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.

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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:

Key trends highlighted in the report include:

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:

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.


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