TECH BUYER Nov 2018 - IDC Perspective - Doc # US43483718

Marketing Investment Planner for 2019: Executive Summary

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

Table of Contents

Executive Snapshot

Figure: Executive Snapshot: Marketing Investment Planner for 2019 — Executive Summary

Situation Overview

About the Executive Summary

Key Finding: Tech Marketing Budgets Rise in 66% of Tech Companies

Figure: Year-on-Year Company Revenue Growth Compared with Marketing Investment Change, 2012–2018

Key Finding: The Marketing Function Is Becoming a Bigger Part of Tech Companies

Increased Marketing to SG&A Ratio

Figure: Marketing Budget as a Percentage of SG&A, 2016–2018

Increased Marketing Staff

Figure: Marketing Staff as a Percentage of Total Staff, 2016–2018

Key Finding: MarTech Rises to Number 6 Largest Program Investment

Figure: Marketing Program Investment

Key Finding: CMOs Are Building Up Their Staff

Figure: Marketing People Investment

Additional Marketing Investment and Organizational Data Available

Customized Benchmark Reports Available

Advice for the Technology Marketer

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