Non-members: Click here to review a complimentary excerpt from "Global Marketing in the Measurement and Instrumentation Sector: Roles and Resources"
Companies operating in the instrumentation and measurement sector face a number of marketing challenges. The complexity of the products, the quick growth of the market and the ever-changing regulatory landscape are forcing marketing organizations in this sector to adapt and evolve in order to maintain growth.
Best Practices, LLC conducted this research study to gather benchmarking data to help marketing leaders in instrumentation and measurement organizations better navigate the global economy. In particular, the study examines the structure of the marketing function, reporting relationships, staffing, budgeting, training and CRM. The insights and benchmarks in this study will help marketing leaders determine which activities fall under the purview of the marketing function and the optimal allocation of marketing resources across markets, products and services.
- Executive Summary
- Structure, Reporting Relationships, Roles & Responsibilities
- Marketing Resource Levels & Allocation
SAMPLE KEY METRICS
- Does your company have a head of marketing who is only responsible for marketing?
- Role of person that the head of marketing reports
- How is the marketing function structured in your organization?
- What are the marketing leadership roles in your company?
- Identify the roles and responsibilities that are part of marketing at your company
- Do you have product managers and where do they report?
- Which activities do your product managers perform?
- Do you have market segment/vertical market managers?
- Which activities are your market segment/vertical market managers responsible for?
- What was your organization's total marketing budget
- How do you expect the number of marketing FTEs to change over the next three years?
- Estimate the allocation of marketing FTEs by region they support
- Estimate the percentage of your marketing budget allocation by region
SAMPLE KEY FINDINGS
- Centralized Teams Are Focused Mostly on Strategic Marketing; Decentralized Focus on Sales & Services Both Teams Are Responsible for Development and Execution of Product Strategy
- At a Majority of Companies, Product Manager Has Input on Most Marketing Activities. Product Marketing Managers Tend To Work on Promotional and Distribution Strategies.
Best Practices, LLC engaged 7 marketing leaders at 7 companies through a benchmarking survey instrument and interviews. Research participants work in such functions as product marketing, global marketing, field marketing, digital marketing, marketing communications, field application and marketing program.