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November 2013

APAC marketers finally focus on customer-centric digital approach to mktg

Significant differences are starting to appear between Asia Pacific countries. A two-stroke regional approach is emerging in digital marketing, where some countries are advancing with increased focus on analytics and competitive advantage leveraging big data, and others are struggling with limited budget and lack of skillset to implement analytics and reporting technology that will enable them to build a case for return on investment.

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Enterprises Get Failing Grades in CMO Council Scorecard of Customer Sales Intelligence: New Marketer Survey Reveals Major Deficiencies in Real-Time Customer Information Provisioning

A sweeping indictment of how corporations empower their front-line sales force, key account managers and channel partners was issued in a new report released by the Chief Marketing Officer Council, an executive affinity group whose members control more than $400 billion in annual aggregated marketing spend worldwide.

Based on a comprehensive audit of senior marketing executives at enterprises of all sizes, the CMO Council found significant deficiencies in customer information systems and the delivery of real-time, account-specific customer insight that can boost the performance, value and productivity of sales personnel, service/support groups and channel partners.


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Move over HK, Australia is the region's digital hub

Australia is on track to become a hub of digital marketing expertise for the Asia Pacific region, but a confidence crisis could kill the opportunity.

Liz Miller, chief marketing officer of the CMO Council, told B&T Australia is one of the most advanced countries in the region when it comes to digital marketing, with the skills and experiences necessary to become a regional centre of learning.

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Australia leads the region for digital marketing excellence

Australia is leading the region when it comes to embracing and utilising digital marketing, but more needs to be done to build multi-channel customer engagement excellence and skill sets across the industry.

These are the overarching findings of the second annual APAC Digital Marketing Performance Dashboard Report, conducted by the CMO Council in partnership with Adobe. The research involved a six-month in-field program to benchmark levels of adoption, traction and success of digital marketing across Australia, China, Korea, Singapore, Hong Kong and India and was based on responses from 276 senior marketers.

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Australia leads in digital marketing

Australia leads the Asia Pacific region in the adoption of digital marketing. With further investment and skills development, Australia could become a regional centre of expertise for digital marketing in the region, says a new report.

Adobe has released its second annual APAC Digital Marketing Performance Dashboard Report in partnership with the CMO Council. It is based on a six-month in-field program comprising quantitative and qualitative surveys (registration required for download).

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Study: Sales teams lack customer insight, real-time marketing

Sales teams suffer from a deficiency of real-time customer insight, a shortcoming that hampers sales, according to a report by the Chief Marketing Officer Council. According to “The Customer Sales Intelligence Scorecard,” 79% of marketers responding said they are not satisfied with the current levels of closure and conversion of customer opportunities.

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B2B Marketers Unsatisfied with Conversation Rates: CMO Council

Almost 80% of B2B marketers aren’t satisfied with their current levels of customer conversions, according to a new report from the CMO Council.The problems stem from the fact marketers aren’t properly utilizing their real-time customer information, or effectively automating the mining of big data.

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Marketers Get An “F” For Sales Enablement

The fundamental friction between sales and marketing is alive and well: A new study of senior marketing executives by the CMO Council issued marketing failing grades in a number of areas related to customer information systems and the delivery of real-time, account-specific insights that could boost sales performance, value, and productivity.

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B2B CMOs Under-invest in Technology That Will Get Them Closer to Customers

An overwhelming majority of senior B2B marketing executives, 79%, admit that they fail to deliver updated news and insights about accounts and prospects to their sales organizations. That may be one of the reasons that only 14% of these decision-makers say they're satisfied with the size of their pipelines and amount of business closed.

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B2B Enterprises Falling Short in Front-Line Sales Enablement

B2B enterprises are failing to provide adequate support to their front-line sales forces, finds the CMO Council in an audit of 230 senior senior marketing executives conducted in Q3. One of the biggest deficiencies pertains to real-time delivery of sales intelligence and breaking news, with fewer than 1 in 10 definitively agreeing that their current customer information system acquires and delivers real-time account-related news, social insights and customer-related developments to the sales organization.

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Big Data Overload? B2B Marketers Get An “F” For Real-Time Info Delivery

A new study has revealed that real-time marketers might not be so good at the whole real-time thing, after all. In fact, the CMO Council study gives "Real-Time Delivery of Sales Intelligence and Breaking News" a big, fat "F" for a grade. And it's not even close to "D" range.

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B2B Marketers Unsatisfied With Conversion Rates: CMO Council

Almost 80% of B2B marketers aren’t satisfied with their current levels of customer conversions, according to a new report from the CMO Council. The problems stem from the fact marketers aren’t properly utilizing their real-time customer information, or effectively automating the mining of big data

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Big Data Deficiencies Earn Failing Grades for Enterprises

Marketers readily believe that Big Data is a key enabler of personalization. However, according to a recent report conducted by the CMO Council, personalization of interactions is only happening at the marketing campaign level with email, direct mail, the Web, and social media engagements. In fact, some 65 percent say frontline resources do not have access to social media intelligence to leverage in personalized outreach. 

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August 2013

CMO Council Identifies Challenges and Best Practices in Cross-Border Marketing

Marketers across multiple industry segments discuss how their brands have overcome obstacles and achieved multi-geographical success in the latest issue of PeerSphere. 

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Back-to-School Marketers: Take Advantage Of First-Party Data

 According to a first-quarter survey from the CMO Council and SAS, 52% of marketers believe that data helped identify new business opportunities.

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Marketers Increase Emphasis On Social, Mobile, Video

 The study, conducted by research firm CMO Council, found that 70% of brand marketers plan to use more social media in their promotional efforts this year, while 69% cite mobile and 64% name video as areas that they plan to increase this year.

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3 Best Practices for Content Marketing

To meet marketers' growing need to deliver content to customers and prospects, The CMO Council, along with NetLine, last week launched the Content ROI Center, an online resource dedicated to helping marketing organizations improve the performance and return of their growing investments in content origination, multichannel formatting, targeting, and delivery across the entire customer lifecycle.

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6 Best Practices for Opportunity Management

A study by the CMO Council on the topic of marketing and sales alignment, revealed 'an urgent need for marketing, sales, and channel management to align and embrace technologies, processes, and programs.

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Bank of Ceylon, Awarded Asia’s Best Brand Award

Bank of Ceylon was awarded Asia’s Best Brand award 2013 by the Chief Marketing Officer’s Council (CMO Council) based in Mumbai, India.

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Shareability: Going Beyond Engagement at Meetings

Jenks cited a recent CMO Council study on business-to-business marketing in which 28 percent of respondents said they share content with more than 100 colleagues. 

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