IDC's CMO Advisory Practice recently 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 latest matrix report ranks Avaya, Citrix, HP, Nortel, and Sun Microsystems as leading innovators in technology marketing and reveals key success factors for best-in-class CMOs.

"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," said

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)
• 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 IDC 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.

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