ITSMA’s latest study of services marketing budgets and priorities shows that high-growth companies include ABM as a top priority far more often than lower growth companies. More generally, though, companies are increasing investments in ABM across the board. Those companies with ABM programs already underway are now spending 17% of their services and solutions marketing budgets on ABM.
At the risk of a political analogy, the state of the services marketing profession is generally good as we settle into 2017 but divisions are clear. ITSMA’s 2017 State of the Profession Address highlights growing budgets and scope for services marketers as well as the “great divide” between leaders and laggards.
Budgets are on the rise for B2B services marketing in 2017 with companies reporting an average increase of 4.4% this year, according to ITSMA’s latest Marketing Budget and Trends study. The average increases mask important differences across organizations, however.