2010 Marketing Priorities

 

 

Just heard that IDC’s CMO Advisory research team is pulling together their 2009 Benchmarking Survey. Always a good read, and a great help in not only planning out, but also justifying your marketing budget.  IDC’s July newsletter also includes a preview of CMOs’ marketing automation priorities for the coming year, with a more comprehensive analysis in their 2010 Marketing Investment Planner, due out sometime this fall. 

 

A few areas in their summary of surveyed CMO priorities really stand out.  In no particular order, they include:

 

• Development of a formal marketing automation roadmap.  CMOs are looking to take a fresh look at marketing tools and applications for redundancy and cost savings. (Shows that more investment in automation is not necessarily a priority, but process improvement is, followed by whatever automation is required to achieve efficiency.)

 

• Sales enablement and marketing asset management technologies.  OK, now here’s something we marketers instinctively suspect - quantified, at last, by a leading international research firm: 40% of all marketing assets handed over to sales are not in use today!  According to IDC, this includes assets that have been developed for sales, channels, prospects and current customers. Moreover, they estimate that at least 30% of companies’ marketing investment, including program and people spend, is dedicated to creating content and marketing assets.   

 

Wow. What if you could achieve a 3-5% reduction in your asset development spend in 2010 and reallocate it to something else?  Like customer retention programs or opening up new markets?  Isn’t that roughly the same thing as a bigger budget?   FeedRoom can help.

 

Our digital asset management system provides out-of-box capabilities for workflow configuration that deliver instant cost reductions by automating and streamlining marketing asset management - while also significantly reducing the overhead required to manage these assets, including those that are expired or could be re-used instead of re-invented.  In fact, that’s what many of our customers like Autodesk, Raytheon, TAC and others are already doing every day.  If you want to learn more about ActiveMedia and its workflow automation capabilities, check out this Webcast from last week. -Lisa C.

 

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