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The CMO Council surveyed over 750 of its members to gather insights and contributions for its seminal report, The 2011 State Of Marketing: Outlook, Intentions and Investments.

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The CMO Council surveyed over 750 of its members to gather insights and contributions for its seminal report, The 2011 State Of Marketing: Outlook, Intentions and Investments.

The fifth annual State of Marketing Report extracted a broad range of insights and views specific to mandates, spend, intentions and frustrations. Participants were drawn from each major region of the world and were representative of most vertical industry sectors and company sizes. Almost 64 percent of respondents said they reported directly to the CEO, president or COO, while another 14 percent said they were accountable to a regional vice president, general manager or division/business group head. Among the respondents, 34 percent held CMO or Head of Marketing titles, while 33 percent held roles of Vice President or above.

Three critical areas of attention top the “to do” list of marketers in 2011:

Multiplying Marketing Performance: According to the CMO Council’s Marketing Outlook 2011 study, the key management mandate to marketers is to drive top-line growth and market share while better defining the brand and value proposition. Marketers must move to optimize the marketing process in order to maximize business performance. Through new automated campaign and lead management tools, marketers can engage in highly interactive (and highly relevant) dialogues across multiple channels, reaching across social, digital, and traditional media channels. Connecting the measurements of these multiple channels is one of the key challenges marketers will seek to address in 2011.

Redefining Customer Experience: Marketing must redefine the customer experience, developing web experiences that are highly engaging, personalized and differentiated. This new “experience mix” must include social platforms, but must also integrate the messaging and engagements through traditional channels. Ecommerce capabilities and channels of fulfillment must also be integrated to create a unified, seamless multi-channel journey for the customer. This experience must now bridge the gap between the art of marketing and the science of analytics, measurement and process. Marketers need to better understand the impact marketing and technology integration can have in making customer experiences more gratifying and satisfying, thereby improving loyalty, retention and repeat purchase.

Using Insight to Grow Brand Affinity: Marketing admits they lack high levels of competency in extracting valuable insight and predictive analytics from the mass of customer data that continues to multiply inside and outside their enterprises. Yet, as we continue to engage with customers in instant, online social channels, gathering data from every impression, every search, every transaction, status update, or tweet can develop a more complete profile or the customer and must be integrated with off line data sources. Marketing has the opportunity to leverage this rich data repository to more fully understand, target, and serve customers in ways that improve response, drive repeat purchase, up-sell and cross-sell products, and inspire loyalty and attachment. Marketers must respond to the paradigm shift from BtoC to CtoB with reviews and reassessments of their marketing mix and allocation of spend. This includes greater use of localized marketing tools, adaptive merchandising systems, interactive self-serve technologies, mass-personalized messaging solutions, social media channels, mobile relationship marketing platforms, and corporate social responsibility programs (e.g. sustainability).



Deloitte

Deloitte's Sales and Marketing Effectiveness practice combines strategic and operational capabilities to develop executable strategies that produce sustainable performance improvements across the breadth of customer-facing activities. The Sales and Marketing Effectiveness practice has successfully assisted numerous clients in improving the effectiveness of their Marketing function and providing advisory services in the areas of Sales and Marketing Alignment, Sales Compensation, Channel Management, Customer Experience, Strategy and Segmentation, Marketing ROI and Resource Allocation, Trade Promotion Management, Emerging Marketing Models, Spend Effectiveness and Compliance, and Customer Data Integration. Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, its member firms, and their respective subsidiaries and affiliates. Deloitte Touche Tohmatsu is an organization of member firms around the world devoted to excellence in providing professional services and advice, focused on client service through a global strategy executed locally in over 140 countries. With access to the deep intellectual capital of approximately 150,000 people worldwide, Deloitte delivers services in four professional areas—audit, tax, consulting, and financial advisory services—and serves more than 80 percent of the world’s largest companies, as well as large national enterprises, public institutions, locally important clients, and successful, fast-growing global companies. Services are not provided by the Deloitte Touche Tohmatsu Verein, and, for regulatory and other reasons, certain member firms do not provide services in all four professional areas.

OpenText

Open Text, an enterprise software company and leader in enterprise content management, helps organizations manage and gain the true value of their business content. Open Text brings two decades of expertise supporting millions of users in 114 countries. Working with our customers and partners, we bring together leading Content Experts to help organizations capture and preserve corporate memory, increase brand equity, automate processes, mitigate risk, manage compliance and improve competitiveness. As a publicly traded company, Open Text manages and maximizes its resources and relationships to ensure the success of great minds working together. For more information, visit www.opentext.com



2010 MARKETING OUTLOOK WRAP-UP

Digital marketing transformation was the most significant structural and operational change for global marketing groups as marketers shifted focus and budget into how to appropriately fund, staff and measure these new digital channels. Building internal customer analytics and digital resource capabilities was top of mind for marketers looking to continue the trend towards operational accountability and customer revenue optimization. Among the top level findings:

  • Investing in digital demand generation and online relationship building ranks among the top initiatives being taken to maximize the impact and value of marketing in 2010
  • 38 percent of respondents say they are exploring alternative media and new routes to market, while 62 percent will be crunching customer data to improve segmentation and targeting
  • Some 35 percent of marketers expect to initiate or undertake transformational marketing projects to improve go-to-market effectiveness

To download the 2010 Marketing Outlook report, click here.

 



CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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