Marketing budgets decreased for first time since 2002

6,000 tech marketing jobs lost in 2009

A total of 6,000 technology marketing jobs will have been lost by the end of this year, according to research.

The IDC CMO Advisory Practice projects that IT vendor marketing budgets will drop by 8.3 per cent for the full year 2009 – the first year-on-year decrease in marketing spend since 2002.

"Most marketing departments remain adequately funded – even with these recession-led budget cuts. The problem is, many funds and activities aren’t in the right place, Richard Vancil, vice president of IDC’s Executive Advisory Group, said. “It’s our observation that the best CMOs and marketing leaders are still making progress this year, and they are doing so through re-direction and re-deployment of existing budgets. They are moving money from product-line marketing to streamlined thematic campaigns. They are creating more shared services that remove redundancy in complex marketing organisations."

According to the study, over 70 per cent of chief marketing officers said that their departments had experienced "significant organisational change" during 2009, and IDC believes a total of 6,000 jobs will be lost in the tech marketing sphere by the end of the year.

"In 2009, at many companies, we are seeing the creation of a more unified sales and marketing organisation. In some cases, global marketing and sales are now organizationally united under one executive with the title of ‘Chief Sales and Marketing Officer’ or ‘SVP of WW Field Operations’," Vancil said.

The IDC research was based on surveys and interviews with senior marketing executives at leading IT vendors, including Adobe, Cisco, HP, IBM, Intel, SAP, Symantec, and Xerox.

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