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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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Abbreviated Summary | E012710AS
ITSMA Web Briefing | January 26 & 27, 2010
ITSMA’s 2010 State of the Marketing Profession AddressAbbreviated Summary
Dave Munn
President & CEO
ITSMA
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 2ITSMA’s 2010 State of the Profession Address
2010 will bethe year of Marketing Transformation
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 3ITSMA’s 2010 State of the Profession Address
Marketing can’t spend another year of trying to do more with less —
its impact on
the business
will suffer
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 4ITSMA’s 2010 State of the Profession Address
Marketing has to change
New systems,
processes, and ways
of thinking
New organizational
structures and models
New roles and skills
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 5ITSMA’s 2010 State of the Profession Address
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 © 2010 ITSMA. All Rights Reserved. 6ITSMA’s 2010 State of the Profession Address
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 © 2010 ITSMA. All Rights Reserved. 7ITSMA’s 2010 State of the Profession Address
These marketing tactics are becoming Moreimportant to the marketing strategy
Thought leadership
development
References and testimonials
Senior level relationship
management programs,
customer advisory boards,
councils
Online video
Public online social networks
(e.g., LinkedIn, Facebook)
ROI tools/Price justification
tools
Invitation-only online
communities hosted or
sponsored by your company
Corporate Website
Internal collaboration through
social media and/or Intranet
Blogs
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 © 2010 ITSMA. All Rights Reserved. 8ITSMA’s 2010 State of the Profession Address
These marketing tactics are becoming Lessimportant 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 © 2010 ITSMA. All Rights Reserved. 9ITSMA’s 2010 State of the Profession Address
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
Organizational
Structures and
Models
New
Roles
and Skills
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 10ITSMA’s 2010 State of the Profession Address
Marketing needs to become a content creation engine
Marketing
planning/
strategy/
intelligence
Thought
leadership
platform
Cu
st
om
er
Business
strategy
Integrated
Marketing
Campaigns
Relationship
programs
Digital/social
media
Events
Influencer
relations
PR
Sales
Business
Partners
Content
Engine
Measure, Analyze, and Report
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 11ITSMA’s 2010 State of the Profession Address
Thought
Leadership
Content
Creation
and Delivery
Internal Knowledge Sessions
Primary and Secondary
Research and Refinement
Internal Subject Matter Expert Feedback and
Refinement
Client Projects and
Presentations
Customer Events/
Councils
The most successful content creators draw on extended networks
Academics
Consultancies
Research Consortia
Analysts
Third-Party Events
& Associations
External
Alliances
Source: ITSMA, How to Create a Thought Leadership Network, September 22, 2009, TB041
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 12ITSMA’s 2010 State of the Profession Address
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 © 2010 ITSMA. All Rights Reserved. 13ITSMA’s 2010 State of the Profession Address
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 © 2010 ITSMA. All Rights Reserved. 14ITSMA’s 2010 State of the Profession Address
Marketers need to measure, analyze, and predict
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 Analytics
Marketing Metrics
Descriptive performance measures
e.g., Sales accepted leads, Sales Pipeline Contribution %,
revenue and profit increase, win/loss %, etc.
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 15ITSMA’s 2010 State of the Profession Address
Closing thoughts
The solution?– Enabling sales by using
content and integrated
campaigns to generate leads
and move them through the
funnel
– Tracking, measuring, and
reporting results
• Marketing’s contribution to the
pipeline
• Sales cost per order dollar
(CPOD)
How?– Create a content generation
engine
– Integrate sales and marketing
via the marriage of CRM and
marketing automation
– Invest in marketing analytics to
predict and improve results
Marketing’s Transformation Relies on
Demonstrating Marketing’s Impact
Abbreviated Summary | E012710AS © 2010 ITSMA. All Rights Reserved. 16ITSMA’s 2010 State of the Profession Address
For more information, contact: Julie SchwartzSenior Vice President
Thought Leadership and Research
ITSMA
+1-781-862-8500, Ext. 112
