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Marketers with a seat at the table have more impact

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Cambridge, Mass.—Technology marketers with strategic responsibilities such as differentiating and positioning the company, creating awareness, developing new offers and charting business strategies have a more significant impact on their company’s business than those who don’t have such responsibilities, according to a study by the Information Technology Services Marketing Association.

The ITSMA said in its report, “Driving Value: Marketing’s Advancing Role”—presented to attendees Wednesday at its annual marketing conference—34% of marketers surveyed said the impact of their marketing organization on the success of the business is significant, while 64% indicated they have “some” impact. Two percent said they have little or no impact.

In addition, marketers at companies that sell products as well as services tend to take on more strategic roles than those at companies that primarily market services.

The study, conducted online in October by ITSMA, polled 53 member companies, including Avaya, Cisco Systems, Hewlett-Packard Co., IBM Corp., Nokia Networks, Oracle and Symbol Technologies.

—Carol Krol

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