Calibrate How You Operate™
Improving Marketing Yield, Visibility and Process |
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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.
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DESCRIPTION 
ADVISORY BOARD
UNDERWRITER
PARTNER ASSOCIATIONS
RESOURCES
ALL PROGRAMS  |
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ADVISORY BOARD
Corporate Leadership Committee
- Hakan Akbas, EVP, Corporate Strategy and Business Development
- John F. Beering, Director of Global Marketing, Eaton’s Truck Group
- Dermot Boden, CMO, LG Electronics
- James Cornell, Chief Marketing Officer, Prudential
- Therese Fernandez, SVP, Global Head of Strategic Marketing, Thompson Reuters
- Lauren Flaherty, Chief Marketing Officer, Nortel
- BJ Gray, AVP Marketing Operations, Victoria's Secret Stores
- Steve Green, Worldwide Vice President of Marketing, Kodak Prepress Solutions Strategic Product Group, and Managing Director of Singapore
- Jia Hyun, Global eCommerce Director, GE Money
- Barry Jessop, Vice President of Marketing, Pitney Bowes
- Kim Johnston, Vice President of Worldwide Sales and Marketing Operations, Symantec Corporation
- Mimi Lee, Director of Global Marketing, Deloitte Touche Tohmatsu
- Chris Moloney, CMO, Scottrade
- Michael Mac Donald, President of Marketing Operations, for Xerox Corporation
- Guy Neilsen, CMO, CSC
- Matt Ryan, Global Chief Marketing Officer, EuroRSCG Worldwide
- Rainer Stiller, Vice President of Sales and Marketing, APC by Schneider Electric
- Lauri Vela, Global CRM Director, The Body Shop International
- Joachim Wuest, Director of Marketing Operations, Hewlett Packard
Faculty Leadership Committee
- Paul W. Farris, Landmark Communications Professor of Business Administration, University of Virginia
- Michael Moon, CEO, GISTICS
- John A. Quelch, Lincoln Filene Professor of Business Administration and Senior Associate Dean, Harvard Business School
- David J. Reibstein, William Stewart Woodside Professor; Professor of Marketing, University of Pennsylvania
- Frans Riemersma, MarketingGovernance.com
- Stephen Turner, Turner DeVaughn Network
- Nick Wreden, CEO, FusionBrand
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UNDERWRITER
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Alterian (LSE: ALN) helps marketing improve results through its integrated marketing software platform and global partner community of leading marketing service providers, agencies, and systems integrators.
Alterian takes marketers on a journey to become analytically led and to integrate their marketing processes, creating value for the both the customer and the company. By combining database, digital, and operational marketing applications on a shared data infrastructure, the Alterian Marketing Services Platform makes it practical and cost effective for marketers to gain insight into their data and use this to execute an integrated marketing strategy across online and offline channels.
Software alone does not enable better marketing. Alterian has cultivated a global community of over 80 marketing service providers, agencies, and systems integrators such as Accenture, Acxiom, Allant Group, Carlson Marketing, Experian, Epsilon, infoUSA, Merkle, Ogilvy One and Euro RSCG Worldwide who deliver Alterian software alongside their own value added services. These solutions empower market leaders like Princess Cruises, General Motors, Zurich, HSBC, Limited Too, Dell, Amnesty International and Vodafone to drive competitive advantage through improved marketing performance and customer satisfaction.
Alterian was founded in 1997 and trades on the London Stock Exchange (ALN). With offices throughout North America and Europe, Alterian software is used in over 20 countries worldwide
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PARTNER ASSOCIATIONS
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The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan). The ADMA is an umbrella organization, guided by senior executives in the industry, and charged with gaining consensus and formulating a powerful point of view on all key industry issues. The ADMA actively promotes the benefits of using the Internet and mobile as a channel to communicate with consumers and was established to provide leadership and guidance on issues, criticisms and misconceptions about digital marketing as well as lobbying and public relations assistance for member companies. |
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The Business Marketing Association (BMA)
Started in 1922, today’s Business Marketing Association (BMA) works to increase the importance, impact and value of marketing in businesses worldwide. BMA is the only professional organization with an exclusive focus on business-to-business marketing and its key drivers: Customer engagement and relationships, product and service innovation, value pricing, channels, online/offline marcom, and analytics. BMA’s members represent state-of-the art expertise in business-to-business marketing and communications, and share best practices for the benefit of the global business community. |
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CustomerThink is a global resource for business leaders focused on customer-centric business strategy. Now the world's largest online community focused on all facets of customer management, the site covers CRM, CEM and social media. CustomerThink reaches 300,000 people in 200 countries each month, with articles, blogs, discussions and news. Members of a global advisory council contribute content and interact with members. www.customerthink.com |
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The Society for Marketing Professional Services (SMPS) represents a dynamic network of more than 7,000 marketing and business development professionals from architectural, engineering, planning, interior design, construction, and specialty consulting firms throughout the United States and Canada. The Society and its 55 chapters benefit from the support of 3,250 firms—80% of the Engineering News–Record Top 500 Design Firms and Top 400 Contractors. SMPS's mission is to advocate for, educate, and connect leaders in the building industry. Visit www.smps.org. |
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MAANZ (The Marketing Association of Australia and New Zealand) is a leading international professional marketing institute focusing on marketing education and training; marketing information; and practical marketing tools and resources for marketing and business development. |
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RESOURCES
ARTICLES
I. Marketing Operations
II. Global Branding
III. Customer Data Integration
STUDIES AND REPORTS
WHITE PAPERS
BOOKS
 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.
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