This document summarizes the key findings of a survey conducted by ITSMA on insight-led marketing. The survey found that while customer insight is the top priority for high growth companies, most B2B marketing organizations are just getting started in using data and analytics. Only a small portion of organizations, termed "insight leaders", are seeing results from using data across all marketing functions. The full report contains more detailed findings, case studies, and methodology.

1. Insight-Led MarketingJulie Schwartz Senior Vice President, Research and Thought Leadership, ITSMA
ITSMA Survey
Abbreviated Summary | October 2016
This abbreviated summary highlights some of the most significant
findings of ITSMA’s Insight-Led Marketing Survey.
A more in-depth analysis can be found in the full report
http://www.itsma.com/research/insight-led-marketing-survey/

2. 2© 2016 ITSMA. All rights reserved. www.itsma.com
Source: ITSMA, 2016 Services Marketing Budget
Allocations and Trends
Marketers at top
performing companies
prioritize customer
insight,analytics,and
measurement
For high growth companies,
customer insight
is the #1 marketing priority in 2016.
For all others,it ranked 20th.
For the purposes of this study,we are
defining Insight-Led Marketing as:
Collecting,managing,and using
structured and unstructured data
to fulfill marketing’s mission and
impact business results.
Data can be collected on:
• Market trends
• Competitors
• Customers
• Prospects
• Buyer journey behavior
• Engagement
• Marketing programs and
campaigns
• Customer satisfaction
• Brand awareness and perception
• and so forth
The promise of Insight-led Marketing:
Analyzing data for better performance

3. 3© 2016 ITSMA. All rights reserved. www.itsma.com
Insight can impact
every area of
marketing
The ITSMA Marketing FrameworkTM
STRATEGY
& PLANNING
Setting the direction
PORTFOLIO
MANAGEMENT
Meeting client needs
CONTENT &
COMMUNICATIONS
Engaging key stakeholders
ENGAGEMENT
& ADVOCACY
Strengthen relationships
• Market Analysis
• Opportunity
Identification
• Brand & Positioning
• Buyer Insight
• Go-to-market Planning
• Offer Development
• Value Proposition
Development
• Pricing
• Life Cycle Management
• Brand Communications
• Thought Leadership
• Content Management
• Demand Generation &
Lead Management
• Influencer Relations
• Client Experience
Management
• Executive Programs
• Account-Based Marketing
• Reference Management
• Client Satisfaction &
Loyalty
MARKETING OPERATIONS
Organization, Budget, Talent Management, Tools, and Analytics & Measurement
SALES & FIELD ENABLEMENT
Education, Integration, Programs, Tools, and Support
PARTNERS & ALLIANCES
Recruitment, Education, and Programs

4. 4© 2016 ITSMA. All rights reserved. www.itsma.com
However,most B2B
marketers are at the
early stages of the
journey to insight-led
Howwould you characterize your
organization’s overall usage of data
(structured and unstructured) to support
marketing activities and decision making?
Few marketing organizations are set up for
insight-led marketing
% of Respondents (N=133)
Source: ITSMA Insight-Led Marketing Survey, September 2016
8
29
43
21
Leading edge
Already
seeing
results
On our way
Just getting
started
87%
of B2B marketing
organizations
don’t have a
formal data and
analytics strategy
48%
of B2B marketers
report data access
challenges due to
organizational
silos
83%
of B2B marketing
organizations
have no one with
oversight for the
data strategy and
governance
Source: ITSMA Insight-Led Marketing Survey, September 2016

5. 5© 2016 ITSMA. All rights reserved. www.itsma.com
Some marketers are
ahead of their peers:
Meet the insight
leaders in our study…
How would you characterize your organization’s overall usage of
data to support marketing activities and decision making?
Leading
edge
Already
seeing results
On our
way
Just
getting started
To what extent
is your
marketing
insight-led?
Completely—
5 Insight Leaders
22%
4
3
Aspirationals
78%2
Not at all—1
% of Respondents, N=133 Source: ITSMA Insight-Led Marketing Survey, September 2016
Insight-led marketers are
also raising the stature and
influence of marketing
report an increase in
the stature and/or
influence of marketing
Insight Leaders
83%

6. 6© 2016 ITSMA. All rights reserved. www.itsma.com
The insight leaders are
using data and
analytics to achieve
their objectives across
the board
How well is your marketing
organization using data to
do the following?
Mean rating
Insight Leaders
(N~28)
Aspirationals
(N~103)
Document performance with
dashboards and business
intelligence
Drive (or support) sales
Drive strategy
Deepen relationships; ensure
customer success; improve
customer satisfaction, loyalty,
and advocacy
Make decisions based on
predictive analytics
and forecasting
4.1*
4.0*
4.0*
3.8*
3.2*
3.0*
2.9*
2.8*
2.9*
2.1*
Note: Mean rating based on a 5-point scale
where 1=Not at all well and 5=Extremely
well—this is a marketing core competence.
* Indicates a statistically significant
difference.
Source: ITSMA Insight-Led Marketing
Survey, September 2016

7. 7© 2016 ITSMA. All rights reserved. www.itsma.com
ITSMA’s new study,
Insight-Led Marketing,
documents
Howwellisyour
marketing
organization using
datato dothe
following?
Mean rating
(N~131)
3.3
3.2
3.1
3.1
2.4
1
Not at
All Well
5
Extremely
Well
Mean
rating
Document performance with dashboards
and business intelligence
Drive (or support) sales
Drive strategy
Deepen relationships; ensure customer success;
improve customer satisfaction, loyalty, and advocacy
Make decisions based on predictive analytics
and forecasting
Source: ITSMA Insight-Led Marketing Survey, September 2016
13%
34%
53%
Does your marketing organization have a formal data
and analytics strategy? % of respondents (N=114)
Yes
No
Inthe process of
creating aformal
strategy
8
29
43
21
We use data to make both strategic and tactical decisions to improve the impact of marketing,
deliver personalized value propositions, deepen customer relationships, and build predictive models
We use data to glean insights and
make both strategic and tactical
decisions to improve the impact
of marketing
We are putting together
the processes to count,
collect, and report data
We count, collect, and report data, providing
organized information in reports or dashboards
to show the impact of marketing
Leading
edge
Already seeing results
On our way
Just getting started
Formal Strategy
Marketing Organization’s Data Usage
How would you characterize your organization’s overall usage of data (structured and unstructured)
to support marketing activities and decision making? % of respondents (N=133)
Data Usage to Support Marketing Activities

8. 8ITSMA Insight-Led Marketing Survey | Abbreviated Summary | October 2016 | SV4600A © 2016 ITSMA. All rights reserved. www.itsma.com
Optum uses an integrated
client listening system to
provide input for offer
development
Symantec’s qualitative VOC
interviews provide valuable
input to drive services
strategy and positioning
Thomson Reuters uncovers
customer experience insights
to strengthen relationships
The study also provides case study
examples and lessons learned from:

9. Methodology
Web-Based Survey
Survey invitations were emailed during August 2016
to ITSMA member and select non-member companies
Marketers at B2B technology and business services
companies completed the survey
17 Qualitative Interviews
• Adobe
• Booz Allen Hamilton
• CDW
• Ciena
• Cisco
• CSC
• Deloitte
• EMC
• Genpact
• Invetech
• Mindtree
• Optum
• PwC
• SAP
• SITA
• Symantec
• Thomson Reuters
133
Source: ITSMA Insight-Led Marketing Survey, September 2016
Job Title
or Level
8%
20%
38%
34%
C-level
VP/Senior VP
Director
Manager
Which of the following best describes your …
49%
44%
7%
Primarily services
(10% or less revenue from products)
Both products and services
Primarily products
(10% or less from services)
Company
20 17
80 83
Company Chief Data Officer
(N=117)
Marketing Chief Data Officer
(N=128)
No
Yes
Does your
company or
marketing
organization
have a “Chief
Data Officer”?
Note: Does not have to be this exact title. We are looking for the role—someone who has oversight for the data strategy
and governance, including collecting, managing, reporting, and using data as an asset to create business value.
9ITSMA Insight-Led Marketing Survey | Abbreviated Summary | October 2016 SV4600A © 2016 ITSMA. All rights reserved. www.itsma.com

10. 10ITSMA Insight-Led Marketing Survey | Abbreviated Summary | October 2016 | SV4600A © 2016 ITSMA. All rights reserved. www.itsma.com
34%
66%
Less than $1B
$1B or more
Respondent demographics
Which of the following best describes your organization’s industry?
Where are you
physically located?
27
24
16
12
11
11 Other
Computer systems and solutions
Software solutions
Telecommunications and network
systems/solutions
Other business services
IT professional services/consulting
64%
23%
11%
2%
North America
Europe
Asia/Pacific
Africa
% of respondents (N=133)
Source: ITSMA Insight-Led Marketing Survey, September 2016
What was your
company's revenue in
your last fiscal year?

11. 11ITSMA Insight-Led Marketing Survey | Abbreviated Summary | October 2016 | SV4600A © 2016 ITSMA. All rights reserved. www.itsma.com
Buy the study
Member: $295
Non-member: $695
Want to learn more?
For more information
Here’s what is included in the full study:
Julie Schwartz
SeniorVice President
Research and Thought Leadership
ITSMA
jschwartz@itsma.com
+1 781 862 8500,x112
Slide
Executive summary 3
Methodology and respondent demographics 27
Detailed findings 35
Insight-led marketing survey crosstabs 61
The report is available for no additional fee to current ITSMA
members that responded to this survey and for sale at member
and non-member prices to all others.
http://www.itsma.com/research/insight-led-marketing-survey/