IDC's 2008 Marketing Performance Matrix Identifies Avaya, Citrix, HP, Nortel, and...

IDC's 2008 Marketing Performance Matrix Identifies Avaya, Citrix, HP, Nortel, and Sun as Innovators in Tech Marketing Leadership

IDC Provides Executive-Level Insight Into What Makes the
Technology Industry's Best-in-Class CMOs Successful
FRAMINGHAM, Mass.--(Business Wire)--
IDC's CMO Advisory Practice today released the third annual
results of its Marketing Performance Matrix(SM), which identifies
marketing leaders by drawing a direct correlation between a company's
internal marketing operational efficiency and its effectiveness in
marketplace execution. The Matrix indicates the relative position of
tech marketers along two dimensions: efficiency of internal
operations, and effectiveness or proof of results. IDC identified
several companies within the marketing leadership quadrant of the
Marketing Performance Matrix, including Avaya, Citrix, HP, Nortel, and
Sun Microsystems.

"The presence of these innovative and resourceful CMOs in IDC's
Leadership Quadrant of the Marketing Performance Matrix demonstrates
the potential return on investment for improved operational
excellence," states Michael Gerard, vice president of Research for
IDC's CMO Advisory Practice. "And with an industry high average tenure
of three and a half years, these CMOs have not only demonstrated their
ability to survive, but have also demonstrated the importance of
longer CMO tenures to enable time for greater achievements."

Leveraging the Marketing Performance Matrix and deep qualitative
analysis of marketing operations best practices, IDC identifies the
key success factors that are imperative for the long-term success of a
marketing organization, providing the foundation for CMOs to drive
innovation across their organization:

-- Gain the trust of your CEO, CFO, and Sales executives;

-- Stop doing more with less (i.e., stop the cycle of continuing
to expand your number of activities with less money and staff,
and aim for quality and impact from a fewer number of
marketing campaigns); and

-- Leverage a strong, senior marketing team in the regions to
stay close to the customer and improve your team's agility and
reaction to market and competitive shifts.

The more tactical elements of accomplishing these objectives are
provided in the new report, Marketing Performance Matrix 2008:
Innovation in Technology CMO's Leadership (Doc #212922). The report
includes executive-level insight and data analysis as well as case
studies based upon interviews with the CMOs of Avaya, Citrix, HP,
Nortel, and Sun.

To purchase this document or to inquire about becoming a client of
IDC's CMO Advisory Service, call IDC's Sales hotline at 508-988-7988
or email sales@idc.com.

About IDC

IDC is the premier global provider of market intelligence,
advisory services, and events for the information technology,
telecommunications, and consumer technology markets. IDC helps
business executives, IT professionals, and the investment community
make fact-based decisions on business strategy and technology
purchases. More than 1,000 IDC analysts provide global, regional, and
local expertise on technology and industry opportunities and trends in
over 110 countries. For more than 44 years, IDC has provided strategic
insights to help our clients achieve their key business objectives.
IDC is a subsidiary of IDG, the world's leading technology media,
research, and events company. You can learn more about IDC by visiting
www.idc.com.

About IDC's CMO Advisory Practice

The CMO Advisory Practice provides IT marketing executives with
the industry's most respected marketing benchmarks, research-based
advice, and peer-networking, to strengthen planning, operational, and
market-execution decisions.

The CMO Advisory Practice is a part of IDC's Executive Advisory
Group which provides Sales, Marketing and Market Intelligence
executives with critical insights and research-based information to
plan investments, prepare operations, mobilize resources, and measure
results. Members also access the collective knowledge of peer-level
managers to gain the insights of fellow practitioners.

IDC
Michael Gerard, 508-988-6758
mgerard@idc.com
or
Michelle Blondin, 508-988-7579
mblondin@idc.com

Copyright Business Wire 2008