Market Sense-Ability Center White Papers

The increasing speed, complexity and turbulence of global business in the 21st Century require organizations to cultivate a new cultural mindset of Market Sense-Ability. Successful companies must have the capacity to understand, predict and respond to changing customer needs, new market directions and shifting competitive dynamics. In order to build sustainable competitive advantage, they must become Ever-Alert Enterprises that are continuously sensing, seeking and seizing new ways to better differentiate, deliver and monetize products and services. Companies who achieve a well-defined and vibrant market- and customer-centric culture, with superior Market Sense-Ability, can expect to out-perform their peers.

Learn more at the CMO Council's new Market Sense-Ability Center, where you can take the Market Responsiveness Index from MarketCulture Strategies to self-evaluate your level of Market Sense-Ability and compare it with that of other CMOs globally. You can also read our new white paper on the Ever-Alert Enterprise and download other relevant articles and content.

Revitalizing Customer Commitment at Franke -- Senior marketers must become fearless change agents to create market-driven organizations that excel at satisfying customers and understanding market and competitive challenges and trends. Charles Lawrence, who now heads the U.S. consumer business for kitchen products and systems leader Franke, took on that challenge while he was CMO for Franke.

Measuring Market Sense-Ability. A CMO Council Audit
What is the state of market and customer responsiveness - or what we call "Market Sense-Ability" - at your company? For CMO Council members participating in a special Market Sense-Ability Audit, the answer is that it's still very much a work in progress. These marketing executives find serious deficiencies in how their companies track and respond to both customer and competitive insight. They also believe their organizations suffer from inadequate crossfunctional collaboration and knowledge sharing, disciplines that are critical to making insight actionable within their companies...

Creating Market-Sensing Corporate Cultures Is an Essential CEO-CMO Joint Initiative CMO Council Executive Director writes about the critical need for CMOs to take a leadership role in building organizational cultures that are more responsive to customer, market and competitive dynamics.

Corrective Vision For Global Companies When used as an organization-wide benchmarking instrument, The Market Responsiveness Index (MRI)T is a strong predictor of business performance and customer value creation, and is a powerful platform for planning cultural change.

Giving Customer Voice More Volume The Giving Customer Voice More Volume research initiative examines the adoption and use of customer listening, feedback, engagement and advocacy systems.

Service Invention to Increase Retention The rapidly changing and converging communications service provider market and heightened user demands for features and functions at a fractional cost are accenting the need for more adept and analytical customer data integration, listening, feedback and engagement systems.

Routes to Revenue A milestone research initiative to rate the state of customer revenue optimization. Examines the level of adoption and use of technologies, solutions and professional services that drive deeper interaction and communication with customers.

Business Gain From How You Retain Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization.

Customer Affinity Report 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.

Competition at the Crossroads Companies are having difficulty anticipating market change and are limited in their capacity to make effective course-correcting action. Learn more from this global assessment of competitive tracking and intelligence gathering competency.

The Alert Enterprise Is Your Company an Alert Enterprise? The ability to quickly identify and respond to market and operational risks and opportunities is a major competitive advantage, and one in which information technology is playing an increasingly important role.