ITSMA’s annual Services Marketing Budget and Trends Study documents strategic and investment priorities for the top B2B services and technology firms with data from the likes of Adobe, Cisco, DellEMC, EY, IBM, PwC, and many more.
For marketing leaders interested in benchmarking with the best, the study provides essential insight on services and solutions marketing spending, budget allocations, and changing priorities across the full range of marketing objectives, functions, and organizational development.
Interested in participating in the 2018 study? See below and let us know.
Our 2017 study revealed significant differences in investment priorities for marketing teams at higher- and lower-growth organizations, for example, with higher-growth companies much more likely to emphasize leadership roles in critical areas such as data and analytics, marketing operations, and customer success marketing.
Marketing Leadership in Higher- and Lower-Growth Organizations
Our 2018 study builds on key themes and findings from last year’s research with a deeper look at marketing talent, as well as drill-downs in several other fast-changing aspects of B2B marketing, including thought leadership, engagement and advocacy, AI and data analytics, and marketing performance measurement.
As we do every year, we’ll also provide a long-term view of services marketing budget allocations over the years, highlighting trends in size and growth of budgets, the marketing mix, program spending ratios, and more.
ITSMA member companies that participate in the study will receive a full, detailed report in February; participants from non-member companies receive a detailed executive summary.
Along with reports for participating companies, we’ll share highlights along with ITSMA analysis and recommendations in our 2018 State of the Marketing Profession Address on January 23 and 24.
ITSMA's Services Marketing Budget and Trends Study documents strategic and investment priorities for top B2B services and technology firms.