IDC summit raises measurement flag—again

Technology marketers are doing a better job measuring their activities and communicating with other corporate departments, such as sales and finance, concluded several presenters at Thursday's IDC Marketing Performance Measurement Summit for Business-to-Business Marketers. IDC's daylong summit, now in its second year, attracted about 140 attendees. Tech marketers are embracing measurement practices out of economic necessity, suggested Richard Vancil, VP at IDC's CMO Advisory Practice and chairman of the summit. In his opening remarks, Vancil noted that marketing costs have risen faster than worldwide IT industry growth (6.5% vs. 5.5%), while sales costs have increased and sales cycles have lengthened. At the same time, the choice of media able to reach these customers and prospects has fragmented, vastly complicating marketing decision-making.

Source: BtoB Daily News

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Howard Sholkin
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