Nearly Half of European-Based Tech Companies Polled Have No Marketing Performance Measurement (MPM) System in Place, Reveals CMO Council Europe Survey
Compelling Results From Marketing Measurement Study Plus Other Pressing Metrics Issues to be Discussed July 19 at MPM Forum in Munich

Munich, Germany July 14, 2005 — Nearly 50 percent of European-based companies have no Marketing Performance Measurement (MPM) system in their organizations, according to the Measures + Metrics European research findings to be reported this week by the Chief Marketing Officer (CMO) Council. What’s more, just nine percent say they have a “formal” comprehensive system in place.

Those are just a few of the results to be revealed at the CMO Council’s MPM Forum in Munich on July 19, at host Oracle’s headquarters. Dr. Don O’Sullivan, a member of faculty in the Department of Management and Marketing, National University Of Ireland, Cork, and CMO Council Executive Director Donovan Neale-May will present the findings of the Measures + Metrics research, an extension of the comprehensive North American study fielded last year.

“MPM is a critical C-level priority and boardroom mandate,” said Neale-May. “These findings confirm that while MPM is top of mind with European marketers, many are unsure as to how to address such a complex and challenging endeavor. This MPM Munich Forum will enable marketers to learn from the experiences and successes of their peers, which will reduce the problems and pitfalls and ensure more effective MPM outcomes.”

The highly interactive MPM Forum Munich will feature keynote speaker Tim Ambler, international marketing guru and Senior Fellow at the London Business School, followed by top-level marketers from name-brand companies such as HP, Oracle, Nortel, Novell, Siebel, Google, Factiva, Avaya and many more, who will make the case for and demonstrate the value of MPM. In addition, a distinguished panel will discuss how marketers can better communicate with their CEOs.

MPM Forum Munich is sixth of eight major market gatherings presented by the CMO Council in 2005. The next MPM Forum is scheduled for Sept. 7 in New York City at host Thomson Financial’s headquarters, with the final event hosted by Alcatel in Paris, date to be determined. For more information or to register, visit www.mpmforum.org.

About the CMO Council

The CMO Council is a private, non-profit organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior marketing and brand decision-makers in the global technology industry. Based in Silicon Valley, the Council works to further the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders and critical stakeholders in the technology sector. Nearly 1,500 technology companies are currently represented on the CMO Council, accounting for well over $500 billion in aggregated annual revenues. These include top decision-makers controlling more than $50 billion in global marketing expenditures for many of the world’s foremost computer systems, software, networking, communications, consumer electronics, component, distribution, and consulting brands. For more information, please visit our web site at www.cmocouncil.org.

The CMO Council is represented through regional chapters that convene in technology centers worldwide under the auspices and administration of GlobalFluency, the Independent Network of Influence. Spearheaded by Silicon Valley-based Neale-May & Partners‚ GlobalFluency consists of 114 offices employing over 650 professionals through its 41 agency partners in 72 countries. Together‚ these organizations represent more than $60 million in billings from scores of clients across the information technology‚ communications‚ systems integration and Internet service sectors. More information is available at www.globalfluency.com.