Tech Marketers Missing a Trick, Claims IDC

Product marketing in the technology industry needs to undergo significant changes, according to research conducted by business intelligence and analytics firm, IDC.

Results of the study highlighted that industry marketers have the opportunity to drive innovation in the organisation and better meet the needs of their customers. Michael Gerard, Director of IDC's CMO Advisory Practice explains how he sees the way forward: 'Marketing leaders must complete a comprehensive audit of their product, solution, and industry marketing practices; deploy consistent processes and engagement models for these teams across the organisation; and better engage with engineering and sales as part of development of this new strategy.'

Gerard believes that product, solution, and industry marketers are in the ideal position to utilise their technology and vertical knowledge, along with their marketing skills, to improve sales efficiency and effectiveness. IDC also recommends a closer alignment between product marketing and product management in technology organisations.

The results of the study of the product, solution, and industry marketing teams of more than 15 tech marketing leaders, are available in a report which identifies best practices for product marketing.

Headquartered in Framingham, Massachusetts, and based in offices throughout the US and Canada, IDC employs more than 900 analysts. The firm is a subsidiary of media and research company, IDG, and is on the web at www.idc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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