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Mobile technology and the advent of tablets and smartphones have transformed whole industries and are changing customer behavior in ways that impact marketers around the globe. More than just another channel, mobile is digital and social at the same time. It’s making the quest for marketers...   Report Details

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The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. Building on the findings of our studies in 2012 and 2013, this research seeks to...   Report Details

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The CMO Council partnered with Tealium to lead a targeted outreach effort to engage its members in qualitative and quantitative conversations around the economics and benefits of unifying marketing technologies and data. These findings resulted in a credible body of knowledge that  amplify t...   Report Details

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How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a...   Report Details

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A Report on the Strategic Value of Business Alliances and Compatible Partner Matching More than ever, businesses must rely on strategic partnering to grow revenue, acquire customers, expand market reach and innovate products, services and customer experiences. But many are struggling to get it ri...   Report Details

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The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business cas...   Report Details

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The Chief Marketing Officer (CMO) Council’s new “CMO Compensation Report”—now available for $99—tells all you need to know about chief marketer compensation, with 36 pages of analytics and insights drawn from a survey of 345 chief marketers around the world....   Report Details

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In this age of the customer-defined experience, language and how we present content to our customers can mean the difference between rejection and transaction. While much focus has been placed on the channels through which content can be delivered, less attention has been paid to the globalizatio...   Report Details

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Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda an...   Report Details

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With international marketers readying for the upcoming FIFA World Cup, the Global Advertising Lawyers Alliance (GALA) has released Ambush Marketing: A Global Legal Perspective, which summarizes laws and other rules governing ambush marketing in 52 countries around the world. Ambush marketing, a c...   Report Details

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This is the second white paper in a four-part best-practice series by the Chief Marketing Officer (CMO) Council, which will cover a range of marketing imperatives, such as capitalizing on big data, mobile relationship marketing, leaders in loyalty and CMO/CIO alignment. The ...   Report Details

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The Content ROI Center and the Chief Marketing Officer (CMO) Council have partnered with NetLine on a new research study—entitled “The Content Connection to Vendor Selection”—aimed at determining content’s role in influencing B2B buy...   Report Details

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Using traditional advertising to engage and activate an audience is rapidly being eclipsed by the pervasive nature of digital channels, social media networks and  mobile device dependency. As market pressures increase and margins erode, the commitment to operational excellence and back-end effic...   Report Details

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Social media represents an important marketing frontier for the automotive industry. Ninety-four percent of millennial car buyers—the industry’s largest and fastest-growing demographic—gather information online, and 38 percent of consumers say they will consult social media in making their ...   Report Details

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The CMO Council announces its first white paper in a four-part series, titled “Best Practices in Big Data and Engagement: Capitalizing on Big Data Opportunities,” which looks at how leading brands are turning big data into actionable customer insights and ...   Report Details

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Small to medium-sized businesses (those under 500 employees) account for about $5 trillion in U.S. GDP, as much as the big corporate market. Enterprise marketers invest billions in trying to reach, engage, serve and support the SMB customer. Too often, these brands are frustrated with the outcome...   Report Details

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The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. Building on the findings of our study in 2012, this research seeks to identify w...   Report Details

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The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific and Japan, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. This research seeks to identify how marketers are progressing in their...   Report Details

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As the demand for real-time customer intelligence increases, marketing is facing pressure to incorporate the tools and systems needed to glean the right insights from customer data in order to effectively support the sales process. However, research highlighted in the CMO Council’s latest repor...   Report Details

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McKinsey Institute research predicts that the share of Fortune Global 500 companies based in emerging markets will exceed 45 percent by 2025, up from just 17 percent in 2000. What is making these new contenders successful and which countries of the world are likely to benefit the most from the gl...   Report Details

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The demand for a marketing intelligence engine that can aggregate data and deliver the facts marketers need to create more engaging customer experiences has never been greater. Marketers must reach their customers with real-time, relevant messages through the customers’ preferred channels to me...   Report Details

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BtoB marketing organizations need to dramatically improve their capacity to generate and deliver trusted, customer-relevant and strategically unified content across a multiplicity of digital channels, formats and device types.  Unfortunately, vendor content too frequently lacks value and trustwo...   Report Details

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The CMO Council’s cooperative thought leadership report with the Exhibit and Event Marketing Association (E2MA) is aimed at benchmarking the business value of trade shows and events, as well as identifying new tools, technologies and techniques for driving experiential marketing effectiveness. ...   Report Details

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According to the McKinsey Quarterly, “the rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the web’s promise as the most targe...   Report Details

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Discussions about the dynamic between chief marketing officer and chief information officer have often centered around the technologies being implemented in this age of digital engagement. However, as organizations realize the importance of delivering on a more customer-centric overall business s...   Report Details

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This in-depth analysis reveals that even in the face of constrained budgets and overly taxed resources, marketers are optimistic that through improved targeting, relevance and measurement, optimization is possible, even at the most local, one-to-one customer level. However, to maintain brand imag...   Report Details

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All signs are pointing to mobile as the preferred channel of choice for engaging device-dependent customers. As marketers look to understand, test, leverage, exploit and measure mobile advertising, there is also a call for best practices in how this integrates with both online and offline custome...   Report Details

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This study investigates where and how new thinking around data, analytics and the utilization of actionable customer intelligence can further monetize mobile subscribers. The CMO Council, through a series of qualitative interviews with leading CSP marketers and an in-depth online audit involving ...   Report Details

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The findings of the 2012 “State of Marketing” report indicate that the role of the CMO now encompasses more critical customer touch-points that directly impact the customer experience, and executives who are up to the challenge are being compensated based on their performance and impact on th...   Report Details

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Digital marketing transformation across Asia is advancing thanks to high levels of optimism in digital marketing’s ability to attract and engage a highly mobile and digitally connected consumer, according to findings of a new study from the Chief Marketing Officer (CMO) Council. However, while ...   Report Details

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Customer-centric content and authority leadership are critical to building brand trust, accelerating lead acquisition, and shortening selling cycles. This article from a leading practitioner of content marketing demonstrates how B2B leaders like Symantec, Oracle, Cognos, SGI, and others are using...   Report Details

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An initiative to explore where and how Mobile Relationship Marketing (MRM) is being embraced across multiple industries to ensure continuous customer touch and interaction, sustained support and service, closer and more dependent connectivity, as well as greater insight and intimacy. Detailed in ...   Report Details

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The latest installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, seeks to provide key insights into the factors driving loyalty and defection in the telecommunications industry. "What's Critical in the Telecommunications Vertical" features data gath...   Report Details

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This report explores how companies, specifically those with a presence in Asia-Pacific, can engage with customers in a more valuable way by being more adept at big data analytics. Not surprisingly, marketers report being overwhelmed by growing volumes of customer data and are still playing catch-...   Report Details

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The CMO Council's in–depth analysis of how marketers are optimizing marketing partner performance and value in a digital world was conducted during the second half of 2011. Included in the report are best–practice discussions with more than 20 leading brand advertisers, as well as quantitativ...   Report Details

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As the global financial crisis and US credit rating downgrade take grip, banks of all sizes are challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders, and investors. Quick response to ever-changing conditions and market g...   Report Details

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Social media has become one of the biggest, most dynamic parts of marketing. Brands across every vertical are scrambling to make up ground and develop and implement digital marketing strategies. While some brands scored huge early wins and established themselves as digital leaders, most marketers...   Report Details

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The impact of social media on the marketplace is undeniable, as consumers of all ages are enthralled by the level of engagement that sites like Facebook and Twitter provide. Likewise, marketers across all industries are racing to implement social media resources into the marketing mix. However, d...   Report Details

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Despite the homogenization of markets, media channels, and brand experiences globally, localization of messages, images, creative executions, offers, deals, and interactions is still critical to marketing effectiveness and customer relationship building across many business categories. It is enab...   Report Details

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The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline wher...   Report Details

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The CMO Council interviewed 113 front-line managers, sales executives, and field marketing managers to assess their perspective of marketing materials. While almost everyone agreed that point-of-purchase materials and marketing consumables are persuasive at the point of sale, the management of th...   Report Details

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Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011. Among the priorities, marketers intend to add a one-two-punch of marketing analytics talent coupl...   Report Details

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Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, us...   Report Details

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As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed C...   Report Details

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Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requ...   Report Details

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Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking cus...   Report Details

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Growth and recovery are at the top of every executive’s to-do list as we head into a postrecessionary economy. This mandate has placed increasing pressure on Sales to close business and on Marketing to fill the pipeline with quality leads. And while the riff between Marketing and Sales is c...   Report Details

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Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand assets an...   Report Details

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Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, th...   Report Details

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In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet,...   Report Details

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A Mapping + Tracking The Optimized Marketing Supply Chain InitiativeThere is an epidemic that threatens the optimized Marketing Supply Chain. As Marketers seek to provide the most timely, fresh and of-the-moment content to customers and channel alike, old, over-ordered or un-utilized materi...   Report Details

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Marketers have long invested in sports properties to boost awareness, loyalty and fan support for their products and services. However, as major sports franchises and events rapidly gain international popularity, official sponsors and partners are facing more frequent violations of their trademar...   Report Details

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There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance V...   Report Details

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As the most pervasive channel of communications and targeted engagement on the planet, the mobile phone reaches more than 5 billion users globally. The mobile channel is an unprecedented opportunity to reach both developed consumer markets in new an intrusive way, and developing regions that cate...   Report Details

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The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior mar...   Report Details

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Combatting Computer Stress Syndrome Today’s digitally dependent consumers are increasingly overwhelmed and upset with technical glitches and problems in their daily lives.  While the threats and complications with computers are on the rise, customer technical support has not kept pace ...   Report Details

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Consumers are taking control of in-bound communication channels, unsubscribing to irrelevant email, and defecting from brands that continue to deliver uninvited and non-personalized content and random mass mailings, according to a poll from the CMO Council and Ricoh.   Report Details

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As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon ...   Report Details

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Feeling the Love From The Loyalty Clubs Today, customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neigh...   Report Details

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Making Marketing Supply Chains More Efficient, Agile and Enviro-Friendly With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the...   Report Details

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A crucial concern for many users is security, a CMO Council survey (in process) of online social network users and trusted business group participants, shows that social networks worry about their personal data being stolen, spam, phishing, accepting third-party application invites, etc. Protecti...   Report Details

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Marketer's Fight Against Fakes, Frauds and Infringements The new Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet r...   Report Details

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The 2009 Marketing Outlook Survey, the largest independent assessment of senior marketing executives today, is an annual global benchmarking initiative. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far dee...   Report Details

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Current marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. Accord...   Report Details

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Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A new study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides the most comprehensive and detailed analysis...   Report Details

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Driving the Bottom Line from the Front Line is a new CMO Council thought-leadership initiative that addresses the challenges facing global companies in their quest to develop world-class go-to-market capabilities. The study represents a "scorecard" that highlights an alarming trend among multinat...   Report Details

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The Perfect How You Project survey of over 340 financial professionals, conducted by the BPM Forum and sponsored by Adaptive Planning, revealed that executives and financial staff, from a broad industry spectrum of small, medium and large companies, unanimously agreed that budgeting, forecasting ...   Report Details

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A milestone research initiative to benchmark the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers. Centered around Customer Revenue Optimization (CRO), t...   Report Details

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A Milestone Study on American Shoppers Who Drive CPG Brand VolumeA breakthrough study of American consumer shopping behavior that is designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and addre...   Report Details

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The Track the Yack voice of customer (VOC) study, part of the CMO Council's Reinvent Mobile campaign, gathers nearly 10,000 distinct sentiments based on some 4,000 online conversations between mobile PC users to analyze the preferences of today's diverse digital user base worldwide. Analysis of t...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ...   Report Details

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Customer Affinity From Optimized Content Delivery Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to ...   Report Details

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As more executives are being held accountable for process and sales optimization, bridging the gap and aligning sales with marketing is a critical imperative versus a luxury of company culture. The study, which reached out to a wide cross-section of marketing, sales and channel management profess...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ...   Report Details

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Addressing The Challenge of Customer Churn and Marketing BurnBusiness Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the d...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. ...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ...   Report Details

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A Scorecard on Vendor-Channel PerformanceThe CMO Council and The Channel Performance Board have completed the Channel Performance Outlook 2008 study and report to explore how vendor and manufacturer partners are interacting with resellers, dealers, and distributors to help you drive maximum...   Report Details

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The CMO Council released the findings of its annual Marketing Outlook survey with an upbeat report on spend levels mostly holding steady or trending upward in 2008. Many marketers say they are frustrated and stymied by organization cultures, senior management mindset, and insufficient budgets. Mo...   Report Details

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The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The ...   Report Details

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According to research initiatives taken by the CMO Council, results indicate marketers are spending more time and resources on their customers. Profitability from Customer Affinity is a cooperative initiative developed from business schools, top market and customer relationship executives, design...   Report Details

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E-mail, digital printing, dimensional mailers, personalized URLs and many other marketing tools present endless opportunities for today’s senior marketers to get to know their customers better and meet their individualized needs. But are they doing so? And what’s stopping them from doing more...   Report Details

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With an estimated 100,000 call centers employing nearly 7.5 million workers handling an average of 1,708,379 calls per center per year, the opportunity for information leakage and data corruption is staggering.  For many companies, the call center is the first direct touch point to the consumer,...   Report Details

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The new study by Deloitte and BPM Forum finds that companies are having difficulty anticipating market change and are limited in their capacity to make effective course-correcting action, in large part due to insufficient investment in strategic planning, getting the right information and having ...   Report Details

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Through a proprietary mathematically based methodology created by Bluprints™, originators of the process to decipher business genetics, the CMO Council community was polled to define the quintessential modern CMO as defined by global CMOs. A complete formula outlining both positive and negative...   Report Details

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This groundbreaking study uncovers the further changes executives plan to make in 2007 to upgrade organizational effectiveness, strengthen customer engagement and achieve even greater measurability. Most marketers say they will have larger budgets in 2007 to accomplish these goals.   Report Details

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The Global Mobile Mindset Audit is the most comprehensive research effort ever undertaken to understand the needs, intentions and issues surrounding the purchase and use of mobile technology and services worldwide. Conducted by the CMO Council's Forum to Advance the Mobile Experience (FAME) and p...   Report Details

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As the world's mobile and remote workforce expands rapidly, to an anticipated 878 million by the end of this decade, companies are increasingly grappling with tough questions about how to best support, secure and empower their workers. Employee expectations are rising for ubiquitous real-time acc...   Report Details

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Data security and compliance are hot-button issues in today’s business world. Now with the growing number of mobile communication devices – being used by evermore mobile and global knowledge workers – come new security and compliance imperatives. Are companies doing enough to address the em...   Report Details

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As the business-consumer relationship becomes more digitally dependent, successful information security management is becoming a critical determinant of brand trust, confidence and reputation. This report details consumer insights and attitudes toward security issues and their effect on brand loy...   Report Details

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This groundbreaking study underscores the gap between management focus on compliance-related issues and IT’s lack of ability to implement critical policies and procedures—while revealing the state of corporate governance and legal discovery readiness, identifying potential vulnerabilities and...   Report Details

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This groundbreaking study underscores the gap between management focus on compliance-related issues and IT’s lack of ability to implement critical policies and procedures—while revealing the state of corporate governance and legal discovery readiness, identifying potential vulnerabilities and...   Report Details

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A multi-billion dollar global computer equipment company had a problem: with product marketing stakeholders operating in silos, there was little overall control over data that poured into the company daily. As a result, competitive response decisions that should have taken days to make at most st...   Report Details

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Is your company an alert enterprise? The ability to quickly identify and respond to market and operational risks and opportunities is a major competitive advantage, and one in which information technology is playing an increasingly important role. The need for companies to become Alert Enterprise...   Report Details

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Select & Connect: Strategies for Targeted Acquisition and Retention explores the strategies, processes and methodologies to achieve maximum customer acquisition, retention and profitability. It also examines the marketing organization's level of customer knowledge, as well as the segmentation...   Report Details

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According to professionals across a wide range of industries, text messaging has blossomed into a critical mechanism for enterprises and organizations as a means of instant, effective and affordable alerts. Text messaging, the practice of sending short messages to mobile devices, is enabling ente...   Report Details

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The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they p...   Report Details

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If you're an executive in the North American high technology or telecommunications industries, there is a high probability you are feeling the heat of increasing global competition. In general, your competition is bigger, tougher, and decidedly more global than ever before, and it is often coming...   Report Details

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In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hingi...   Report Details

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Today's promotional marketing industry is in the midst of a metamorphosis. As the Internet realizes its potential in reaching consumers and business, and with the proliferation of wireless networks and digital devices, digital media and technology are transforming promotional marketing. But there...   Report Details

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After facing the challenges of reduced travel following 9/11 and event-spend cutbacks during the subsequent business slowdown, event marketing has rebounded magnificently. Expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $140...   Report Details

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The CMO Council has published a milestone report on the topic of Marketing Performance Measurement (MPM). Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report is designed to be the definitive industry report on how companies should measure and quantify m...   Report Details

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The Giving Customer Voice More Volume research initiative examines the adoption and use of customer listening, feedback, engagement and advocacy systems across all markets and industry sectors, evaluating how well senior marketing executives are leveraging their contact center, help desk, telemar...   Report Details

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Published in February, this study provided direct insights into the current health of high-tech marketing and provides a prognosis for 2003. The study is a good read for CMOs who have to demonstrate a direct impact on revenues while also effectively communicating with internal audiences.   Report Details

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CMO Council Contact
Donovan Neale-May
Executive Director
408-677-5300 x5333
donovan@cmocouncil.org

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