Description:

Marketing’s role in the company is more important than ever. No longer perceived as only “the department that makes the brochures,” marketing is poised to assume greater strategic leadership in 2006; the data in ITSMA’s 2006 Budget Allocations and Trends Study reflects this fact.

Key trends highlighted in the report include:

• Services gross margins are on the rise
• Marketing staffs are increasing in size
• Marketing budgets are growing in absolute numbers
• Marketers are shifting their budget spending to reflect their new priorities including: customer relationship management; services and solutions management; and market intelligence and market research
• Marketing communications budgets are shifting into: private events, seminars, and conferences; interactive, online, and digital marketing; and PR

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services marketing budget allocations
• Corporate vs. field marketing
• Personnel vs. nonperonnel
• Investment by category
• Investment in thought leadership
• Marcom budget allocation
• Services growth rates and margin trends
• Services revenue and profitability
• Solutions marketing
• Top services marketing challenges and priorities

Companies included in the study:

Advent Software, AT&T, BEA Systems, BearingPoint, Business Objects, Cisco Systems, Convergys, CSC, Equant, Fluent, Fujitsu Services, GE Healthcare, Hewlett-Packard, Hitachi Consulting, Hummingbird, IBM - ITS Global Service, Juniper Networks, Lucent Technologies, Microsoft, Nokia, PA Consulting Group, Philips Medical Systems, Pitney Bowes, SAP, Satyam Computer Services, Sun Microsystems, and Xerox.

Study Methodology

In January 2006, ITSMA used a Web-based survey to gather data from its members about services marketing budgets, services growth and margins, and top marketing challenges. ITSMA received 29 responses from 27 unique companies and analyzed the collected data in three ways:

• The data set as a whole
• Company type—primarily services or product and services
• Company size—less than $500 million or more than $500 million in annual services revenue

Respondent Demographics

This report is available free to companies that participated in the study. Check here to see if your company participated
If your company did participate, select "Member Price" on the order form, and then select option "C" for payment at the bottom of the form. Write "Participating Company" in the text box.
This report is available for sale at member and nonmember prices.
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