Marketers in the ICT industry face an ongoing challenge to convert the complexity of technology into straightforward marketing messages.

Speaking at an AIIA Marketing Forum on Friday 8 July, three ICT business leaders told a large Sydney audience that despite the sophistication of their products and services, marketers must keep their messages simple. “Do fewer things and do them better,” advised Microsoft Australia’s Managing Director, Steve Vamos.

AIIA’s recent Marketing Forum opened the floor to three leaders in the ICT industry, who revealed just what CEOs want from their marketing teams.

For Steve Vamos, concise communication of value proposition is a must for all marketers. “Marketing is a fundamental business process, but CEOs want to know that their marketing teams can clearly articulate their company’s value proposition,” he said.

“CEOs want to know that their marketing teams can clearly articulate their company’s value proposition,” said Microsoft Australia’s Managing Director, Steve Vamos.

“Marketers must align all the company’s diverse goals into one coherent message and delivery platform,” said Gary O’Brien, Citrix’s Area Vice President (Australia/New Zealand). “CEOs understand that marketing is a process of learning and experience, and one that requires continual education and reinforcement. However, that doesn’t mean they don’t expect absolute accountability, and a marketing team that can understand and interpret changes in the marketplace as the business grows.”

Philip Cronin, General Manager of Intel Australia turned his attention to branding, suggesting that ‘brand is the rising tide which floats all boats’.

“CEOs in our industry require maximum return on investment,” said Philip Cronin, General Manager of Intel Australia.

“It’s crucial that my marketing team balances the ‘brand versus demand’ agenda,” Cronin explained, telling the audience that while CEOs recognise that the marketing cycle is at least twice as long as the sales cycle, that doesn’t mean they don’t expect a return on investment. “CEOs in our industry require ‘MROI’,” Cronin advised, “That’s Maximum Return On Investment.”

“Today, we’ve heard three variations on the same theme,” observed MC Mike Lafford, Group Vice President of Global Research Operations for Gartner. “When it all works well, there’s absolutely no question of the value of the marketing department. However, there must be a high level of alignment and integration with other business units, and the overall objectives of the business must be fully understood.”

“However, each of today’s speakers has expressed an element of frustration,” Mr Lafford continued. “Unsurprisingly, CEOs want to see appropriate measures, validated marketing plans and a good return on investment. But they’ve told us that it is quite rare to get all the boxes ticked.

AIIA hosts regular Marketing Forums across Australia, providing a rare opportunity for marketing professionals in the ICT industry to exchange information, gain useful benchmarks and network with others who share similar challenges.

While there are a number of direct marketing forums available for marketing professionals, AIIA’s Marketing Forum event series is unique, focusing on high-tech and business-to-business marketing.

Attending AIIA’s Marketing Forum can reap a real return on investment. Don’t miss AIIA’s next Marketing Forum in Melbourne on Thursday 28 July, when three leading marketing specialists will share the systems and strategies that can build international businesses.

Mark the following Marketing Forums in your diary:

NSW Marketing Forum: Friday, 16 September 2005
How do you cut through the clutter to get your message heard in the ICT marketplace?

QLD Marketing Forum: Tuesday, 11 October 2005
Addressing ICT Marketing and Communication Challenges in 2006 and Beyond.

NSW Marketing Forum: Thursday, 24 November 2005
Marketing metrics will be put under the microscope, as three marketing specialists examine the key measures of marketing success.

Victorian Marketing Forum: Friday, 25 November 2005
Measuring the Value of Marketing.

AIIA’s Marketing Forums are proudly supported by Gartner