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.

Services Marketing Budgets and Benchmarks: 2010 Budget Allocations and Trends, a PowerPoint-style report, delivers a detailed look at the state of the services marketing profession as it exists in early 2010. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

Key trends highlighted in the report include:

• Given the economic climate, 2009 was a tough year; marketers are more optimistic about 2010
• Marketing budgets, as a percentage of revenue, are at an all time low
• Heading into 2010, less than half expect budget and staff increases
• Marketers in North America are in better shape than the other regions
• Marketing can’t spend another year of trying to do more with less—Marketing needs to change
• We already see evidence of a slow and steady change—some marketing tactics are becoming less important while others, such as thought leadership and social media, are becoming more important
• Although growing in importance, social media is still a small percentage of the marketing
  budget
• Marketing priorities for 2010 are a departure from past priorities; they set the stage for transformation, rather than continued incremental change
• Marketers must:
  • 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

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services marketing budget allocations
  • Corporate vs. field marketing
  • Staff vs. nonstaff
  • Investment by major budget categories
• Marcom budget allocation
  • Online/interactive/digital budget
  • Thought leadership budget
• Market intelligence/market research budget
• Customer satisfaction relationship management budget
• Marketing automation
• Account-Based Marketing (ABM)
• Solutions
• Services growth rates
• Marketing staffing and operations
• Gross margin trends
• Marketing priorities

Companies included in the study:

Alcatel-Lucent, Atos Origin, Avanade, Avaya, CA, Capgemini—NA, CGI, CompuCom Systems, CSC, Fujitsu, General Dynamics Information Technology, HCL Technologies, Hitachi Consulting, HP, Infosys Technologies, Juniper Networks, Inc., Logica UK, Mahindra Satyam, Microsoft, NCR, NetApp, NSN, Open Text, Oracle, PA Consulting Group, Patni Computers, Pitney Bowes Management Services, Polycom, Rockwell Automation, SAP, SBS Group, Steria Limited, Tata Consultancy Services, The TriZetto Group, and Xerox Corporation.

Study Methodology

In December 2009 and January 2010, ITSMA used a Web-based survey to gather data from its members about services marketing budgets, services growth and margins, and top marketing priorities. ITSMA received 37 responses from 35 unique companies and analyzed the collected
data in four ways:

• The data set as a whole
• Company type—primarily services or product and services
• Company size—less than $1 billion or more than $1 billion in annual services revenue
• Geography—India-based or non-India-based

Respondent Demographics

Report Pricing

Participants: This report is available free to companies that provided detailed data in the study.

If your company is on the above list, please send us an email (using your company email) and request your free report. Orders will be processed the next business day.

Essential Participants: The full report is available at a discounted price to the following companies that provided only the Essential data in the study.

If your company is on this list you are entitled to receive the full report at a discounted price
of $295. To order, click the button below, select “Non-member Price” on the order form (even if you are a member). Please use your company email address when you fill out the form.

For non-participating companies, this report is available for sale at member and nonmember prices. To order, click the button below.

• See if your company is an ITSMA member
• Download the datasheet (including order form) PDF (379 KB)
• Email ITSMA for more information
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