ITSMA members are beginning to feel the effects of the financial markets crisis. Although pipelines remain strong in the 4th calendar quarter, companies are issuing cautions regarding 2009. There is little-to-no visibility for 2009 customer demand. In response, marketers are changing their strategies and tactics.

Key Takeaways

• In response to the economic downturn, most ITSMA members are operating under some (rather than significant) budgetary constraints
• Marketers tend to fall into one of two camps:
  • Optimists: Believe the downturn will last between 7–12 months
  • Pragmatists: Believe the downturn will last 19–24 months
• 42% of marketers will be employing more marketing outsourcing and offshoring to reduce fixed expenses and labor costs
• Marketers are shifting, refocusing and prioritizing activities
• They are also being opportunistic
• And they are cutting back in the expected places

Study Methodology

• Online Web-based survey
• Survey invitations were emailed during October 2008 to ITSMA member and select non-member companies
• 48 representatives from 41 companies responded
  • Number of companies invited to participate: 127
  • Number of companies responded: 41
  • Response rate: 32%
• ITSMA analyzed the data by:
  • Company type (sells products and services or primarily services)
  • Annual services revenue (<$1B or $1B+)

Respondent Demographics

Industry

• Sell both products and services (60%)
• Sell primarily services (40%)

Size

• Less than $500M (23%)
• $500–999M (10%)
• $1–5B (40%)
• More than $5B (27%)

This report is available free to companies that provided detailed data in the study.
Agilent Technologies Alcatel-Lucent CA Capgemini CGI Cisco Systems Cognizant Deloitte Diebold EDS, an HP Company Ericsson Freeborders Fujitsu Services GE Healthcare HERMES SoftLab Hexaware Technologies Hitachi Consulting HP IBM Infosys Technologies Limited Juniper Networks KPMG LLP Logica Microsoft NCR NetApp Nokia Siemens Networks Oracle Orange Business Services Pitney Bowes Polycom SAP SBS Group Siemens Enterprise Communications SunGard Higher Education Tata Consultancy Services Tiger Lily Unisys UTStarcom VeriSign Xerox Global Services
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