Description:

The optimism from 2007 is carrying over to 2008 with marketers again predicting both budget and staff increases. 2008 seems to be shaping up as the year of tactical marketing. Marketers are focusing on initiatives that have a direct and measurable business impact such as enabling the sales force, generating demand, and improving customer satisfaction and loyalty.

Services Marketing Budgets and Benchmarks: 2008 Budget Allocations and Trends delivers a detailed look at the state of the services marketing profession as it exists in early 2008. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.

Key trends highlighted in the report include:

• Respondents are predicting both marketing budget and staff increases in 2008
• Revenue growth in 2008 is expected to be robust with India-based professional services firms anticipating significantly higher growth
• Overall margin growth appears to be slowing
• Marketing’s priorities are changing; 2008 initiatives have more direct, measurable business impact
• Marketers are funneling more resources into sales enablement as they look to increase business impact
• The marcom emphasis is on highly targeted campaigns using face-to-face events, digital media, and thought leadership
• Search engine marketing is poised for growth, however, the most effective marketers are also expanding their use of new social media
• Account-Based Marketing continues to gain momentum

Topics covered in the report include:

• Services marketing budget size and growth rates
• Services marketing budget allocations
• Corporate vs. field marketing
• Personnel vs. nonpersonnel
• Demand generation vs. awareness marketing
• Investment by category
• Marcom budget allocation
• Services growth rates
• Services marketing staffing and operations
• Solutions marketing
• Gross margin trends
• Top services marketing priorities

Companies included in the study include:

ACS, Agilent Technologies, Alcatel-Lucent, AT&T, Avanade, Inc., Avaya, Capgemini, CGI, Cognizant, EDS, Fujitsu Services, General Dynamics, HCL Technologies Ltd, Hexaware Technologies, Hitachi Consulting, HP, IBM, Infosys Technologies Ltd., Intel, Juniper Networks, Inc., KPIT Cummins Infosystems Ltd., KPMG, LogicaCMG UK, Microsoft, Neoris, Nokia Siemens Networks, Oracle, Orange Business Services, Patni Americas Inc, Pitney Bowes International, Polycom, QAD, Inc., Raya Integration, SAP, Satyam, Savvis, Siemens Enterprise Communications, Sun Microsystems, Tata Consultancy Services, Telcordia Technologies, VeriSign, Wipro Technologies, Wood Mackenzie, and Xerox Corporation

Study Methodology

In December 2007 and January 2008, ITSMA used a Web-based survey to gather data from its members about services marketing budgets, services growth and margins, and top marketing priorities. ITSMA received 46 responses from 44 unique companies and analyzed the collected data in four 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
• Company geographic location of company/division headquarters (region)— Americas, EMEA, and India

Respondent Demographics

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