mommyjenlin

Here at IDC's CMO Advisory Service we are in the field with our 11th annual Tech Marketing Benchmarks Study. I would like to offer an invitation to participate to marketing executives across the industry.  Have you ever wondered,  "Is my marketing organization receiving enough budget to compete?" or " Exactly how much  should I be spending on marketing automation?" If so, IDC's CMO Advisory Service's benchmark survey has been helping senior marketers answer questions like these for over 10 years! Below are the essential "need to knows" around our survey and further down I'll dive into all the great value of benchmarking your marketing organization. Let's get started: What are the benefits? Complimentary copy of our 2014 Marketing Investment Planner  to benchmark your company's marketing data against the industry's data. Receive an invitation to our client only telebriefing held by IDC Analysts.  What is needed?  Email me ( sm...

Here at the CMO Advisory Service, we recently closed up our 2013 Barometer Study which includes data from senior level marketers working at some of the largest Tech companies in the world. While there are a lot of great insights from this study, these senior level marketers made it very clear that their highest priority is "Proving Marketing's Value", or in other words, that always elusive marketing ROI. While this quest(ion) is nothing new to marketers, as our industry continues its transformation, marketing ROI is becoming an even more pressing topic. We see this truth in our surveys, we hear it from clients, and it is actively being discussed at industry events. This year we launched our   Chief Marketing Officer ROI Matrix  (see the image to the right) in an effort to give participants a look into their own return on investment from marketing and continue the conversation. There is no easy answer here (otherwise my days would not be quite as busy), but I have 3 steps...

IDC's 2013 Chief Marketing Officer ROI Matrix If you are a B2B Marketer you've read the articles, heard the pundits, and attended the conferences - marketing is transforming. This is not ground breaking news. However, what you probably have not seen is a tangible and holistic way to measure your organization's marketing performance. Today you are in luck. IDC's CMO Advisory Service has just released our Chief Marketing Officer ROI Matrix. This Matrix not only provides measurement on Marketing ROI for those companies who participate in our annual benchmark survey, the recently published report also provides fact based analysis, actionable recommendations via IDC Analysts and best practices from leading marketing organizations. For the down and dirty on the report view our press release For some quick and interesting facts from the study look no further, you are in the right spot! You must have the muscle (ie: budget) to move the needle.  #CMOFact: As a percentage of rev...

Healthcare marketing needs to keep up with the times and change as much as overall healthcare. It's time for healthcare marketing departments to step out of the show and tell marketing communications approach to tracking campaigns, making assumptions of its effects on revenue and produce real Return on Marketing Investment (ROMI) measures. Work with your finance department.  With a high degree of collaboration and understanding between finance and marketing, you can lead and make a difference. By answering questions, concerns and opinions with solid data, you can move the discussion form marketing does “stuff’ to marketing is a financial contributor to the organization. Below is an example of an actual ROMI computation that I completed for a multi-hospital organization. After this all was presented, all marketing campaigns going forward were tracked though the Physician Referral Call Center. The method can be adapted to any campaign and provides you with the data fields and logic...

Much has been made of the need for calculating a Return on Marketing Investment (ROMI) for healthcare organizations. Most often regulated to producing brochures and other items of interest, healthcare marketing departments need to exercise a leadership position and talk the financial language of senior management. Below is an example of an actual ROMI computation for a multi-hospital organization. This of course assumes that you can identify and pull down the information that you need across many platforms of the organization to produce such a result. If you can great, if you can’t then you need to broaden your technological capability and move towards a higher level of computerization and system integration that you already experience. Work with your finance department. They are a great source of information. With a high degree of collaboration and understanding their viewpoints and perspectives regarding marketing you can lead and make a difference. By answering questions, concerns a...