IDC Brings Successful Marketing Performance Measurement Summit for Business-to-Business Marketers to California and New York in 2006

FRAMINGHAM, MA – NOVEMBER 8, 2005 – More than 160 industry executives joined IDC earlier this year for the inaugural event designed to help marketers make progress on the difficult issue of marketing performance measurement. Based on feedback from this year's attendees, the 2006 Summit has been expanded to two coasts, scheduled for January 19, 2006 in Santa Clara, California and April 19, 2006 in New York City.

Designed for senior marketing professionals in business-to-business markets, this interactive summit offers attendees best practices for: deciding what to measure; adopting appropriate metrics; and reporting to demonstrate value and justify budgets. The conference combines IDC CMO Advisory Research covering trends in marketing accountability, measurement, and the quest for ROI in the technology sector. The program also features practitioner perspectives from other B2B sectors on strategies for marketing performance measurement, complemented by insight on discussing metrics and measures with finance – from finance executives.

The Summit's comprehensive coverage includes:

— CMOs discussing their Top 3 areas of focus in an interactive panel format.

— CFO, Controller, and Strategic Planning professionals offer their views on linking finance and marketing metrics.

— A firsthand account of the challenges encountered and rewards gained by adopting a process for aligning sales and marketing.

— Multiple B2B advertising ROI models to consider.

— Assessing marketing productivity when selling through customers — a challenge unique to the business-to-business sector.

— Results achieved by formalizing a systematic approach to event selection and measuring desired outcomes.

— Facilitated discussion groups on consumer-generated media, sales and marketing program budgeting, and retention marketing.

Sponsors and Partners of the IDC Marketing Performance Measurement Summit include Cymphony, Aquent Marketing Staffing, the Business Marketing Association, Women in Technology International, CMO Magazine and The Wall Street Journal.

For more information or to register for the conference, please visit IDC's website:

January 19 Summit:

April 19 Summit: .

To find out about summit sponsorship opportunities, please contact Mary Connell at 508-935-4587 or email

Complimentary press passes are available for qualified journalists. To request a press pass, please contact Dana Basilone at 508-988-6891 or

About IDC

IDC is the premier global market intelligence and advisory firm in the information technology and telecommunications industries. We analyze and predict technology trends so that our clients can make strategic, fact-based decisions on IT purchases and business strategy. Over 700 IDC analysts in 50 countries provide local expertise and insights on technology markets. Business executives and IT managers have relied for 40 years on our advice to make decisions that contribute to the success of their organizations.

IDC is a division of IDG, the world's leading technology media, research, and events company. Additional information can be found at

All product and company names may be trademarks or registered trademarks of their respective holders.