Marketing Essentials: Who Owns Marketing Activities? Technology Company Responsibilities, 2009

ID Number: G00165517

10 March 2009

Richard Fouts Laura McLellan Christine Adams Tom Eid Bob Johnson Eric Goodness Jeffrey Hewitt

A new survey reveals how IT providers are evolving their allocation of responsibilities and accountabilities to marketing. Survey respondents indicate that many marketing activities are migrating to organizations outside of corporate marketing, such as to global product teams and field marketing.

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Table of Contents

Overview

Key Findings

Recommendations

Survey Objective and Methodology

Data Insights: Who Owns Responsibility for Marketing-Related Activities

Activities for Which Marketing Has Primary Responsibility

Who Owns Responsibility if Marketing Does Not

Where the Marketing Budget Resides Varies

Sector-Specific Insight for IT Services Providers

Sector-Specific Insight for Hardware Providers

Sector-Specific Insight for Software Providers

Sector-Specific Insight for Telecommunications Providers

Sector-Specific Insight for IT Semiconductor Companies

Methodology and Sample

Respondent Demographics

Definitions and Acronyms

Managing Customers and Markets
Technology, Services and Telecommunications Business Strategies
Business Applications Business Strategies
Communications Equipment Strategies and Positioning
Communications Services Strategies and Positioning
Hardware Business Strategies
IT Services Business Strategies
Software Infrastructure Business Strategies

© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Resource Id: 909812