Using its database of technology companies to compare how efficient and effective they are at marketing, IDC this week will release a new benchmark called the Marketing Performance Matrix.
The matrix plots marketing efficiency against marketing effectiveness. Marketing efficiency looks at technology companies' marketing investment, staff efficiency, global alignment and marketing performance measurement. Marketing effectiveness is based on market position, financial performance and mind share.
"We've tried to raise the bar in our ability to analyze marketing investment and understand the attributes of leaders," said Michael Gerard, research director of IDC's CMO Advisory Research service. IDC is now in the fourth year of its annual technology benchmark study, which examines the marketing investment and marketing practices of more than 100 technology marketing leaders. (See the Tools & Metrics section, page 27, for coverage of IDC's Marketing Performance Measurement Summit for Business-to-Business Marketers last month.)
Based on how they rank in the areas of efficiency and effectiveness, companies fall within one of four areas on the matrix: Crisis potential, low yield, weak long-term outlook and marketing leadership.
IDC recognized several companies as marketing leaders. In the hardware category, it recognized Cisco Systems, Intel Corp. and EMC. In the software category, it recognized Adobe Systems, Oracle Corp., SAP and Symantec Corp.
In the report, IDC defined three characteristics of marketing leaders. They establish marketing as a centralized functional area, they re-engineer marketing's organizational structure to optimize alignment within marketing and they run marketing like a business.