ITSMA Featured Research: Will the Cycle Begin Again?

This is the reality that we live with as marketers now: lean staffs and lean budgets that may not return to their 20 th-century levels any time soon—if ever—because the cycles of services revenues have flattened.

The recovery for marketing budgets will likely trail the services revenue recovery, if the past is any indication. Our most recent downward revenue cycle began in 2007. In 2008, ITSMA members reported services revenue growth of 15%. Respondents expected that decline to continue in 2009, anticipating 10% services revenue growth.

Meanwhile, 57% of respondents predicted an average decrease of 19.4% in their services marketing budgets; only 14% predicted an increase in budgets; and 29% predicted that their budgets would stay the same.

For 2010, will marketing budgets and revenue growth rebound? To find out what our members are predicting, tune into ITSMA’s State of the Profession Address on January 26, when Dave Munn and Julie Schwartz will share data from ITSMA’s 2010 Marketing Budgets & Trends Survey. Click here to register. Ask your ITSMA member sponsor if your company has completed the survey yet. If your company participates, you will receive the full report for free!

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ITSMA specializes in helping companies market and sell services and solutions more effectively. We work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA annual program clients include business leaders such as AT&T, Cisco, Deloitte, EMC, Fujitsu, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing℠, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.