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Description:
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With budgets
tight, services marketers need industry benchmarks to help prepare and
justify spending totals and allocations. This PowerPoint-style report
provides detailed data on 2003 services marketing budgets, budget allocations,
and trends globally and in the United States. The data come from ITSMA's
annual key metrics survey conducted in January 2003.
The presentation highlights five critical issues:
- Services marketing budgets as a percentage of services revenue
- Recent changes in budget allocations for total spending and spending
on marketing communications
- Differences in services marketing spending priorities between mixed
product and services firms versus pure services firms
- Services growth rates and margin trends
- Top services marketing challenges
Key findings include the following:
- Despite perceived pressures, services margins are holding their
own
- Services marketing budgets are holding steady as a percentage of
services revenue
- Services marketing budget allocations have shifted toward communications
- Pure services firms spend their marketing dollars quite differently
than do services marketers at mixed product and services firms
Survey data is based on the responses of 30 companies from across
the IT industry, including about half pure IT services firms and more
than one third firms with greater than $500 million in services revenue.
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Check
here to see if your company participated
