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ABOUT
Today's increasingly complex, distributed and digitally driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Marketing process improvement, efficiency and yield is directly tied to more effective use of tools, platforms, analytics and intelligence that improve rich media content creation, relevancy, delivery, access, control, workflow, partner collaboration, market engagement, sales lead provisioning, as well as campaign measurement and tracking.
CMO Council members will contribute insights, perspectives and experiences in a series of co-innovation and exploration sessions in New York, Chicago, London and San Francisco during the first two months of 2010. Small, intimate groups - drawn from the packaged goods, financial services, consumer electronics, consumer durables, pharmaceutical, automotive sectors -- will be assembled for two-hour invention sessions to gain feedback on the specifications and requirements for a robust, flexible, and adaptable digital marketing platform that can drive marketing ecosystem effectiveness.
Participants will be invited to contribute thoughts, ideas and expertise to facilitate the development of next-generation Digital Marketing Platforms and operational marketing models. The facilitated invention sessions will look at: 1) critical marketing automation drivers 2) nature and range of analytics needs (market research, customer behavior, web site, market listening and feedback, campaign performance, predictive modeling) 3) level of alignment and cooperation with IT groups 4) value and integration of current applications and point solutions 5) issues and challenges with go-to-market processes 6) operational marketing and digital campaign management requirements 7) as well as areas for marketing supply chain and ecosystem improvement, integration and control.
Conversations will factor in the following considerations and requirements that have been highlighted in previous CMO Council research and market engagement programs:
- Enterprise marketing platform limitations and utilization issues
- Marketing application sprawl and siloed solution deployments
- Digital marketing dynamics, directions and disruptive innovations
- Digital asset and rich media content management requirements
- Vendor/partner collaboration, productivity and performance imperatives
- Customer data utilization for improved targeting, relevance and response
- Demand for deeper insights, analytics and predictive modeling
- Marketing process improvements to increase yield and accountability
- Go-to-market adaptability and agility to further competitiveness
- Added return and value from existing marketing solution investments
- Demands for improved security, scalability, compliance and control
Relevant CMO Council Research:
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FACTS & STATS
In 2010, companies will be optimizing processes, but not in a vacuum, S&OP will make a comeback in reconciling supply and demand, and globalization will take on a whole new meaning, defined by demands and markets, not costs. More »
According to a 2008 Forrester survey conducted well in advance of last fall’s meltdown, more than 40 percent of respondents struggled with campaign design, offer management, and customer segmentation. Nearly 60 percent of respondents lacked the ability to both manage marketing processes and resources and coordinate campaign management across channels. More »
More than 80% of the marketers we spoke with rely on a marketing service provider or consulting organization to help them build or manage their database and perform campaign design and segmentation tasks. Marketers turn to service providers to limit IT’s involvement, augment existing staff, and reduce time to market. More »
Video, social networks, widgets, and other media is expected to grow from $1.2 billion to $1.4 billion between 2009-2010, which is a 20 percent increase from 2008. More »
In 2010, expect to hear more about m-commerce and the benefits of the digital economy as those companies that implement a mobile payment and purchasing infrastructure reap the benefits of this new form of exchange. More »
During 2009, digital marketing became increasingly complex and marketers have been looking for more guidance about where to advertise, what size of creative to deploy and which tools to use, from display to CRM to search to social networks and mobile. Moving forward, the definition will change from managing "digital" to managing "tradigital" as the lines of demarcation between traditional and digital media blur. More »
More than a quarter of marketers surveyed said from half to all of their marketing is done via digital channels, and nearly 40% foresee that in 12 months from half to all their marketing will be done via digital channels. More »
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UNDERWRITER
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Infosys Technologies Ltd.
Infosys Technologies Limited (NASDAQ: INFY) defines, designs and delivers IT-enabled business solutions that help Global 2000 companies win in a Flat World. These solutions focus on providing strategic differentiation and operational superiority to clients. With Infosys, clients are assured of a transparent business partner, world-class processes, speed of execution and the power to stretch their IT budget by leveraging the Global Delivery Model that Infosys pioneered. Infosys has over 104,000 employees in over 50 offices worldwide. Infosys is part of the NASDAQ-100 Index and The Global Dow. For more information, visit www.infosys.com |
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UPCOMING INVENTION SESSIONS
UNIFY TO MULTIPLY Marketing Ecosystem Effectiveness will be a series of four interactive discussion groups produced and moderated by the CMO Council in Chicago, New York, San Francisco and London during the first two months 2010. We are seeking input from global marketing leaders on ways to better integrate and align disparate marketing processes and partners with a common platform that can accommodate best of breed solutions.
Discussions will center on:
- What are the most pressing and critical areas for marketing process improvement and sales cycle optimization
- Where and how can marketing technologies most impact campaign effectiveness and outcomes
- Which functional areas, disciplines and practices could benefit from tighter integration, alignment and collaboration
- How are you working with IT, finance and purchasing groups to introduce systems and infrastructures for better control, visibility, transparency and accountability
- What benefits or gains has your company realized from marketing solution investments
We are excited about this milestone peer-level engagement program. The content from these invention sessions will be chronicled and shared with our global members as part of an important thought leadership initiative. Please confirm your attendance and participation with Tarin O'Donnell 646.652.5213 or todonnell@globalfluency.com. We will then arrange a brief discussion to tell you more.
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advisory board 
