Trends Report

2011 Demand Management Budget Trends

Spending Optimism Must Be Balanced With Performance Improvement

February 1st, 2011
AP
Andre Pino
With contributors:
Peter O'Neill , Sophia I. Vargas , Zachary Reiss-Davis

Summary

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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