The technology rebound has been predicted for three years. As of early 2004, it finally is beginning to seem real. But marketing technology services and solutions isn’t getting any easier. Buyers remain skeptical and cautious, have more choices than ever, and are demanding the greatest possible value for the lowest possible price.

Succeeding in the new environment will require more sophisticated strategies, more creative and targeted campaigns, more effective initiatives to boost sales productivity, and continuous measurement and improvement of marketing performance.

This ITSMA briefing reviews the most important trends in services marketing and provides recommendations for marketing and sales success in the year ahead. The briefing explores the new buyer reality; discusses key trends such as organizational change, brand differentiation, and the transition to solutions; and outlines six specific priorities for 2004:

• Aligning marketing and strategy
• Developing and managing the right portfolio
• Generating targeted demand
• Strengthening sales force impact
• Improving the customer experience
• Increasing efficiency and effectiveness