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IDC identifies IT marketing leaders

Marketing Matrix Index from IDC identifies three leadership qualities that play a role in achieving market leadership

IDC has identified a number of prominent IT vendors, including Avaya, Sun, Citrix, HP and Nortel, in its 2008 Marketing Matrix Index.

The matrix, released by the CMO Advisory Practice within IDC, identifies marketing leaders by drawing a correlation between marketing operational efficiency and its effectiveness in marketplace execution.

The relative position of technology marketers is determined by the efficiency of internal operations and effectiveness.

“The marketing function in technology is undergoing significant fundamental change. All technology marketers need to improve their effectiveness and IDC research demonstrates that a number of leaders are emerging," said Michael Gerard, research director for IDC's CMO Advisory Practice.

IDC used four factors to measure efficiency, namely overall marketing investment, staff efficiency, global alignment, and marketing performance measurement. Marketing effectiveness was analysed through three factors - market share, revenue growth, and earnings growth.

The report also identifies three leadership qualities that play a role in achieving market leadership, which are the establishment of marketing as a centralised function without sacrificing local execution, the alignment of marketing with other company functions and finally, the building of a foundation to manage marketing along business guidelines, enabling data-driven decisions where possible.

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