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As marketers face another year of doing more with less, ITSMA is seeing
a careful shifting of resources across competing services marketing priorities.
Most important, services marketers are facing a difficult dilemma. They and
their executive managements understand the importance of strategic marketing
initiatives in a maturing market, yet immediate sales pressures are demanding
a priority focus on tactical demand generation and sales support activities.
This ITSMA briefing outlines that current dilemma, using data from
ITSMA members on services revenue, margins, marketing spending, and priorities
for 2005. The briefing reviews current trends in marketing staff for
services and solutions, and explores the balancing act that many services
marketing organizations are playing as they try to straddle the strategic-tactical
line.
The briefing also explores three types of initiatives that marketers are
taking to improve short-term sales performance while also building a stronger
foundation for longer-term growth: targeted marketing, thought leadership,
and account-based marketing.
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