27 Jun

What is on the Mind of Technology Marketing Leaders?

Gerry Brown Research Director Read full bio  @gerrybrown Last week IDC hosted, 22 tech industry marketing leaders at our annual CMO Advisory council dinner in London.  The topics up for discussion were IDC’s latest research and thought-leadership ideas in the areas of content marketing, customer experience, and customer data management.

17 Jan

Do You Know How to Make Account Based Marketing Succeed?

Lisa Borthwick Go-to-Market specialist, European Custom Solutions LinkedIn profile IDC predicts that by 2020, 1 in 5 marketers will abandon the traditional funnel for a buyer-centric approach. The funnel belongs to the 20th century.  Back then, buyers were ignorant about their choices and sellers knew little about the needs and preferences of their prospective customers. 

08 Aug

What is Sales Enablement? – Part 2: Analytics Enablement

Thomas Barrieau Director, Sales Enablement Practice Read full bio  @tbarrieau In my last post I laid out IDC’s original definition of sales enablement (i.e., “putting the right information into the hands of the right sales professional at the right time, in the right place, and in the right format to move a specific sales opportunity forward.”) and discussed some […]

19 Jul

1.0 : What is sales enablement?

Thomas Barrieau Director, Sales Enablement Practice Read full bio  @tbarrieau When Lee Levitt and I wrote IDC’s definition of sales enablement in 2009, it was a new term that would have yielded a lean set of results in response to a web query. Today, sales enablement has become a critical cornerstone of sales productivity (see […]