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Description:
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After two years on the hot seat, IT and networking services marketers
are defining a new set of fundamentals for success in a slow growth economy.
For many marketers, 2002 was a year of adjusting to smaller budgets and
rebalancing priorities as the downturn continued. As marketers realign
their organizations for a slow-growth future, they are focusing on the
most effective ways to succeed in a world of continued buyer skepticism,
intense competition, and increasing commoditization of services.
In this presentation, ITSMA's Julie Schwartz, vice president of research,
and Rob Leavitt, senior director of marketing and member advocacy, survey
prospects for growth in 2003, review key trends in services marketing,
and provide an overview of "marketing's new fundamentals." The
presentation includes new ITSMA survey data on marketing budgets and performance,
and highlights such critical marketing issues as:
- Moving from products and services to solutions
- Building brand differentiation
- Improving marketing and sales collaboration
- Streamlining marketing with partners
- Increasing customer satisfaction and loyalty
- Strengthening marketing accountability
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