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IDC's Worldwide Sales, Marketing, and Market Intelligence Taxonomy, 2008: Guidelines for Cost Control and Resource Allocations

Given the economic backdrop of 2008, there are more good reasons than ever for sales and marketing executives to engage in a deep scrutiny of their costs. Many organizations have made good progress on cost control but there is much to be done, and IDC research continues to identify big pockets of wasteful spending in these functions. This sales, marketing, and market intelligence (MI) taxonomy document includes several new line items that need greater "illumination" of spending and staffing, so that executives can make decisions about their investments.

• Digital Marketing. IDC is guiding its clients towards increases in both program and people spending, while ensuring that the digital marketing strategy is a component of the broader marketing and sales strategy and not a standalone effort.
• Campaign Management. Marketers need to do a better job of integrating the traditional elements of the marketing mix with the newer elements, so as to achieve a unified campaign approach versus “silos” of program execution.
• Industry and Solutions Marketing. These staff areas have received further definition and clarification of roles.
• Market Intelligence; Customer Intelligence; and Business Intelligence. These areas are under active re-assessment at many organizations as the importance of the functions continues to rise.
• Sales Enablement. Marketing and sales are increasing their sales enablement effectiveness through a combination of people, process, and technology.
• Tele-sales and Inside Sales. These growth areas of the sales department receive further detail in this years study.

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