IDC - Analyst Teams

Analyst's Research

Richard Vancil
Group Vice President, Executive Advisory Strategies

Team:
CMO Advisory Service
Directions 2012 (U.S) Participating Analysts
Executive Advisory Group

2013 CMO Tech Marketing Barometer Study: Trends, Forecast, and Essential Guidance for Tech Marketing Executives
Sam Melnick, Richard Vancil
Apr 2013 - Doc # 240712 IDC Presentation

This IDC Presentation discusses IDC's 2013 CMO Tech Marketing Barometer Survey, which analyzes general trends within tech marketing. There is a direct focus on key marketing investment benchmarks ...

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Marketing Operations Expands: A Study of the State of the Marketing Operations Profession
Kathleen Schaub, Richard Vancil
Mar 2013 - Doc # 240453 IDC Presentation

This IDC Presentation quantifies the state of the marketing operations profession in 2013, providing important information about organizational structure, skills, job scope, success factors, and much more. Marketing operations profession ...

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Social Marketing in 2013: Lessons from the Leaders
Richard Vancil
Mar 2013 - Doc # DR2013_T3_RV Event Proceeding

The following was presented at the IDC Directions conferences in Santa Clara and Boston in March 2013.

Worldwide Chief Marketing Officer 2013 Top 10 Predictions: Today's CMO Becomes Master of Data
Richard Vancil, Kathleen Schaub, Gerry Murray
Jan 2013 - Doc # 238987 Top 10 Predictions

This IDC study is part of IDC's annual top 10 predictions series and focuses on the outlook for the chief marketing officer (CMO) job role. The theme of the study is that the CMO of the future will have to be a "master of data" — capable ...

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Marketing Investment Planner, 2013: Benchmarks, Key Performance Indicators, and CMO Priorities
Richard Vancil, Kathleen Schaub, Michael Gerard, Sam Melnick, Gerry Murray
Nov 2012 - Doc # 237813 Survey

This IDC study features results from the 10th annual CMO Advisory Service's Technology Marketing Benchmarks Survey and provides marketing executives with benchmarks for key performa ...

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IDC's CMO Leadership Meeting Highlights, October 16, 2012: IT Buying Team Panel, Predictive Analytics for Marketing, and IDC High-Tech Marketing Investment Benchmarks
Michael Gerard, Kathleen Schaub, Gerry Murray, Sam Melnick, Richard Vancil
Nov 2012 - Doc # 237862 Insight

This IDC Insight discusses IDC's CMO Leadership meeting. IDC's CMO Advisory teams hosted over 50 senior sales and marketing executives at The Back Bay Hotel in Boston, on October 16, 2012. Both sales executives and marketing executives m ...

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The CMO + CIO Imperative: Building a Productive Relationship in the Digital Age
Joseph C. Pucciarelli, Richard Vancil
Oct 2012 - Doc # WC20121025 Event Proceeding

This IDC Web conference discusses how the rise of digital business, social networking, and marketing automation strategies have evolved rapidly from experimental to mainstream practices, creating a business and technology imperative that ...

The 2012 IT Buyer Experience Survey: Accelerating the New Buyer's Journey
Gerry Murray, Michael Gerard, Irina Zvagelsky, Richard Vancil, Kathleen Schaub
Oct 2012 - Doc # 237207 Survey

This IDC study describes the 2012 EAG Buyer Experience Survey (offered as part of IDC's Sales Advisory and CMO Advisory Practices), which analyzes IT buyer experiences when buying from IT vendors. This guidanc ...

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The IT Buyer Speaks: What Do Buyers Think About Your Sales and Marketing Teams and Techniques?
Richard Vancil
Sep 2012 - Doc # WC20120913 Event Proceeding

This IDC Web Conference will explore the buyers' experience with your marketing and sales efforts. What do buyers think about your marketing campaigns? Are they satisfied with your sales representation?: Today's "new buyer" is smart ...

Emerging Issues: The New CMO + CIO Dialog: Building a Productive Relationship
Joseph C. Pucciarelli, Richard Vancil
Aug 2012 - Doc # 236397 Insight

This IDC Insight discusses the beginning of a new exploration by IDC of a critical organizational partnership between the CMO and the CIO. The rise of digital business, social networking, and marketing automation strategies has moved fro ...

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Seize the Social Marketing Opportunity
Richard Vancil, Michael Fauscette, Mary Wardley
Jun 2012 - Doc # WC20120621 Event Proceeding

Are you ready to put your Social Marketing efforts into high gear? In this Web conference, IDC's social business and social marketing analysts will present the new IDC Social Marketing Maturity Model. This framework is designed to help m ...

IBM Opens a New Dialog: The CMO CIO Leadership Exchange, June 6–7, 2012
Richard Vancil, Vernon Turner
Jun 2012 - Doc # 235368 Event Flash

This IDC Flash provides a brief coverage of IBM's two-day CMO CIO Leadership Exchange event held June 6–7, 2012, in New York City.

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Best Practices in Channel Marketing
Gerry Murray, Kathleen Schaub, Richard Vancil
Apr 2012 - Doc # 234367 Survey

This IDC study provides marketers with the strategic guidance and insight needed to achieve best-in-class channel marketing..: "Social, mobile and, especially, cloud-based solutions are fundamentally reshaping the IT channel," accor ...

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Despite the Hype, B2B Social Marketing Is Still in Its Infancy: 2012 Guidance for New Investment Dollars and Staff
Joseph A. Ferrantino, Michael Gerard, Richard Vancil, Kathleen Schaub, Gerry Murray
Apr 2012 - Doc # 234025 Insight

This IDC Insight evaluates social marketing from two perspectives: the buyer and the vendor. The document begins by focusing on the buyer side to assess how social marketing influences buyers and how they leverage social networks to stay ...

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2012 CMO Tech Marketing Barometer Study: Trends, Forecast, and Essential Guidance for Tech Marketing Executives
Joseph A. Ferrantino, Richard Vancil
Apr 2012 - Doc # 234292 Survey

This IDC study discusses IDC's 2012 CMO Tech Marketing Barometer Survey, which analyzes the level and direction of overall tech marketing spend to help guide IDC clients in their marketing investment and allocation d ...

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HP Unifies Personal Systems and Imaging and Printing Groups, Consolidates Global Marketing and Communications, Realigns Global Accounts Sales
Crawford Del Prete, Angèle Boyd, Danielle Levitas, Richard Vancil
Mar 2012 - Doc # lcUS23392512 IDC Link

Earlier today, HP announced that it is combining its Imaging and Printing (IPG) and Personal Systems Group (PSG) into a single unit, The Printing and Personal Systems Group. Executive Vice President Todd Bradley (previously the Executive VP ...

Embrace the Changes! New Techniques for Tech Marketing & Sales
Richard Vancil
Mar 2012 - Doc # DR2012_T1_RV Event Proceeding

The following was presented at the IDC Directions conferences in San Jose and Boston in March 2012

The Failure of Marketing ROI
Kathleen Schaub, Richard Vancil
Feb 2012 - Doc # 232661 Insight

This IDC Insight offers analysis and frameworks regarding the measurement of return on investment at midsize and large B2B companies within the context of a long and complex sale. Specifically, it seeks to answer the question: How can co ...

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A Cohesive Sales and Marketing Strategy: Real Key Performance Indicators to Assess Your Investment and Process Alignment
Richard Vancil, Michael Gerard
Dec 2011 - Doc # WC20111208 Event Proceeding

Much lip service has been given to improving sales and marketing alignment over the years, without any actual science to support indicated strategies. IDC's combined sales and marketing investment benchmarks provide real key performance ...

Is Your Marketing Organization Structured to Provide Superior Sales Enablement?
Richard Vancil, Michael Gerard, Joseph A. Ferrantino
Nov 2011 - Doc # 231537 Insight

This IDC Insight offers analysis and frameworks regarding the marketing organization structures at large ($500+ million in revenue) ITC vendors. Specifically, it seeks to answer the question: What organization structures and processes le ...

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