For Sales Enablement Professionals

2011 Demand Management Budget Trends

Spending Optimism Must Be Balanced With Performance Improvement

Why Read This Report

Tech marketers continue to place demand management as their primary objective with lead origination high on their spending plans for 2011. Yet they face a perfect storm as recessionary business pressures, demands for more sales pipeline and greater accountability result in closer scrutiny on their demand management budgets and return-on-investment numbers. In order to optimize investments and keep pace with market leaders, Forrester recommends that marketers upgrade analytical skills and institute a continuous improvement approach to demand management.
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TABLE OF CONTENTS

  • Technology Marketing Budgets Are Expected To Rise
  • Demand Management Continues To Be A Budget Priority
  • Improving Demand Management Effectiveness
  • RECOMMENDATIONS

    Optimize — Don't Maximize — Demand Management Budgets
  • WHAT IT MEANS

    Tech Marketing Can Benefit From An Optimization Approach
  • Supplemental Material
  • Related Research Documents