The Changing Relationships Between Marketers and Agencies

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

IDC Executive Advisory Group

Rich Vancil and Joseph A. Ferrantino

IDC, May 2010

Tech marketers are re-examining how they select, work with, and compensate agencies, according to IDC’s CMO Advisory service. No longer is it enough to simply reduce costs.

In a recent survey, IDC found that more than a third of a company’s marketing budget goes to outsourced programs. With such a significant percentage, IDC has identified a handful of key considerations from agency selection to ongoing performance measurement and compensation. To steer your organization in the right direction, click here to learn about some more best practices.

Download a free abstract here.

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