We are currently cranking the data collected in our 2010 Marketing Organization and Investment survey, and the results already look spectacularly significant. So, over the next months, we’ll be reporting and commenting on how tech marketing organizations are assigning priorities and allocating their budgets for 2011. We have even designed a benchmark framework where we can compare various tech vendors’ marketing spends against each other (small versus large, country versus country, market versus market, previous year versus next year) and make some calls for you. And this year’s survey includes vendors headquartered in Europe as well!
For me, the most important data point in last year’s survey was the background of tech vendor CMOs, especially product vendors. Twenty-eight percent of those CMOs have an engineering background, and another 15% are from sales. With all respect, neither background is an optimal preparation to be running marketing in today’s tech industry — where IT is now BT, customers care less about speeds and feeds and more about business outcomes, and brand and multichannel experience count as much as in other industries. I’ll be talking about this at Forrester’s Marketing & Strategy Forum EMEA in London on November 18–19 in my “Marketing Is the New Differentiation in the Tech Industry” presentation.
Here is a short anecdote to explain that question. As you’d expect, I’m an intense user of email, and here at Forrester, our IT department provides us with Microsoft Outlook. They also regularly slap my wrist because my email storage requirements are “excessive,” which is mainly due to the fact that I retain all my sent mails on file and Outlook has no facility to detach and delete attachments when filing. So, in order to save myself the relatively nonsensical task of manually detaching all attachments, I have found a nice utility tool called EZDetach from a firm called TechHit to do this in an automated manner. It probably saves me a couple of hours per month, and TechHit also provides other useful tools for filing and folder management in Outlook. I found it myself, downloaded and installed it myself, and even paid for the software myself (though I might try to sneak that invoice into an expense report some time). I don’t feel guilty at having bypassed IT, only relieved that I can disappear from their evident blacklist of individuals overusing their storage. I feel even more secure after my analyst colleague Stefan Ried, who knows much more about these things, raved enthusiastically about the same software in a recent tweet. I suppose that makes me an empowered user; though I did not help a customer directly though my action, I certainly freed up more time to interact with clients.
Unfortunately, he never returned, so the only evidence of the journey is the strange “Welshness” of certain Native American tribes in Alabama (musical voices, continuous searching for coal, and trying to get around in circular boats).
Prince Madog actually challenged the Native Americans there to the first Ryder Cup, but that contest was declared null and void after one Native American replaced his ball with a fresh one because it had “gotten wet and dirty.” Nowadays, the American team are given a better chance – last Saturday, Ricky Fowler was only penalized one hole when he did the same. This kept the contest alive for a few more days (the TV networks rule). In fact, the Europe team even contrived to keep the contest going until the last pairing, which may have been leaving it too tight. I must say, the Americans were better dressed then, and their rainproofs did keep out the rain.
I have an exciting engagement next week; I will moderate a session during an annual review meeting of a leading tech distributor with its leading vendor. The topic we’ll discuss is the cloudy future of our industry and what that could mean for the roles and responsibilities of vendors, distributors, and resellers. I’ll have a presentation prepared, of course, but all analysts operate under the principle of “two ears, one mouth,” so I’ll also expect to hear much insight from both distributor and vendor on this topic — and both parties will be represented by their top executives.
My colleague Tim Harmon and I have just submitted a report that explores this topic, based on a recent survey of 165 executives of channel companies across the world (only 52% in North America). We talked to resellers, distributors, systems integrators, managed service providers, and other channel players — in fact, no single executive was prepared to say that just one of these titles applied 100% to their company. We did the survey in collaboration with the organization Outsource Channel Executives. Interesting facts that we gathered in the survey include the fact that nearly two-thirds of these firms employ applications developers; most resellers are attracted to becoming managed services providers to their client base. Tim also went into some of these findings in his recent Forrester teleconference.
So, here are the title and agenda of my session next week:
The Coming Upheaval In Tech Industry Channels
Diverse forces align to change the business of IT.