Upcoming Events
No Events


Subscribe To Latest Posts

IDC Recommendations for 2011 Plans

There’s a gap between marketing spend and IT vendor revenue in 2010. Spending is a few percentage points behind the revenue growth according to survey responses by marketers at large tech companies. IDC’s Rich Vancil says the difference is greater than it should be and marketers need to address it.

As you plan for 2011, Rich lists key considerations. Watch the video to learn what they are… WATCH HERE

Worldwide PC Microprocessor Unit Shipments and Revenues Rise Modestly in the Third Quarter Compared to the Second Quarter, According to IDC

IDC News Release, 11/11/10

Softness in demand spreads up the PC supply chain in 3Q10

Worldwide PC microprocessor unit shipments and revenues in the third calendar quarter of 2010 (3Q10) increased 2.1% and 2.5%, respectively, compared to 2Q10, according to the latest PC processor study from International Data Corporation (IDC). Compared to 3Q09, worldwide PC microprocessor unit shipments and revenues in the third calendar quarter of 2010 (3Q10) increased 8.6% and 24.1%, respectively.

The average sequential change in unit shipments between a calendar year’s second quarter and its third quarter is an increase of 10.6%. For revenues, the average sequential change is an increase of 9.0%. So, these increases represent lower performance than usual for a third calendar quarter.

Read more

Publishers increasingly see blogs as ad revenue opportunity

BtoB, 11/8/10

Bob Carrigan, president-CEO of IDG Communications, wants to know why most b2b publishers with legacy print products have failed to develop their own online advertising networks around blogs in their industries.

IDG has now operated its own IDG TechNetwork for two years. The network aggregates technology-oriented bloggers and then sells ad space on their sites; it produces about 2 billion impressions a month. In fiscal year 2010, ended Sept. 30, the network saw a 19-fold increase in revenue over its previous fiscal year.

Read more

IDG TechNetwork clicks, but few in b2b media pay attention

Media Business, 10/21/10

Like many b2b media companies, IDG Communications, publisher of Computerworld, is experiencing a boost in revenue. The company’s revenue in fiscal year 2010, ended Sept. 30, was up in double digits over fiscal 2009, said IDG CEO Bob Carrigan, who declined to give specific figures for the private company.

Carrigan credited more than the easy comparison with a recessionary year for IDG’s solid performance. He said the company’s aggressive forays into marketing services and social media consulting have strengthened the business. He’s especially proud of IDG TechNetwork, an online advertising network of 400 third-party technology blogs and websites that the company began assembling more than two years ago.

Read more

Co-opting the bloggers

Media Business, 10/14/10

Forbes.com is experimenting with an innovative, if straightforward, way to generate revenue from blogs.

It’s going to charge the bloggers.

In Forbes.com’s new AdVoices program, bloggers are corporations that will be charged for the privilege of posting blog entries on the Forbes.com site. In a program that is expected to officially debut later this year, Forbes.com hopes to sign five to 10 corporations on a quarterly basis to post blog entries on the site.

“This isn’t advertising,” said Kevin Gentzel, chief revenue officer at Forbes. “This is storytelling. This is thought leadership. This is deeply engaging the user or the reader in a different way.”

Read more

100 Leading Media Companies Revenue Is Seeing Single-Digit Growth This Year Following 2009's 3.8% Decline. So Just Where's the Money?

Ad Age, 9/27/10

Need proof that the media recession is over? Consider this: Reported revenue for the nation’s top media firms climbed 6.1% in the first half of 2010, according to Ad Age’s analysis. First-half measured ad spending rose 5.7%, with gains in every sector except newspapers, according to Kantar, and media employment shows signs of stabilizing.

What a far cry from 2009: Net U.S. media revenue for the 100 Leading Media Companies fell 3.8% last year, the first decline since Ad Age began ranking media firms in 1981.

Read more

IDG's Carrigan Talks Strategy, Innovation at Virtual Conference

Publishing Executive, 9/24/10

Bob Carrigan , CEO of IDG Communications Worldwide, provided a detailed and insightful overview of his company’s innovative revenue strategies during the morning keynote at the Publishing Business Virtual Conference and Expo, held September 16.

Moderated by GIE Media’s Chris Foster , Carrigan’s keynote ranged over IDG’s evolving approach to multi-platform content delivery and successful build out of an internal ad network and social media marketing plan, among many other topics.

Read more

CMO Survey reveals marketer optimism Budgets expected to grow 9.2%

BtoB, 9/13/10

Marketing executives are more optimistic about their current revenue prospects than they are about the state of the U.S. economy, according to the August 2010 CMO Survey, conducted by the Fuqua School of Business at Duke University and the American Marketing Association.

The most recent version of the study, which is conducted twice a year, was based on an online survey of 574 senior marketing executives fielded between July 27 and Aug. 18.

When asked how optimistic they were about the U.S. economy compared with the previous quarter, only 35.2% said they were more optimistic. That was down significantly from February’s survey, when 62.1% said they were more optimistic, and from the year-earlier survey, when 59% indicated they were more optimistic.

Read more

Marketing services drive B2B publisher growth, study finds

eMedia Vitals, 8/19/10

Business-to-business publishers that excel at marketing services are outperforming their competition, according to a new research from American Business Media, Booz & Company and the Association of National Advertisers.

ABM members that provide marketing services saw more revenue growth from 2007 to 2008 than those who didn’t. And B2B marketers and media buyers are looking to put more dollars into marketing services.

The B-to-B Marketing Leadership survey (a summary is available here for ABM members), conducted last quarter, drew responses from 132 marketing executives across most major industries. The study rated the marketers in two categories of marketing: “foundational” (event marketing, direct marketing, customer training and development, and sales and marketing collateral) and “leading edge” (data/lead management, customer insights, multi-platform media campaigns, and post sales engagement).

Read more

Channel Marketing Automation – When CRM is not Enough

Gerald Murray Channel Marketing Automation – When CRM is not Enough
Gerald Murray, Research Manager, CMO Advisory Service


Whether you pursue a lead through direct sales or a partner it doesn’t really matter how you get the lead. But what happens next? With your direct sales, you track the nurturing process as the lead develops into an opportunity. You measure your sales reps by the number of meetings they get, the deals they close. You may even have a closed loop reporting process that shows the efficiency of your marketing and sales funnel.

With your partners, your lead gets passed off and … then what? Does the partner accept the lead? Do they follow up? Do their marketing outreach programs conform to your policies and expectations? How much time and how many touches does it take them to close? How do you decide which partner is qualified for which leads? How do you efficiently identify the productive partners, those that need encouragement and those that should be dropped?

Multi-Billion Dollar Channel Management Questions

These are critical questions that have a tremendous impact on businesses with significant indirect revenue. A recent IDC study of large IT companies found that on average channel revenue was $2.4B. It was generated by 34 channel marketing staff managing 8,500 active partners. That equates to $45 million of revenue per channel marketing staff member but only $1.2 million per partner. The dirty little secret – there are also on average approximately 19,000 inactive partners!

IDC Channel Management slide Channel Marketing Automation – When CRM is not Enough
Source: IDC’s 2010 Best Practices Study in Channel Marketing (n=13)

A Better Way

Your CRM and SFA are not going to answer any of the critical channel management questions – although many companies think their CRM system is where they should be “managing partners”. In fact, a partner management system fulfills a role more like an SFA – it tracks all the activity that occurs after the lead is generated. It should also facilitate the process of lead distribution – managing all the partner credentials and accreditations need to qualify for a particular lead. Then there’s deal registration where the partners accept the lead so that it is not poached by another partner or … ahem … the direct sales force. And when you consider some of the other requirements of partner management, the CRM fallacy becomes clear:

  • Recruitment and on-boarding
  • Training and development
  • Business Planning and Reporting
  • Compensation and Incentive program management
  • Marketing and Sales support

Are these capabilities that your CRM can provide? Your SFA? Would you even want them to? The answers should be no, no, and no. Don’t be thrown off by that last bullet – the marketing and sales outreach your partners require is very different than the corporate outreach that marketing operations is doing. They rebrand, reschedule, embed, and otherwise repurpose marketing content, making a direct translation from corporate marketing to partner marketing wholly inappropriate.

If you have (or want to have) a significant amount of revenue going through the channel, you need a dedicated partner relationship management (PRM) system to automate more than just marketing and sales activities. Don’t look to your CRM, SFA, or even the newer marketing automation vendors to provide you with the full set of capabilities necessary to effectively manage channels. Those solutions are focused on a very different set of requirements. They may have slideware and inch deep functionality, but that’s typically it. Do ask about integrating a PRM with these systems as reporting should roll up easily across direct and indirect sales.

A number of key capabilities to consider when implementing a platform channel marketing automation:

  • Manage partner profiles and contacts
  • Deliver and track training, certifications, etc.
  • Set business rules for lead distribution
  • Handle deal registration
  • Provide a single system of record for partner and channel management
  • Provide detailed performance reporting (12-month rolling review)
  • Track partner outreach campaigns
  • Manage market development funds (MDF) and co-op spend

With these issues on the table, it should be clear that automating channel marketing requires a dedicated, purpose-built solution. It will be costly and painful and meet substantially lower expectations otherwise.