IDC's 2008 Marketing Performance Matrix Identifies Sun as Innovators in Tech Marketing Leadership

Published August 12th, 2008 - 11:54 GMT

IDC's 2008 Marketing Performance Matrix Identifies Sun as Innovators in Tech Marketing Leadership


IDC's CMO Advisory Practice has 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 have identified Sun Microsystems along with several companies within the marketing leadership quadrant of the Marketing Performance Matrix, including Avaya, Citrix, HP, and Nortel. 

Deena Habib, Marketing Manager for Sun Microsystems MENA explains: “From a marketing perspective, our strategy has always been to show clear return on investment. While we are delighted to be included within the marketing leadership quadrant by IDC, we aim to continue to drive our current strategy for FY09. Being part of the emerging markets means that Sun gets added investment and resources to take the Sun brand higher. This will eventually drive more business through penetrating into new market segments. Sun continues to extend support and enable our partners, which we consider to be our extended sales team, and ensure that consistent messaging.”

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.


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