Advanced Search

Save Or Share This Report

For B2B Marketing Professionals

The Pipeline Is Less Than Half Empty

Tech Marketing's Contribution To Revenue Opportunity Is Underwhelming

August 2, 2011

Primary author headshot

Authors

Why Read This Report

Technology sales and product groups routinely besiege tech marketing professionals to justify budgets, programs, and T-shirt designs. Tech marketers typically respond with a slew of marketing activity metrics, each purporting to demonstrate marketing's contribution to the business. However, on the basis of one straightforward marketing metric — marketing-sourced pipeline — the simple truth is that tech marketing's contribution is underwhelming. Data from Forrester's Q1 2011 North American B2B Technology Marketing Tactics And Benchmarks Online Survey, compiled from interviews with nearly 140 senior tech marketers at global technology companies, tells the story: Tech marketers must adopt new approaches to engage customers if they're going to increase their business contribution, drive market success, and start leading tech companies from the front instead of in sale's slipstream.

Tags

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Tools And Templates

Best Practice Assessments

best practices icon
  • Tech Marketing Tactics And Benchmarks Survey Demographics

Recommended Research