BearingPoint & WiPro win marketing metrics awards
BearingPoint and WiPro Technologies were the recipients of the first IDC 'CMO Best Practices' awards for marketing measurement and metrics. Their entries, outlining best practices for measuring the impact of marketing programmes, were selected from a range of technology marketing vendors across the IT software, hardware, and services sectors.
"These awards are designed to help technology marketing executives to more effectively deploy their marketing programmes by providing insights from the successful practices of their peers," said Rich Vancil, vice president of IDC's CMO advisory research service. "We are excited to be the conduit to exchange marketing best practices, and look forward to publishing the BearingPoint and WiPro Technologies entries as part of our CMO advisory service."
BearingPoint's system The winning entry from US-based business consulting and systems integration firm, BearingPoint, outlines an 'integrated marketing scorecard' that turns campaign results into an overall marketing score, also allowing senior management to drill down for the campaign's fine detail. The dynamic scorecard incorporates a set of metrics across pre-defined categories, and is highly responsive to changes in the business. It employs both hard and soft metrics from internal and external sources to give a better picture of marketing effectiveness.
WiPro's system The IT services and consulting firm, WiPro Technologies, outlined its 'integrated lead generation programme', which is a closed-loop 'demand generation' strategy that supports the company's ambitious growth rates. Through processes and systems that offer the sought-after 360-degree view of each customer, the system uses a combination of marketing 'pull' and 'push' media to bring customers closer to purchase and loyalty. According to WiPro, the programme has already paid rich dividends including extended brand reach, increased sales leads and lead conversion, shorter sales cycles, and an improved return on marketing investment.
The IDC CMO Advisory Panel is an independent and external body of technology marketing experts who objectively rank quantifiable business results for each entrant. Both winning Marketing Measurement Best Practice case studies will be published in January 2004.