Few can argue that 2009 has been a tough year. Budgets are tight and the “do more with less” statement, although trite, is unfortunately ringing true. But challenge isn’t all bad. Adversity also brings new optimism, enthusiasm, and innovation that changes, and even disrupts, the marketing and business landscape in a constructive way.

Key Findings

• Marketers have a split view on the timing of the recovery; half believe that we have already turned the corner
• However, the majority report that their marketing budgets remain constrained
• Looking forward, 42% of marketers see the size of their budget increasing and 33% see their staff increasing
• Offering management, sales enablement, and alliances will see the greatest budget increases; the decline in market intelligence is concerning
• Topping the list of marcom spending increases are: Social media, thought leadership, Web 1.0, and events
• Since our last survey in January, marketers have added partnering, developing new offerings, and marketing measurement as top actions in response to the downturn
• ITSMA’s marketing mandates in the recovery include:
  • Increase sales productivity
  • Improve epiphany marketing
  • Accelerate social media adoption
  • Revitalize market intelligence and insight
  • Commit to measurement and analytics

Study Methodology

• Online Web-based survey
• Survey invitations were emailed during October 2009 to ITSMA member and select non-member companies
• 50 representatives from 41 companies responded
  • Number of companies invited to participate: 95
  • Number of companies responded: 41
  • Response rate: 43%
• ITSMA analyzed the data by:
  • Company type (sells products and services or primarily services)
  • Annual services revenue (<$1B or $1B+)

This report is available for sale at member and nonmember prices.

• See if your company is an ITSMA member
• Email ITSMA for more information