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Look for technology and marketing thought leadership every month from Marketing Magnified.
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The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance
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, according to this new report from the CMO Council and Accenture, "The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance," marketing and IT executives do not believe they are highly effective partners, as they struggle to achieve common goals in the race to adopt and keep pace with rapidly evolving digital marketing capabilities.
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The Global Mobile Mindset
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 powered by Global Market Insite, Inc. (GMI), the audit surveyed nearly 15,000 consumers in 37 countries.
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Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization
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Measures and Metrics Report
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 marketing's performance. It will also be an invaluable resource to assist marketing executives who want to build an MPM system in their company. This report provides a comprehensive overview of the MPM problem and opportunity, based on extensive primary research and thought leadership by the CMO Council. It is also the official unveiling of the MPM Model for the Technology Industry that has been in development for the last six months by the CMO Council.
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Define and Align the CMO
he CMO Council is frequently asked by the media, executive recruiters and CEOs to define the essential qualities and attributes of a successful marketing officer. To achieve this we have partnered with a professional services company called 'Bluprints™' to assist us in a globally inclusive process to systematically decipher a distinct Formula for Success - exclusive to the CMO community.
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Profitability from Customer Affinity
Profitability from Customer Affinity is a cooperative initiative developed from business schools, top market and customer relationship executives, designed to help marketers better understand how to manage the customer experience and improve return on account and customer relationships.
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Targeting with Texting: The Value of Just In Time Mobile Messaging
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 enterprises and governments to instantly send urgent alerts and notifications to support customer service, marketing, emergency management, and internal communication. And most companies expect to increase their usage of Short Message Service (SMS) in the coming year due to the immediacy, reach, mobility, and affordability that the medium offers.
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Driving the Bottom Line from the Front Line
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.
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Marketing Under Siege: 2003 Report
Published in February 2003, 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.
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Thinking Out of the White Box
Published in March 2003, this study provides a look at the new technologies and customer hot buttons driving the market for computers and systems delivered by system builders, or so-called "white box" providers. This channel, which sells nearly a third of PCs in U.S. and 58 percent worldwide, shows its marketing muscle and optimism through insights revealed in a compelling new survey.
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The Marketing Dashboard: Measuring Marketing Effectiveness
Measuring the ROI of marketing has historically been a difficult, if not impossible, undertaking. This paper, published in February 2003, addresses the reasons for this and reviews the concept of the "marketing dashboard" that is gaining popularity among some of North America's leading marketers. By adopting a strategic view of marketing as a business enabler, rather than a cost, marketing leaders are able to improve their accountability along with the strategic value of the marketing function.
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CLOSE Invention Session: Brazil
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 CMO Council released a white paper detailing the overview and wrap up summary, speaker and session presentations and graphic recordings from the first CLOSE Invention Session Workshop in Brazil on April 29, 2008.
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Renovate to Innovate
The CMO Council conducted one-hour interviews with each of the task force members, who revealed important pain points as well as best marketing practices. From their valuable input, a quantitative RENOVATE TO INNOVATE survey was crafted. This 30-question audit was fielded July through October 2005 by the CMO Council and to the readers and customers of media partners BtoB and Sales & Marketing Management magazines, as well as to the members of association partners: the Society for Marketing Professional Services (SMPS) and the Institute for the Study of Business Markets (ISBM) at Penn State University.
The survey was taken by 414 marketing executives across a variety of titles and industries. Nearly a quarter of respondents were from companies with revenues of $501 million or above; just over a third from companies with revenues of $51 million to $500 million; and about 45 percent represented companies with revenues of $50 million or below.
In addition, in order to gain greater insight into the chief executive officer’s perception of their marketing groups, the CMO Council fielded a special pulse-point survey of CEOs via media partner Chief Executive magazine.
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Competition at the Crossroads: Strategic Planning and Action in Disruptive Markets
Companies are having difficulty anticipating market change and are limited in their capacity to make effective course-correcting action. Only 35 percent of technology executives say their companies are very effective in managing market altering changes. These and more findings about the current state of competitive strategy are now available.
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Value-Based Brand Measurement and Management
This paper, written by Jonathan Knowles and published in April 2003, details a recent breakthrough in how to measure the intrinsic equity in brands and how to relate brand equity to financial value creation.
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The State of Marketing Synchronization: 7 Key Findings
This paper, published in February 2003, was the first in an ongoing study designed to reveal key insights and best practices in marketing synchronization. Initial results divulge seven key findings, gained through interviews with a wide cross-section of marketing professionals. The data gathered provides some encouraging results and trends in the marketing function, along with highlighting some key areas of concern that are inhibiting true synchronization. This paper also reveals that there may be significant differences in marketing synchronization between small companies (those with fewer than 50 employees) and medium - large companies (those with 50 or more employees).
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Marketing Outlook 2008
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.
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Call Center Exposure: Limiting Leaks and Peeks
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, and often an opportunity to access a consumer’s personal information.
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The Power of Personalization
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? Which communications media produce the greatest ROI? Which methods have been tested, but not put into action? And where do the top marketing executives at companies like AT&T, IBM, Comcast and Disney see future opportunities for personalized communications? You can find these answers and more in The Power of Personalization, a publication from the CMO Council.
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