Forrester Blogs | Making Leaders Successful Every Day Marketing as a Percentage of Revenue Benchmarks - The Rogue Marketer When setting marketing as a percentage of revenue benchmarks, the firm Go-to-Market Strategies has published a study on normative levels. According to their research "30% of companies spend between 3-5% of revenue on marketing, with 45% spending over 6% (most of those between 6-10%). If you are launching a new product, or are expecting to launch into a new market or territory, expect to spend approximately 20% of revenue to fund that program." The percentage of revenue approach, 8-10% of revenue should be spent on marketing, with approximately 5% of that going to labor (either for a department, or outsourcing to a marketing firm). This data was published on December 19, 2007. IDC has published data in 2008 indicating that across surveyed IT companies the following ratios determined the marketing spend as a percentage of revenue and program spend: Marketing spend/revenue ratio: 2.8% (range from .8% in services sector to 5.1% for software companies).
Have Your Cake and Eat it Too: Great Customer Experience Does It All fearlesscompetitor.net People Using Pseudonyms Leave Better Blog Comments [STUDY] People who use pseudonyms - as opposed to remaining anonymous or using their real identity - are more likely to leave high-quality comments on blogs and other Web sites, according to data released by Disqus. In addition to leaving more comments, people using pseudonyms are more likely to leave comments that get "likes" from other readers, according to Disqus, which operates blog commenting platforms for about one million Web sites, including ReadWriteWeb. Not only does the data throw the conventional web wisdom that people who use their real names leave better comment into question, it also gives Disqus and other comment platforms leverage to compete with Facebook, which has made inroads into the commenting space by allowing sites to let people leaving comments use their Facebook identities. Disqus is one of the more than 400,000 Web sites that lets people use their Facebook profiles to leave comments.
Marketing technology: So many tools, so little time (and money) LinkedIn's recent TechConnect event was held in Menlo Park, in the heart of Silicon Valley and the shadow of Sand Hill Road's big-name venture capital firms. One afternoon panel discussion featured marketing professionals--specifically, experts in social media and digital marketing--from three technology firms that might be familiar to you: Cisco, Oracle and Xerox. Sign up for our FREE newsletter for more news like this sent to your inbox! During the discussion it struck me that the challenge they face boils down to this: Too many choices. That might sound like a nice problem to have. Too many available tools to try out. That would be keen in a universe of limitless time and money. [Also read Here's what your CMO is up against | The CIO/CMO challenge--what does it mean for your team and your job?] Pressure creates tension, and tension (managed poorly) can create drama, and the media and analysts love drama. If it's a fight, both sides lose.
Content Marketing Today Drive-By Selling is Dead. It’s all About Scale. Remember the old days of drive-by selling? You’d roll up on a prospect, (by phone, or car, or email or direct mail piece) and hit them up with why your company, service and product was the s*** and why they needed to buy it. Drive-by selling was successful because there was nothing else. All you had was perseverance, a keenly refined message, some slick, glossy product sheets, a “special deal” of day, and maybe a demo. Things have changed. Selling requires content, content that educates and teaches. The drive-by sale is dead. Are you still drive-by selling?
The emerging third-party era of marketing automation Will marketing technology consolidate into a handful of behemoth super-platforms? Or will it continue to diversify with more innovative new software? My theory on marketing technology consolidation vs. diversification has been both. I believe that a set of “backbone” platforms will serve as the foundation of marketing’s technology infrastructure, but they will promote open APIs and robust third-party developer communities. But that’s been just a theory up to now. However, with a news release today — that marketing automation provider Act-On Software has expanded their partner ecosystem by opening their APIs to third-party developers — it struck me that the theory may now have empirical evidence to support it. Act-On now joins the ranks of many other marketing automation platforms that have developed open APIs and featured “marketplaces” to promote third-party applications that plug into their backbone: At the risk of someone crying, “Objection, Your Honor, speculation!” And many more.
SmashMouth Dental Practice Marketing Keep stakeholders in the loop with a message matrix | A customer experience programme will often lead to significant change across an organisation. It will mean changes to people, skills, capabilities and ways of working. Getting various stakeholders on board and keeping them there will be one of the biggest challenges. Securing buy-in from stakeholders will demand expert skill in planning through a political and influencing lens. How can a message matrix help? Allows the CE team to plan and prioritise messages to stakeholders regarding the programme.Facilitates channel mix planning.Ensures that messages do not clash or overwhelm stakeholders.Acts as a central repository for all communications regarding the programme.Allows forward planning of dependencies which might delay or change messages. Filling out the columns Customer (Stakeholder) – Who is the person, team or department you are trying to influence? Like this: Like Loading...
How To Budget Your Way To Irrelevance - Global Cio - Executive Instead of focusing just on containing costs, consider what objectives and value your company is trying to deliver. We all must control costs. Companies that don't not only waste money and hurt profits, but they also miss out on market opportunities as they fritter away needed resources. But companies don't exist to save money. They exist to deliver value. Even the most cost-efficient companies will go bust if they don't deliver much value. Unfortunately, IT and other kinds of planning at most companies still rests on operational budgeting. [ Does your IT shop need an extreme makeover? How can business leaders overcome this counterproductive approach to planning? The analogy with a personal investment portfolio is quite appropriate. Companies have similar investment objectives. Global CIOs: A Site Just For You Visit InformationWeek's Global CIO -- our online community and information resource for CIOs operating in the global economy. More Insights
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