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
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
Services Marketing Budget Allocation
Marketing Programs and Campaigns
Online/Digital Marketing Spending
Marketing Priorities and Challenges
Marketing Organization Perception and Scope
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