IDC’s 2008 Marketing Performance Matrix Identifies Avaya, Citrix, HP, Nortel, and Sun as Innovators in Tech Marketing Leadership ; IDC Provides Executive-Level Insight Into What Makes the Technology Industry’s Best-in-Class CMOs Successful

FRAMINGHAM, MA – JULY 31, 2008 – IDC's CMO Advisory Practice today released the third annual results of its Marketing Performance Matrix(SM), which identifies marketing leaders by drawing a direct correlation between a company's internal marketing operational efficiency and its effectiveness in marketplace execution. The Matrix indicates the relative position of tech marketers along two dimensions: efficiency of internal operations, and effectiveness or proof of results. IDC identified several companies within the marketing leadership quadrant of the Marketing Performance Matrix, including Avaya, Citrix, HP, Nortel, and Sun Microsystems.

"The presence of these innovative and resourceful CMOs in IDC's Leadership Quadrant of the Marketing Performance Matrix demonstrates the potential return on investment for improved operational excellence," states Michael Gerard, vice president of Research for IDC's CMO Advisory Practice. "And with an industry high average tenure of three and a half years, these CMOs have not only demonstrated their ability to survive, but have also demonstrated the importance of longer CMO tenures to enable time for greater achievements."

Leveraging the Marketing Performance Matrix and deep qualitative analysis of marketing operations best practices, IDC identifies the key success factors that are imperative for the long-term success of a marketing organization, providing the foundation for CMOs to drive innovation across their organization:

* Gain the trust of your CEO, CFO, and Sales executives;

* Stop doing more with less (i.e., stop the cycle of continuing to expand your number of activities with less money and staff, and aim for quality and impact from a fewer number of marketing campaigns); and

* Leverage a strong, senior marketing team in the regions to stay close to the customer and improve your team's agility and reaction to market and competitive shifts.

The more tactical elements of accomplishing these objectives are provided in the new report, Marketing Performance Matrix 2008: Innovation in Technology CMO's Leadership (Doc #212922). The report includes executive-level insight and data analysis as well as case studies based upon interviews with the CMOs of Avaya, Citrix, HP, Nortel, and Sun.

To purchase this document or to inquire about becoming a client of IDC's CMO Advisory Service, call IDC's Sales hotline at 508-988-7988 or email

About IDC

IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps business executives, IT professionals, and the investment community make fact-based decisions on business strategy and technology purchases. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 44 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting

About IDC's CMO Advisory Practice

The CMO Advisory Practice provides IT marketing executives with the industry's most respected marketing benchmarks, research-based advice, and peer-networking, to strengthen planning, operational, and market-execution decisions.

The CMO Advisory Practice is a part of IDC’s Executive Advisory Group which provides Sales, Marketing and Market Intelligence executives with critical insights and research-based information to plan investments, prepare operations, mobilize resources, and measure results. Members also access the collective knowledge of peer-level managers to gain the insights of fellow practitioners.