2012 Services Marketing Budget Allocations and Trends

Author:	Julie Schwartz
Published:	February 21, 2012
Ref. Number:	B023
Pages:	196 slides

In 2012, marketers face an unprecedented degree of complexity. With the rise of the B2B social buyer, marketers now have to reach two distinct audiences: the social buyer and the traditional buyer. We are starting to see marketers make the changes required to keep up with marketing complexity and changing buyers, such as rebalancing the marketing budget, updating the marketing organization and skills, developing thought leadership content that drives business, enabling sales, and learning to love the data explosion.

Download an Abbreviated Summary

Overview

2012 Services Marketing Budget Allocations and Trends, a PowerPoint-style report, delivers a detailed look at the state of the services marketing profession as it exists in early 2012. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services growth rates
• Services marketing budget allocations
• Services marketing staff growth rates
• Services marketing staff allocations
• Marketing mix budget allocations
• Digital marketing budget allocations
• Marketing operations and automation
• Relationship management budget allocations
• Sales enablement budget allocations
• Marketing priorities

Key trends highlighted in the report include:

• ITSMA members are projecting double-digit services revenue growth
• Although many have seen budgets bounce back, marketers are still being asked to stretch their funds; marketers will need to shift funds from some budget categories to others
• Services marketing budgets, after reaching an all-time low as a percentage of revenue in 2010, have returned to historical levels: between 1% and 2% of revenue
• Marketers are increasing their content development and brand/communications budgets to support thought leadership marketing
• The digital marketing budget continues to grow, but is still dwarfed by the offline communications budget
• Although the corporate website gets the largest share of the digital marketing budget, it is shifting towards social media and mobile marketing
• To master marketing complexity, marketers need to:
  • Re-examine marketing spending allocation
  • Update the marketing organization and skills

Study Methodology

In December 2011 and January 2012, ITSMA used a Web-based survey to gather data from its members about services marketing budgets, services growth, and top marketing priorities. ITSMA received 42 responses from 40 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 $1 billion or more than $1 billion in annual services revenue

Respondent Demographics

Industry Professional services firm—45% Software solutions provider—19% Computer systems and solutions provider—12% Network systems and solution provider—12% Other—12%

Company Size Less than $100M in services revenue—14% $100–249M in services revenue—5% $250–499M in services revenue—10% $500–999.9M in services revenue—5% $1–5B in services revenue—36% Greater than $5B in services revenue—31%

Type of Company Sells both products and services —52% Primarily sells services —48%

Table of Contents for 2012 Services Marketing Budget Allocations and Trends

	Slide
Survey Highlights	3
Survey Methodology and Demographics	22
Size of the Marketing Budget	45
Services Revenue Growth	59
Marketing Staffing	63
Services Marketing Budget Allocation	86
The Marketing Mix	110
Marketing Operations and Automation	134
Relationship Management	149
Sales Enablement	156
Marketing Priorities	178
Appendix: Definitions Used in This Report	193

---

Participating Companies

This report is available free of charge to current ITSMA members that responded to this survey.
Companies that responded but are not members of ITSMA will receive an Executive Summary.

Alcatel-Lucent Avanade Black & Veatch BT Global Services CA Technologies Cerium Networks CGI Cisco Systems Convey Compliance Systems CSC Deloitte EMC Event 360

Fujitsu UK and Ireland Geehan Group Hewlett-Packard IBM iGATE Patni Infotech Enterprises Juniper Networks KPMG Lenovo Logica Microsoft NCR Northrop Grumman Oracle

Philips Healthcare PTC SAP SBS Group Schneider Electric Siemens Enterprise Communications SITA Symantec Talent Partners Tata Consultancy Services Unisys Corporation Wipro Xerox Corporation

If your company is on the above list, please send us an email (using your company email) and request your copy. Orders will be processed the next business day.

For non-participating companies, this report is available for sale at member and nonmember prices. To order, click the button below.

• See if your company is an ITSMA member
• Download the datasheet (including order form) PDF (310 KB)
• Download an Abbreviated Summary
• Email ITSMA for more information
• 

---

HOME  |  Insight  |  Research  |  Consulting  |  Training  |  Events  |  Members  |  About Us  |  Site Map   |  Site Search

Phone: 1-888-ITSMA92 (Outside the U.S. +1-781-862-8500)

Feedback  |  Privacy Policy  |  © 2013 Copyright ITSMA. All Rights Reserved.