The continuing ‘tech marketing transformation’—outlook for 2012
BtoB
Tech marketing organizations have been in a snow-globe swirl of re-organization, budgetary upheaval and operational transformation over the past two years. IDC expects some of this volatility will settle down a bit as we work our way through 2012 and beyond.
This does not mean that the “tech marketing transformation” will not continue to sweep through organizations. It means that living with transformational change and embracing it is now the new reality. But it will not rock the marketing organization with the “shock factor” of recent periods.