Cisco Systems and Tektronix Receive IDC CMO Best Practices Awards for Marketing Dashboard Development

FRAMINGHAM, MA – March 16, 2005 – The IDC CMO Advisory Service today announced that Cisco Systems and Tektronix are the recipients of IDC's CMO Best Practices Awards for Marketing Dashboard Development. The entries for Cisco and Tektronix outline the processes used to develop a successful marketing dashboard, and were selected as the winners by the CMO Advisory research team from nominations submitted by technology marketing vendors across the IT industry.

"Marketing dashboard development is on the top of the 'to-do' list of virtually every major technology marketing organization," said Rich Vancil, vice president of IDC's CMO Advisory Research Service. "IDC congratulates Cisco and Tektronix on their leadership in this area, and expresses our appreciation for sharing their successful marketing practices."

The winning entry from San Jose, Calif.-based Cisco Systems (CSCO), was submitted by Denise Peck, vice president of Marketing Operations. Peck worked with Cisco CMO James Richardson to develop a marketing dashboard that includes several key leading indicators, such as image and brand perception, lead generation, employee retention, and customer satisfaction. "While it is very common to have a dashboard that is a report of past or lagging indicators, Cisco has avoided the common pitfall of having the dashboard act more as a rearview mirror rather than a window to the future," said Michael Gerard, research director for IDC's CMO Advisory Service.

The winning entry from Portland, Ore.-based Tektronix (TEK), was submitted by Martyn Etherington, vice president, Worldwide Marketing. Etherington's winning nomination outlined how the Tektronix marketing team worked with internal and external stakeholders to determine which metrics to include and how to validate the accuracy of the metrics, rather than focusing on the IT solution or platform for the dashboard. "Marketers should spend a majority of their dashboard development efforts on process and data accuracy issues versus technology-selection issues," explained Michael Gerard.

The CMO Best Practices awards are designed to help technology marketing executives more effectively deploy their marketing programs by providing insights from the successful practices of their peers. "Each of our winners has developed a highly successful methodology for developing a marketing dashboard that is used extensively by senior executives within their companies," stated Michael Gerard. The CMO Advisory regularly surveys over 100 of the leading IT vendors to track marketing trends, priorities, investment and resource allocation decisions, and best practices.

The winning case studies will be published in the forthcoming report, titled Best Practices Winners in Marketing Dashboard Development: Cisco Systems, Inc. and Tektronix.

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