On the road: Zoë Crowder, IDC

Join Rick Currier as he sits down with Zoë Crowder, Group Vice President at IDC’s custom solutions group. Together, they explore the world of market research and IDC, discussing topics such as AI trends, partner marketing strategies, and content creation for lead generation. From  insights on integrating analysts into marketing campaigns to the importance of empathy in sales and marketing, this episode offers engaging conversation filled with practical advice and thought-provoking perspectives.

On the road with Zoe Crowder: insights into IDC directions and market intelligence

In the latest episode of “On the Road,” Rick Currier welcomes Zoe Crowder, Group Vice President of IDC’s Custom Solutions Group, for a deep dive into IDC Directions and the role of market intelligence in shaping business strategies. This engaging conversation offers a blend of personal anecdotes, professional insights, and a closer look at how IDC operates within the broader IDG umbrella.

Navigating the tech landscape with IDC directions

IDC Directions is an annual event designed to provide clients with a comprehensive overview of trends and predictions across various technology markets. As Zoe explains, the event brings together dozens of analysts to share their insights through keynotes and breakout sessions, focusing on a central theme each year. This year, unsurprisingly, the theme was AI, reflecting its growing importance in the tech industry.

“IDC Directions is essentially for our clients,” Zoe notes. “It brings dozens of analysts all together in one place, and we usually focus on a theme. This year it was AI, go figure, kind of a hot topic”​​. This gathering not only offers valuable content but also allows clients to engage directly with analysts, providing a unique opportunity for personalized insights and one-on-one interactions.

The role of custom solutions at IDC

Zoe’s role at IDC is pivotal. Leading the Custom Solutions Group, she and her team tailor research insights to meet the specific needs of clients, helping them plan, market, and sell their products more effectively. “We tailor those research insights and all that analyst insight to help customers with custom needs that either help them plan their business better, market their business better…or sell their products better,” Zoe explains​​.

This approach is akin to consulting, where the Custom Solutions Group collaborates closely with clients to address their unique challenges and goals. This tailored support is particularly vital for IDC’s top accounts, which include some of the largest companies by revenue.

Comparing IDC with other analyst firms

A significant part of the conversation revolves around how IDC differentiates itself from other analyst firms like Gartner and Forrester. Zoe highlights IDC’s extensive network of 1,300 analysts worldwide, who are dedicated to tracking and researching technology markets. This global reach and depth of expertise allow IDC to provide highly detailed and actionable insights.

Rick Currier points out the synergy between IDC and Foundry, a sister company under the IDG umbrella. This close relationship enhances the capabilities of both organizations, allowing them to offer integrated solutions that leverage the strengths of market intelligence and content amplification.

Personal touches and professional insights

The episode is not without its lighter moments. Zoe and Rick share personal anecdotes that offer a glimpse into their personalities and work styles. For instance, Zoe’s preference for Alaskan cruises over Mediterranean ones sparks a humorous debate. “Anything on a boat with bodies of water where I can’t see the land is…a hard no for me. But Alaska, I’m like, okay, you can see the land,” she quips​​.

These personal touches make the podcast relatable and engaging, providing listeners with a well-rounded understanding of the professional landscape while also showcasing the human side of industry leaders.

”Whether you’re, you know, whether you’re in sales, whether you’re in marketing, whether you’re in partner marketing, just view your audience with an empathetic nature.”-Zoe Crowder

Embracing the future with confidence

As the conversation wraps up, Zoe emphasizes the importance of staying ahead in the ever-evolving tech landscape. Events like IDC Directions and the work done by the Custom Solutions Group are crucial in helping businesses navigate these changes. By leveraging IDC’s insights, companies can make informed decisions that drive growth and innovation.

For anyone interested in the intersection of technology, market intelligence, and business strategy, this episode of “On the Road” is a must-listen. Zoe Crowder’s expertise and engaging storytelling provide a wealth of knowledge and inspiration for professionals across the tech industry.

In summary, IDC Directions is more than just an event; it’s a comprehensive resource for understanding and navigating the future of technology. Through tailored insights and a commitment to client success, IDC continues to lead the way in market intelligence, helping businesses thrive in an increasingly complex world.

Zoë Crowder is the Group Vice President, Large Enterprise, Custom Solutions Sales at IDC

About IDC:

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world’s leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com.