy and Definitions Used in This Report 157

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