IDC: Tech Marketing and Sales Expenses to Increase 8% and 9% in 2007
In its forthcoming report on IT vendor
Marketing and Sales expenses and key performance indicators (KPIs), IDC's
Executive Advisory Group forecasts
an 8% increase for the average marketing budget and a 9% increase for the
average sales budget in 2007. These budget increases are the largest that
IDC has forecast in the five years it has been tracking these trends.
"Every dollar of revenue is getting more expensive for vendors to earn," said Rich Vancil, vice president of the Executive Advisory Group at IDC. "We are advising our clients to continue to scrutinize their costs, and to be more rigorous on which costs need to grow and which costs are candidates for reduction. Our analysis shows that many of the cost-reduction opportunities lie at the intersection of marketing and sales within large, global IT vendor organizations, where there are often redundant marketing processes and people across multiple product lines and regions."
