Business Services Industry
Marketing budgets are earned, not granted.(Special Report: Tech Marketing)(advertising expenditures of information technology services industry)
B to B, April, 2005 by Vancil, Richard C.
Byline: Richard C. Vancil
Last month, IDC reported our latest forecast for tech marketing spending. The good news is that budgets are still expanding-by at least 3% this year-with room for more upside as the year unfolds. This is on top of a 6% expansion for the full year of 2004 (see chart at right).
As good business people, we would, I hope, all agree that the objective is not to have the largest marketing budget. But IDC research does show that those marketers who are achieving greater budget increases are those who have demonstrated an ability to expand the role of marketing.
The order of this is important: New monies come after the marketing charter is expanded, not before. Marketing budgets are earned, not granted.
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