target audience: TECH BUYER  Publication date: Dec 2022 - Document type: IDC Perspective - Doc  Document number: # US49384923

Marketing Investment Planner for 2023: Executive Summary

By:  Laurie Buczek

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Table of Contents


  • Executive Snapshot

    • Figure: Executive Snapshot: Marketing Investment Planner for 2023 — Executive Summary

  • Situation Overview

    • Key Findings

    • Planning During a Time of Uncertainty

    • Figure: Year-on-Year Company Revenue Growth Compared with Marketing Investment Change, 2014–2022

    • Staffing Investment Returns to "Normal" Levels

    • Figure: Program-to-People Ratio, 2016–2022

    • Figure: Staff Budget Year-Over-Year Change, 2015–2022

    • Are Tech Marketers Still Pulling Creative and Brand In-House?

    • Figure: In-Housing Creative and Brand Services Has Plateaued

    • Precision Marketing Program Strategies See Investment Gains

    • Figure: Precision Marketing Program Strategies See Investment Gains

    • The Marketing Mix Continues Shifting to Serve the Digital-First Buyer

    • Figure: Marketing Program Investment

    • Marketing Staffing Reflects Marketing's Next Era

    • Figure: Staffing Reflects Marketing's Next Era

    • Additional Marketing Investment and Organizational Data Available

  • Advice for the Technology Buyer

  • Learn More

    • Related Research

    • Synopsis