Description:

2007 is shaping up to be a good year for marketers at IT, telecom, and professional services firms. Marketing budgets are on the rise, the job market continues to heat up, and services marketers are devoting more of their budgets to strategy and market planning.

Services Marketing Budgets and Benchmarks: 2007 Budget Allocations and Trends delivers a detailed look at the state of the services marketing profession as it exists in early 2007. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

Key trends highlighted in the report include:

• Respondents predict robust services revenue growth in 2007
• Services gross margins are improving
• Marketing budgets are stable or growing
• Marketing staffs are increasing in size
• Marketers are shifting their budget spending to reflect their new priorities including:
• Strategy and market planning
• Services and solutions offering management
• Sales/channel support
• Customer satisfaction and loyalty management
• Marketing communications budgets are shifting into:
• Interactive, online, and digital marketing
• Direct/database marketing

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services marketing budget allocations
• Corporate vs. field marketing
• Personnel vs. nonpersonnel
• Demand generation vs. awareness marketing
• Investment by category
• Marcom budget allocation
• Services revenue and profitability
• Services growth rates
• Services marketing staffing
• Solutions marketing
• Gross margin trends
• Top services marketing objectives

Companies included in the study:

Akamai Technologies, Alcatel-Lucent, ANSYS Inc., AT&T, Avaya Inc., BEA Systems, BearingPoint, Brocade Communications, Capgemini, CGI Group, Cisco, CPM, CSC, Dell, Diebold, Eaton | Powerware, EDS, Foliage, Fujitsu Services, Gelco Information Network, HCL Technologies, Hitachi Consulting, Hyperion Solutions, IBM, Juniper Networks, Inc., Microsoft, Nortel, Northrop Grumman, Oracle, Orange Business Services, PA Consulting, Perot Systems, Pitney Bowes, Polycom, Steria, Symbol, TeleTech, Unisys Corp., VEGA Group PLC, Vertex Inc., Wood Mackenzie, and Xerox Corporation

Study Methodology

In December 2006, ITSMA used a Web-based survey to gather data from its members about services marketing budgets, services growth and margins, and top marketing challenges. ITSMA received 45 responses from 42 unique companies and analyzed the collected data in three ways:

• The data set as a whole
• Company type—primarily services or product and services
• Company size—less than $500 million or more than $500 million in annual services revenue

Respondent Demographics

This report is available free to companies that provided detailed data in the study.
Alcatel-Lucent BearingPoint Capgemini CPM CSC Dell Eaton | Powerware EDS Fujitsu Services Gelco Information Network Hitachi Consulting Hyperion Solutions IBM Juniper Networks, Inc. Microsoft Orange Business Services PA Consulting Pitney Bowes Polycom Steria Symbol TeleTech VEGA Group PLC Vertex Inc Wood Mackenzie Xerox Corporation
If your company is on this list, select "Member Price" on the order form, and then select option "C" for payment at the bottom of the form. Write "Participating Company" in the text box.
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