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ITSMA Online Survey

Marketing Transformation:
Are we there yet?
           Julie Schwartz, Senior Vice President,
         Research and Thought Leadership, ITSMA
          Dianne Kim, Research Associate, ITSMA
   Kerry Johnston, Client Services Director, ITSMA Europe




                  Abbreviated Summary | May 2012
       Note: This Abbreviated Summary highlights some of the significant findings from
                 Marketing Transformation: Are we there yet?
                   A more in-depth analysis can be found in the full report.
Key Takeaways
Marketing must transform:                     Marketing does not change in a vacuum—
Our world is changing so fast that            the rest of the organization has to
changing your marketing incrementally is      change too
not an option
We see clear evidence of marketing            The key transformation challenges are:
leaders rethinking, reskilling, and             • Changing the internal
reinventing the organization                       perception of marketing
Nevertheless, we are in the early stages of     • Balancing the strategic
transformation, as many marketers have             with the tactical
yet to achieve their objectives                 • Developing new skills
There are three distinct roles of a             • Changing the
transformed marketing organization:                company culture
   • Strategic Business Driver
   • Relationship Builder
                                              Despite the desire for marketers to be
   • Effective Executor                       more strategic, tactics are just as
                                              important


                                                        Source: ITSMA Survey: Marketing Transformation, May 2012
Our world is changing so fast
that incremental is not an option
      Data          Channel            Marketing                        Changing
    Explosion     Proliferation     Technology Surge                  Buyer Behavior




                   Geographic       The Rise of the                Budget Constraints/
                Expansion/Culture    Social Buyer                     Cost Cutting
                     Shock


                                          Source: ITSMA Survey: Marketing Transformation, May 2012
And we see clear evidence of marketing
leaders rethinking, reskilling, and
reinventing the organization




                         Source: ITSMA Survey: Marketing Transformation, May 2012
Two-thirds of marketing organizations
have begun their transformation
Has your marketing organization already
transformed, or is it in the process of           But we’re not there yet!
transforming? % of Respondents (N=178)
                                          Don't                  How far along are you?
                                          know                   % of Respondents (N=121)
    Do you believe such a change           11%
    is coming?                                                                Our new organization is fully in
    % of                            No                               11
                                                                              place and operating well
    Respondents            Yes     21%
    (N=37)                 73%
                                                    Yes
                                                    68%                       Our new structure is in place
                                                                     33       and we are working with teams
                  Don't
                                                                              to re-enforce changes
                  know
                           No
                   16%
                          11%

                                                                              The planned changes have
                                                                     31       been communicated with the
                                                                              team and we are currently
                                                                              redefining roles

                                                                              Initial plans have been agreed
                                                                      7
                                                                              but not yet communicated

                                                                              Planning has begun but no
                                                                     18       decisions have yet been made

                                                          Source: ITSMA Survey: Marketing Transformation, May 2012
ITSMA has identified the six
most important characteristics of a
transformed marketing organization:
      Strategic          Instills an outside-in orientation to drive
                     1   a customer-centric business strategy
      Business           Collaborates with the lines of business/
      Driver         2   P&L owners
                         Partners with sales throughout the
      Relationship   3   buying process
      Builder        4   Develops direct relationships with
                         customers and builds advocacy
                         Builds a dynamic and flexible workforce,
                     5   including agency relationships
      Effective
                         Uses data and analytics to improve
      Executor       6   marketing efficiency/effectiveness and
                         business impact
                                        Source: ITSMA Survey: Marketing Transformation, May 2012
What are the transformation challenges?
• Changing the internal
  perception of marketing
• Balancing the strategic
  with the tactical
• Developing new skills
• Changing the company
  culture




                            Source: ITSMA Survey: Marketing Transformation, May 2012
Despite the desire for marketers to be more
strategic, tactics are just as important




                           Source: ITSMA Survey: Marketing Transformation, May 2012
Study Methodology
  Online Web-based Survey                      ITSMA Analyzed the Data
       Survey invitations were                 Four Ways
       emailed during
       May 2012 to ITSMA             Company        • Sells products and services vs.
       member and select               Type           Primarily services
       non-member companies
                                                    •   Less than $100M
                                     Company        •   $100–999.9M
 178   people completed
       the survey
                                       Size         •
                                                    •
                                                        $1–10B
                                                        More than $10B

                                   How Marketing    • Marketing is viewed as:
                                     is Viewed        Strategic vs. Tactical
   Qualitative Interviews
                                      Status of     • Transforming vs. Not yet
       hour-long interviews with      Marketing     • Planning the transformation,

 20    members of ITSMA’s
       Advisory Boards (Europe
                                   Transformation     in progress, transformed


       and North America)


                                                Source: ITSMA Survey: Marketing Transformation, May 2012
Type of Company                                                     Respondent Titles
How would you describe your company’s                               Which of the following best describes your role at
business? % of Respondents (N=178)                                  your company? % of Respondents (N=178)
                                                                                          Sales executive
                                                                                           (C-level, SVP,
                                                                                             VP, AVP) Sales staff
           Primarily    48%           52%
                                               Both products                      Sales         1%        1%
           services                            and services                   manager/director
                                                                                   1%                     Other
                                                                                                           5%
                                                                                 CEO, COO,
                                                                                  CFO, GM,
                                                                                  President
                                                                                    10%
                                                                              Marketing staff                                 Marketing
Industry Subsector                                                                10%                                     director/manager
                                                                                                                                 54%
Which of these categories best describes your
industry subsector? % of Respondents (N=178)                                      Marketing
                                                                               executive (CMO,
                                                                                SVP, VP, AVP)
         Professional services firm                            46                   19%

  Computer systems and solutions
             provider
                                                     20              Organization Size
       Software solutions provider
                                                                     What is your company's annual services revenue?
                                                13
                                                                     % of Respondents (N=178)                   43
 Network/telecom solution provider             11

     Other hardware systems and
                                           4
          solutions provider                                                                                             19
                                                                         16
       Marketing agency, PR, or                                                                                                   10
                                       3                                                                7
      advertising services provider
                                                                                     1          3                1
     Medical/health technology
                                       2
  products, services, and solutions
                                                                        Less       $50–     $100–    $250– $500–        $1–       $5–        More
                                                                        than       99M      249M     499M 999.9M        4.9B      10B        than
                             Other     2
                                                                        $50M                                                                 $10B
                                                                                                    In Annual Revenue
                                                                                          Source: ITSMA Survey: Marketing Transformation, May 2012
Table of Contents for
Marketing Transformation:
   Are we there yet?
                                      Slide
Executive Summary                       3
Methodology and Respondent
                                       26
Demographics
Detailed Findings                      35
Appendix: Study Definitions            70




For More Information
              Julie Schwartz
              Senior Vice President
              Research and Thought Leadership
              ITSMA
              jschwartz@itsma.com
              +1-407-788-8220

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ITSMA Online Survey: Marketing Transformation: Are we there yet?

  • 1. ITSMA Online Survey Marketing Transformation: Are we there yet? Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA Dianne Kim, Research Associate, ITSMA Kerry Johnston, Client Services Director, ITSMA Europe Abbreviated Summary | May 2012 Note: This Abbreviated Summary highlights some of the significant findings from Marketing Transformation: Are we there yet? A more in-depth analysis can be found in the full report.
  • 2. Key Takeaways Marketing must transform: Marketing does not change in a vacuum— Our world is changing so fast that the rest of the organization has to changing your marketing incrementally is change too not an option We see clear evidence of marketing The key transformation challenges are: leaders rethinking, reskilling, and • Changing the internal reinventing the organization perception of marketing Nevertheless, we are in the early stages of • Balancing the strategic transformation, as many marketers have with the tactical yet to achieve their objectives • Developing new skills There are three distinct roles of a • Changing the transformed marketing organization: company culture • Strategic Business Driver • Relationship Builder Despite the desire for marketers to be • Effective Executor more strategic, tactics are just as important Source: ITSMA Survey: Marketing Transformation, May 2012
  • 3. Our world is changing so fast that incremental is not an option Data Channel Marketing Changing Explosion Proliferation Technology Surge Buyer Behavior Geographic The Rise of the Budget Constraints/ Expansion/Culture Social Buyer Cost Cutting Shock Source: ITSMA Survey: Marketing Transformation, May 2012
  • 4. And we see clear evidence of marketing leaders rethinking, reskilling, and reinventing the organization Source: ITSMA Survey: Marketing Transformation, May 2012
  • 5. Two-thirds of marketing organizations have begun their transformation Has your marketing organization already transformed, or is it in the process of But we’re not there yet! transforming? % of Respondents (N=178) Don't How far along are you? know % of Respondents (N=121) Do you believe such a change 11% is coming? Our new organization is fully in % of No 11 place and operating well Respondents Yes 21% (N=37) 73% Yes 68% Our new structure is in place 33 and we are working with teams Don't to re-enforce changes know No 16% 11% The planned changes have 31 been communicated with the team and we are currently redefining roles Initial plans have been agreed 7 but not yet communicated Planning has begun but no 18 decisions have yet been made Source: ITSMA Survey: Marketing Transformation, May 2012
  • 6. ITSMA has identified the six most important characteristics of a transformed marketing organization: Strategic Instills an outside-in orientation to drive 1 a customer-centric business strategy Business Collaborates with the lines of business/ Driver 2 P&L owners Partners with sales throughout the Relationship 3 buying process Builder 4 Develops direct relationships with customers and builds advocacy Builds a dynamic and flexible workforce, 5 including agency relationships Effective Uses data and analytics to improve Executor 6 marketing efficiency/effectiveness and business impact Source: ITSMA Survey: Marketing Transformation, May 2012
  • 7. What are the transformation challenges? • Changing the internal perception of marketing • Balancing the strategic with the tactical • Developing new skills • Changing the company culture Source: ITSMA Survey: Marketing Transformation, May 2012
  • 8. Despite the desire for marketers to be more strategic, tactics are just as important Source: ITSMA Survey: Marketing Transformation, May 2012
  • 9. Study Methodology Online Web-based Survey ITSMA Analyzed the Data Survey invitations were Four Ways emailed during May 2012 to ITSMA Company • Sells products and services vs. member and select Type Primarily services non-member companies • Less than $100M Company • $100–999.9M 178 people completed the survey Size • • $1–10B More than $10B How Marketing • Marketing is viewed as: is Viewed Strategic vs. Tactical Qualitative Interviews Status of • Transforming vs. Not yet hour-long interviews with Marketing • Planning the transformation, 20 members of ITSMA’s Advisory Boards (Europe Transformation in progress, transformed and North America) Source: ITSMA Survey: Marketing Transformation, May 2012
  • 10. Type of Company Respondent Titles How would you describe your company’s Which of the following best describes your role at business? % of Respondents (N=178) your company? % of Respondents (N=178) Sales executive (C-level, SVP, VP, AVP) Sales staff Primarily 48% 52% Both products Sales 1% 1% services and services manager/director 1% Other 5% CEO, COO, CFO, GM, President 10% Marketing staff Marketing Industry Subsector 10% director/manager 54% Which of these categories best describes your industry subsector? % of Respondents (N=178) Marketing executive (CMO, SVP, VP, AVP) Professional services firm 46 19% Computer systems and solutions provider 20 Organization Size Software solutions provider What is your company's annual services revenue? 13 % of Respondents (N=178) 43 Network/telecom solution provider 11 Other hardware systems and 4 solutions provider 19 16 Marketing agency, PR, or 10 3 7 advertising services provider 1 3 1 Medical/health technology 2 products, services, and solutions Less $50– $100– $250– $500– $1– $5– More than 99M 249M 499M 999.9M 4.9B 10B than Other 2 $50M $10B In Annual Revenue Source: ITSMA Survey: Marketing Transformation, May 2012
  • 11. Table of Contents for Marketing Transformation: Are we there yet? Slide Executive Summary 3 Methodology and Respondent 26 Demographics Detailed Findings 35 Appendix: Study Definitions 70 For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-407-788-8220