Overview

Services Marketing Budgets and Benchmarks: 2011 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 2011. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

In 2011, marketers face a new buyer paradox that is challenging them to improve relevancy in the early stages of the buying process, and build more client intimacy at the back end. Marketers have an opportunity to create a virtuous cycle of epiphanies for existing clients—and break through to become trusted advisors. With marketing budgets projected to grow, marketers can increase focus on relevancy and intimacy while also maintaining investments in lead generation and management. Although generating demand and enabling sales still top the list of marketing priorities, we are starting to see a shift in priorities to also encompass client intimacy.

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services growth rates
• Services marketing budget allocations
• Services marketing staff growth rates
• Services marketing staff allocations
• Marketing mix budget allocations
• Interactive/online/digital marketing budget allocations
• Marketing operations and automation
• Marketing priorities

Key trends highlighted in the report include:

• ITSMA members are projecting double-digit services revenue growth
• Services marketing budgets, after reaching an all time low as a percentage of revenue, are returning to historical levels: between 1% and 2% of revenue
• Half the survey respondents also anticipate marketing staff increases
• Although growing in importance, social media is still a small percentage of the marketing budget
• Marketers are investing in online and social media marketing, which are critical to improving relevancy
• Despite client desire for greater intimacy, marketers are spending less aggressively on programs at the later stages of the buying process
• To achieve better buyer relevancy and client intimacy, marketers need to re-examine marketing spending allocation and invest in talent and systems to support an expanded marketing focus

Companies included in the study:

Alcatel-Lucent, Atos Origin, Avanade, Inc., Avaya, Aviat Networks, Black & Veatch, BT, CA Technologies, Capco, Capgemini, CGI, Cisco, Cognizant, CompuCom, CSC, EMC, Event 360, Fujitsu, Geehan Group, Hewlett-Packard, IBM Global Business Services, Infosys Technologies, Infotech, KPIT Cummins Infosystems Ltd., KPMG, Lenovo, Microsoft Corporation, Nokia Siemens Networks, Northrop Grumman, Oracle, Patni, Philips Healthcare, Rimini Street, Inc., SAP, SBS Group, Siemens Enterprise Communications, SITA, Steria, Symantec, Talent Partners, Tata Consultancy Services, The TriZetto Group, Wipro Technologies, Wood Mackenzie, and Xerox.

Study Methodology

In December 2010 and January 2011, 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 46 responses from 45 unique companies and analyzed the collected data in three 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

Respondent Demographics

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

If your company is on this list you are entitled to receive the report for free, please send us an email (using your company email) and request your free report. Orders will be processed the next business day.

For non-participating companies, this report is available for sale at member and nonmember prices. To order, click the “Buy” button at the top of this page.

• See if your company is an ITSMA member
• Download the datasheet (including order form) PDF (272 KB)
• Email ITSMA for more information