IT Services Marketing Metrics: A European Perspective

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IT Services Marketing Metrics: A European Perspective

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Research Abstract

Most marketing managers and executives find it easy to buy into the idea of “metrics” within IT services marketing. This concept is especially important in an environment of intense competitive pressure and reluctant buyers, where everyone, including marketing staff, needs to justify their roles and their contribution to the organisation.
In Europe, however, the management culture for metrics remains somewhat fragmented. Even the subsidiaries of major U.S. IT firms appearing to have less well-developed marketing metrics systems in place than their parent companies back home. A clear understanding of what a best-practice marketing metrics system can achieve for marketing is generally missing in Europe, and many managers see the difficulties and challenges of implementing metrics for marketing as a daunting task.
Building on research with leading European technology services organizations, this ITSMA Europe Update reviews current practice of marketing metrics in European IT services organizations and provides a series of best-practice recommendations for future action.