As marketing takes a more prominent role in tech companies, CMOs must escalate their operations to meet new requirements.
Increase financial accountability: Inform your 2020 budget with benchmark data. The goal is not to copy – every company is unique. But be curious about where you make different decisions. Initiate discussions on short-term improvements and longer-term transformations that will be needed for scale, for new markets, or customer experience improvements.
Invest in the next phase of MarTech: Which is more important – culture? technology? The answer is an “AND” not an “OR”. Regardless of how much MarTech you have, the maturity bar keeps rising. Technology will be needed to registered nurse database manage privacy and consent, for personalization, to collaborate, and to manage new channels such as conversational interfaces and augmented reality.
Consider an agile approach: Within a complex context like marketing, success is substantially boosted by using methods that stress speed and responsiveness. Reduce dependency on top-down, waterfall planning and processes in favor of those that increase flexibility without sacrificing quality.
The executive summary of the IDC Tech Marketing 2019 Benchmark survey is available to all IDC clients. For information about obtaining the full survey report or a custom analysis comparing your company to a group of your peers, please contact your IDC account manager or Warren Lane [email protected].
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