The service, which will focus on tech marketing measurement and industry best practices, will be led by Rich Vancil, IDC's VP-technology marketing research.
Preliminary results from a recent IDC survey of more than 90 senior tech marketers show that tech CMOs have gravitated toward only those program elements offering quantifiable measures.
"Faced with mounting pressure to produce a verifiable return on their marketing investment, many IT marketers have simply sold out on the true charter of marketing," Vancil said. "Technology marketers have increasingly turned to supporting only tactical program elements tied to narrowly defined, sales-oriented goals. Meanwhile, the more strategic program elements that build brands and image have dramatically declined for lack of measurement."