2016 Services Marketing Budget Allocations and Trends Study

$1995.00
  • Author(s) Julie Schwartz
  • Published January 29, 2016
  • 196 Pages
  • Category Content & Communications, Engagement & Advocacy, Marketing Operations, Sales & Field Enablement, Strategy & Planning
  • Type Benchmarking
  • 196 Pages
  • .PDF Format

ITSMA’s latest annual budget and trends study documents the continuing transformation of marketing across the world’s leading B2B technology and services firms.

Modest growth in overall budgets and staffing conceal more dramatic changes below the surface. Even with near-flat budgets, the scope of marketing responsibilities is growing, digital first is finally becoming a reality, aggressive recruitment for new skills is pervasive, and top performers are putting customer insight, data analytics, and marketing performance measurement at the top of their lists.

From an investment perspective, services marketing budgets will grow slightly in 2016, to about 1.5% of total services revenue. The increases will lag expected growth in services revenue, however, putting yet more pressure on marketers to expand scope and performance with only minimally additional resources.

Specific areas of increased investment include staffing, content development, digital, Account Based Marketing, and analytics.

One clear sign of alarm: Amid expanding scope and the search for new marketing skills, companies are allocating a mere three days to staff training and development.

More broadly, marketing leaders seem committed to increasing organizational agility—adopting the principals of agile to programs and planning—but few believe they have yet achieved this to any meaningful degree.

In all, this year’s survey points to seven key areas of focus for marketing leaders in 2016:

  • Continue to prioritize the development of new roles, skills, and talent
  • Continue to invest in and optimize the digital marketing infrastructure
  • Accelerate the development of agile processes
  • Expand investment in deep customer insight
  • Continue to expand the focus on Account Based Marketing precision
  • Increase the emphasis on sales and SME enablement
  • Accelerate the focus on data-driven decision making

Overview

Services Marketing Budgets and Benchmarks: 2016 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 2016. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and professional services industries.

Topics covered in the report include:

  • Size of the Marketing Budget
  • Marketing Staffing
  • Services Marketing Budget Allocation
  • Marketing Programs and Campaigns
  • Online/Digital Marketing Spending
  • Account Based Marketing Budget and Spending Plans
  • Marketing Tools Budget Allocation
  • Marketing Priorities and Challenges
  • Marketing Organization Perception and Scope

Study Methodology

ITSMA gathered detailed data on services marketing budgets, trends, and priorities from a cross-section of large B2B technology and IT services firms with an invitation-only, Web-based survey form during December 2015 and January 2016. Survey respondents were 42 senior marketing and services marketing leaders at 41 mostly global firms, roughly half product-based and half professional service firms, with more than 70% of the respondents from $1 billion+ companies.

The report includes data analyzed four ways:

  • The data set as a whole
  • By company performance
  • By company size
  • By company type

Respondent Demographics

Industry (N=42) %
Professional services firm (consulting, outsourcing, systems integration, managed services) 36
Computer systems and solutions provider 21
Software solutions provider 14
Network systems and solutions provider 12
Telecommunications services provider 5
Other hardware systems and solutions (office equipment, storage solutions) 5
Other 7
Company Size (N=42)  
Less than $100M in services revenue 7
$100–249M in services revenue 5
$250–499M in services revenue 7
$500–999M in services revenue 10
$1–5B in services revenue 26
Greater than $5B in services revenue 45
Type of Company (N=42)  
We sell both products and services 55
We primarily sell services (10% or less revenue from products) 45

 

Table of Contents for 2016 Services Marketing Budget Allocations and Trends

  Slide
Executive Summary 3
Survey Methodology and Demographics 21
Size of the Marketing Budget 31
Marketing Staffing 39
Services Marketing Budget Allocation 47
Marketing Programs and Campaigns Budget Allocation 50
Online/Digital Marketing Budget Allocation 55
Account Based Marketing Budget and Spending Plans 58
Marketing Tools Budget Allocation 61
Marketing Priorities and Challenges 64
Marketing Organization Perception and Scope 69
Crosstabs  
     By Performance 75
     By Size of Company 113
     By Type of Company 152
Appendix: ITSMA Budget Taxonomy and Definitions Used in This Report 191

 

Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study.
Non-member companies that participated in the study are eligible to receive an executive summary.

  • Adobe
  • Alcatel-Lucent
  • Avaya
  • Black & Veatch
  • Booz Allen Hamilton
  • BT
  • Capgemini
  • CDW
  • Ciena
  • Cisco
  • Compucom
  • CSC
  • Dell Services
  • DST
  • EMC
  • Extreme Networks
  • Fujitsu
  • Genpact
  • HCL
  • Hewlett Packard Enterprise
  • IBM
  • Infosys
  • Invetech
  • Konica Minolta
  • KPMG LLP
  • Lenovo
  • Microsoft
  • Minacs
  • NetApp
  • Neudesic
  • NTT DATA
  • Optum
  • Oracle
  • PTC
  • PwC
  • Rimini Street
  • SBS Group
  • SITA
  • Symantec
  • Verizon Enterprise Solutions
  • VMware

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

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

For non-participating companies, this report is available for sale at member and non-member prices.

 

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
$1995.00
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