|Published:||February 21, 2012|
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.
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:
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:
||Type of Company
Table of Contents for 2012 Services Marketing Budget Allocations and Trends
|Survey Methodology and Demographics||
|Size of the Marketing Budget||
|Services Revenue Growth||
|Services Marketing Budget Allocation||
|The Marketing Mix||
|Marketing Operations and Automation||
|Appendix: Definitions Used in This Report||
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.
Black & Veatch
BT Global Services
Convey Compliance Systems
|Fujitsu UK and Ireland
Siemens Enterprise Communications
Tata Consultancy Services
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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