×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

IDC to launch CMO Advisory Service

Published on .

Framingham, Mass.--IDC, the research division of b-to-b media company International Data Group, announced Tuesday that it is launching the CMO Advisory Service, a research and advisory service designed to help information technology marketers analyze their performance.

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."

--Sean Callahan

Most Popular
In this article: