REPORTS ARCHIVE
2005 IT MARKETING TRENDS SURVEY RESULTS 
December 2004. Nearly two-thirds of technology companies plan to spend more on lead generation initiatives in 2005 than in 2004, and more than three-quarters of agencies say their clients will do the same. According to 371 technology companies and agencies surveyed by Bitpipe, Inc. and Sam Whitmore's Media Survey (SWMS), 49% of tech marketing budgets will be allocated for advertising and online sales lead generation in 2005. While 66% of the firms polled believe the priority assigned to sales lead generation will increase in 2005, only half as many—33%—projected an increase for 2004.
SOFTWARE DRAIN OR BUSINESS GAIN: ASSESSING APPLICATION VALUE, RELEVANCE AND COST TO YOUR COMPANY
November 2004. This report is a new BPM Forum Thought Leadership Initiative that looks at the state of software deployment and return on investment in today’s enterprise. The study measures executive satisfaction with the value of software in their organizations and examines what companies are doing to ensure that applications are satisfactorily aligned with business strategies and relevant to current needs. Study results indicate that companies are highly challenged to keep their software infrastructures aligned with current business strategies and needs. However, this isn’t only a problem of companies finding it difficult to build the right software when they need it; it’s also a problem of not being able to get rid of it when the time comes.
GAUGING THE COST OF WHAT'S LOST: IMPROVE THE RETURN ON THE RESOURCE BURN
November 2004. Improve the Return on Resource Burn is a new thought leadership initiative that studies business performance in one of the most critical areas of endeavor for the modern commercial enterprise, business demand acquisition. Creating and managing the new business pipeline – the process of generating, capturing, qualifying and converting
business opportunities – is essential to the growth and profitability of companies across every industry and geographic market. As this study shows, business demand acquisition is a mission-critical process in which companies invest heavily, but generally are dissatisfied with the results. Put positively, it is a business process ripe for performance improvement.
BUSINESSWEEK SPECIAL REPORT: CULT BRAND
August 2004. The BusinessWeek/Interbrand annual ranking of the world's most valuable brands shows the power of passionate consumers.
MAKING MARKETING MESSAGING MEANINGFUL (MMG REPORT)
July 2004. A survey of the nation's leading technology Chief Marketing Officers revealed that messaging is seen as both an increasingly strategic discipline as well as a largely untapped opportunity to build brand equity, establish competitive differentiation, and enhance sales effectiveness.
CMO IDC EXECUTIVE BRIEF: TECH MARKETERS: USE THE MARKETING MIX TO BUILD AWARENESS PLUS DEMAND
February 2004. Adapted from Marketing Budget Planner 2004: Program and Staffing Benchmarks by Richard Vancil.
DIGITAL MARKETING DIALOG REPORT
December 2003. A North American online survey conducted in Q4 of 2003 which received responses from over 400 top marketing decision-makers regarding the impact, influence, role, value and uptake of digital marketing technologies and programs across all industry sectors. Some of the key results showed that nearly two-thirds of marketers saw digital marketing as having a high level of strategic importance within the organization. In addition, significant spending increases are expected, with three-quarters of respondents planning to increase their digital marketing budgets in 2004. Respondents also gave themselves digital marketing grades and identified companies doing the best at digital marketing.
2004 IT MARKETING TRENDS
December 2003. This study compares and contrasts technology marketing spending results from November 2003 with the first wave study
conducted in 2002.
THE INFORMATION TECHNOLOGY NEEDS FOR THE NORTH AMERICAN BUSINESS
October 2003. A new study of nearly 1,000 North American IT decision makers released exclusively to CMO Council members shows the recent recession has had a dramatic impact on the shape of today’s IT market. Downsizing, reorganizations, and/or acquisitions and mergers have restructured the IT market and will force marketers to target a smaller group of influencers who now are being asked to make more decisions within greater financial restraints.
UTILITY COMPUTING: A HARD SELL
July 2003. Using a survey sample of just under 100 respondents, it highlights the gap that exists between executive users and IT vendors as to the level of familiarity, expected timing, key motivators and inhibitors driving the deployment of this new IT delivery model.
THINKING OUT OF THE WHITE BOX SURVEY REPORT
March 2003. The study provides a look at the new technologies and customer hot buttons that are driving the market for computers and systems delivered by system builders, or so-called "white box" providers. This channel, which sells nearly a third of PCs in U.S. and 58 percent worldwide, shows its marketing muscle and optimism through insights revealed in a compelling new survey.
MARKETING UNDER SIEGE 2002 REPORT
February 2003. Provides direct insights into the current health of high-tech marketing and provides a prognosis for 2003. The study is a must read for CMOs who have to demonstrate a direct impact on revenues while also effectively communicating with internal audiences.
BENCHMARK REPORT: THE STATE OF MARKETING SYNCHRONIZATION - 7 KEY FINDINGS
February 2003. This paper is the first in an ongoing study designed to reveal key insights and best practices in marketing synchronization. Initial results divulge seven key findings, gained through interviews with a wide cross-section of marketing professionals. The data gathered provides some encouraging results and trends in the marketing function, along with highlighting some key areas of concern that are inhibiting true synchronization. This paper also reveals that there may be significant differences in marketing synchronization between small companies (those with fewer than 50 employees) and medium - large companies (those with 50 or more employees).
2003 GLOBAL BRANDING STUDY
February 2003. The second wave of a worldwide study on strategic branding practices within high-technology firms compares and contrasts findings with the benchmark study conducted in 1998.
MARKETING EXPENDITURE TRENDS
December 2003. This study explores actual and planned expenditure on marketing by large and mid-sized businesses in the top five global markets: USA, Japan, Germany, UK, France. Taken together, these five countries account for almost two-thirds of the world market for marketing and communication services. The results are based on a survey of over 700 companies. They cover actual and planned expenditure for the three years 2001-2003.
UNDERSTANDING CHANNELS
July 2002. Written for both channel players and vendors to understand what to look for when considering entering into a partnership relationship. This study explores different types of channels and how they function within the sales and service marketplace.
BRUISED AND BATTERED BRAND REPORT
December 2001. The study–The Bruised & Battered Brands Poll 2001–provides a compelling view of how high-technology marketing executives perceive the damage to technology brands, as well as what they think must be done to recover from one of the worst years on record.
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