Description:

Although the economy is definitely losing air, there is good news for marketers. The optimism from 2007 is carrying over to 2008 with predictions of increasing budgets, services revenue, and staff.

In addition, after a few lean years, marketing’s stature and acceptance within the organization have improved. Marketing has expanded roles and responsibilities, and the perception of marketing’s contribution to the business is enhanced. Mirroring that improved perception, marketers are focusing on initiatives that have a direct and measureable business impact, such as enabling the sales force, generating demand, and improving customer satisfaction and loyalty.

ITSMA’s 2008 Budget Allocations and Trends Survey reveals that marketers continue to focus on activities that impact the business in a meaningful way. By measuring and proving the impact of these activities, marketers are able to better allocate resources and gain executive support.

This Update highlights results of the 46 responses from 44 unique companies that provided data and insights for this year’s study.

Key Takeaways:

• Marketers are predicting robust revenue growth, bigger marketing budgets, and increased headcount in 2008.
• Marketing’s priorities are changing; 2008 initiatives have more direct, measurable business impact.
• As they look to increase business impact, marketers are funneling more resources into sales enablement.
• The marcom emphasis is on highly targeted campaigns using face-to-face events, digital media, and thought leadership.
• Search engine marketing is poised for growth, however, the most effective marketers are also expanding their use of new social media.
• Account-Based Marketing continues to gain momentum.

Download a PDF of this Update for free