Description:

With endless possibilities but limited budgets, getting the right information at the right time to support business-critical decisions is a daunting task. But there are practical steps that marketers can take to ensure that research initiatives at almost any level contribute more effectively to business results.

In this briefing, Rob Leavitt, ITSMA's director of member advocacy, and Mary Redford, partner at Business Visions, Inc., outline current challenges in managing marketing research for IT services, provide guidelines to increase the effectiveness of marketing research programs, and review best practice examples from IBM, EMC, and EDS.