Chief Marketing Officer
Council World Wide

Follow Us:
Join CMO Council's Network on LinkedIn Follow CMO Council on Twitter Watch CMO Council on YouTube

Look for technology and marketing thought leadership every month from Marketing Magnified.

Sign up for the Mailing List
MARKETING NEWS FLASH |

programs & Surveys

home / programs / all current programs / programs details
Calibrate How You Operate

Calibrate How You Operate: Improving Marketing Yield, Visibility and Process, is a new Chief Marketing Officer (CMO) Council thought leadership initiative which will focus CMO attention on how to optimally structure, resource, and run today’s digitally driven, customer-centric, globally distributed, cross-cultural marketing organization. Given the fact that 50 percent of CMOs are hired to fix broken marketing organizations, this is a particularly timely and relevant initiative.

The program will center around a extensive audit and assessment of diverse operational marketing dynamics and needs (BtoB, BtoC, geographically and vertically), along with the development of a new model for globally aligning, unifying, managing and tracking sales, marketing, channel and customer relationship activities. It will also identify the integrated platform, disciplines, methodologies, tools and solutions/hosted services required to improve functional integration, output, accountability and effectiveness. This Operational Marketing Model (OMM) will be promoted and evangelized by the CMO Council as a platform and framework for global adoption and use by its members

The purpose of this initiative is three-fold:

  • Advocate a strategic imperative and roadmap to help global brand marketers embrace solutions, services, tools and methodologies that will drive customer analytics, marketing group performance, sale/channel alignment, functional integration, process efficiency and business outcome measurability.
  • Generate a consensus view on best ways to leverage marketing-related technology, source and integrate customer data/research, collaborate with IT and outsourced service providers, manage implementations, finesse organizational change, and assure solution adoption and use.
  • Predispose key buyers and specifiers of marketing automation solutions to the CMO Council’s Operational Marketing Model and provide underwriters with valuable insights and perspectives for product portfolio development, positioning, messaging, customer acquisition and value selling.




Corporate Leadership Committee
Steven Clay Schiller. Senior Vice President, Global Sweets & Refreshment SBU, Hershey Company Joachim Wuest. Director of Marketing Operations, Hewlett Packard Matt Ryan. Global Chief Marketing Officer , EuroRSCG Worldwide Guy Neilsen. Chief Marketing Officer, CSC Michael C. Mac Donald. President, Marketing Operations, Xerox Corporation Mimi Lee. Director, Global Marketing, Manufacturing Industry, Deloitte Kim Johnston. Vice President, Worldwide Sales and Marketing Operations, Symantec Corporation Barry Jessop. Vice President of Marketing, Pitney Bowes Jia Hyun. Global eCommerce Director, GE Money Steve Green. Regional Managing Director, Consumer Digital Group and Graphic Communications Group , Kodak BJ Gray. AVP Marketing Operations, Victoria's Secret Stores Lauren P. Flaherty. Chief Marketing Officer, Nortel Therese Fernandez. SVP, Global Head of Strategic Marketing, Thompson Reuters James K. Cornell. Formerly Senior Vice President and Chief Marketing Officer, Prudential Retirement John Beering. Director of Global Marketing, Eaton’s Truck Group
Faculty
Paul W. Farris. Landmark Communications Professor of Business Administration , University of Virginia Michael Moon. CEO, GISTICS John A. Quelch. Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School David J. Reibstein. William Stewart Woodside Professor; Professor of Marketing, University of Pennsylvania Frans Riemersma. Chief Editor, MarketingGovernance.com Stephen Turner. Advisor, Turner DeVaughn Network Nick Wreden. CEO, FusionBrand


The Marketing Association of Australia and New Zealand
MAANZ is a leading international professional marketing institute focusing on marketing education and training; marketing information; and…   More »


The Asia Digital Marketing Association (ADMA)
The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan).…   More »




Customer Experience

  • 47% of executives say that customer experience will play a very important role over the next 3 years. According to the same study, 73% of respondents cite a lack of clear experience strategy as a key challenge. (Forrester Research)
  • A typical business only hears from 4% of its dissatisfied customers; the other 96 percent leave quietly. Of that 96 percent, 68 percent never reveal their dissatisfaction because they perceive an attitude of indifference in the owner, manager or employee. (University of Pennsylvania)

Wireless Service

  • Annualized wireless revenues in the United States were $143.7 billion for 2008.(CITA)
  • The worldwide mobile subscriber base crossed the 50 percent penetration mark in early 2008. Total mobile revenue is expected to cross the USD 1 trillion mark by end of 2001. (2008 Mobile Factbook)
  • Wireless penetration in the United states reached 84% of the total population in June 2008. (CITA)

Cable Service

  • Annual cable industry revenues for 2008 were $79.1 billion worldwide, with over 18 billion in Europe.(SNL Kagan)
  • The total number of cable operating companies is 1,212.(Nielsen Media Research Focus)

Satellite Service

  • World satellite industry revenues had average annual growth of 10.5% for the period 2001-2007. (Satellite Industry Association Indicators Report)
  • Over the next five years, HDTV channels are expected to grow another 600%, with average annual growth of 35%. (Satellite Industry Association Indicators Report)

Internet Service

  • The United States is the largest broadband market with 75 million subscribers. US broadband subscribers consistently represent 30% of all broadband connections.(OECD)
  • The United states had over 220 million Internet users as of June 2008--approximately 72.5% of the population. (Nielsen/NetRatings)


Marketing Operations

Marketing Operations Comes of Age • Canadian Marketing Association

Six Steps to Better Marketing Operations Management by Chetan Saiya • The Wise Marketer

Work Smarter • Marketing Management



Global Branding

Global Brands • BusinessWeek

How Global Brands Compete • Harvard Business Review

Global Packaging: What's The Difference • BrandChannel

Prescribing a Global Identity • BrandChannel



Customer Data Integration

Customer Data Integration Evolves to Customer Hubs, Says Forrester • SearchDataManagement

Customer Data Integration: Don't Forget the ROI • CRM Buyer

How to Make Marketing Integration a Whole Lot Easier • DMNews (October 2007)

Seven Reasons Customer Data Integration Projects Fail • BusinessIntelligence.com

Why Customer Data Integration (CDI) Projects Fail - Scalability • BusinessIntelligence.com

Why Customer Data Integration (CDI) Projects Fail - Data Model Inflexibility • BusinessIntelligence.com

Would You Call a Plumber to Build Your House? • BusinessIntelligence.com



STUDIES AND REPORTS
WHITE PAPERS


Managing Global Customers: An Integrated Approach
By George Yip and Audrey Bink
Managing Global Customers provides a most comprehensive and insightful guide to this very important subject to businesses today. I recommend that every executive involved in international business read this book." —Alan Nonnenberg, Founder and former Director of Global Accounts Program, Hewlett-Packard Co.

Market Driven Management: Strategic and Operational Marketing
By Jean-Jacques Lambin, Ruben Chumpitaz and Isabelle Schuiling
Taking a market orientation approach, "Market-Driven Management" challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, including competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

Master Data Management and Customer Data Integration for a Global Enterprise
By Alex Berson and Lawrence Dubov
Gain a complete and timely understanding of your customers using MDM-CDI and the real-world information contained in this comprehensive volume. Master Data Management and Customer Data Integration for a Global Enterprise explains how to grow revenue, reduce administrative costs, and improve client retention by adopting a customer-focused business framework. Learn to build and use customer hubs and associated technologies, secure and protect confidential corporate and customer information, provide personalized services, and set up an effective data governance team. You'll also get full details on regulatory compliance and the latest pre-packaged MDM-CDI software solutions.

Enterprise Architecture as Strategy
By Jeanne W. Ross, Peter Weill, and David Robertson
Enterprise architecture defines a firm's needs for standardised tasks, job roles, systems, infrastructure, and data in core business processes. Thus, it helps a company to articulate how it will compete in a digital economy and it guides managers' daily decisions to realise their vision of success. This book clearly explains enterprise architecture's vital role in enabling - or constraining - the execution of business strategy. The book provides clear frameworks, thoughtful case examples, and a proven-effective structured process for designing and implementing effective enterprise architectures.

Customer Data Integration: Reaching a Single Version of the Truth
By Jill Dyché, Evan Levy, Don Peppers, and Martha Rogers
Whatever business you're in, you're ultimately in the customer business. No matter what your product, customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single, authoritative view of their customers. Written from both business and technicalperspectives, "Customer Data Integration" shows companies how to deliver an accurate, holistic, and long-term understanding of their customers through CDI.

Who Owns the Data? Using Internal Customer Relationship Management to Improve Business and IT Integration
By Frank L. Eichorn
Dr. Frank Eichorn uses the provocative title "Who Owns the Data?" to draw our attention to the relationship that Business departments have with their Information Technology departments. The IT folk sometimes confuse stewardship of the data with its ownership. Data and information management have evolved from supporting operational functions such as payroll, expense tracking, etc., to being a key differentiator in the success of an organization by helping it understand its external customers. More importantly, Frank reminds us that IS/IT departments must treat the functional units as "customers" of its service. Drawing on the best practices of external customer relationship management (CRM), he presents his model of Internal Customer Relationship Management (IntCRM) as a tool for assessing a company's current IS/IT internal climate and a framework for improving business and IT alignment.



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

Legal Notice | Privacy Policy | Terms of Use | Sitemap | Contact © 2014 CMO Council. 1494 Hamilton Ave. San Jose, CA 95125