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CMO COUNCIL™ PROGRAMS
SURVEYS & RESEARCH |
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NEW ROUTES TO REVENUE AUDIT
The CMO Council is developing new intellectual capital and conversations around New Routes to Revenue™. We invite you to be part of the first of many such conversations as we set out to audit and assess the current adoption, sensitization and utilization of marketing solutions that encourage deeper interaction and communication with customers. Participate in the Survey |
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THE CHANNEL PERFORMANCE OUTLOOK 2008 SURVEY
The Channel Performance Outlook 2008 Survey will tap into the insights of hundreds of channel professionals to measure and quantify their current needs, concerns and attitudes about the channel, vendor/dealer relationships and areas of possible improvment. The survey will examine challenges and success scenarios among dealers, resellers, and distributors and will share a comprehensive report on the findings with survey participants. Participate in the Survey |
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MARKETING OUTLOOK 2008
Each year, the CMO Council benchmarks the state of Marketing. From the challenges ahead to strategic priorities, the Marketing Outlook initiative is the largest independent assessment of marketing executives available today. This year we are polling senior marketers to find out where they are allocating and focusing resources for the coming year. All input will be combined to provide a definitional assessment of the challenges and opportunities ahead in 2008. Participate in the Survey |
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TECHNOLOGY BUYING AND MEDIA CONSUMPTION SURVEY – Q3 2007
This report is the third in a series of quarterly surveys to TechTarget’s IT Research Panel. Respondents’ preferences for media consumption and technology solutions will be compared to initial benchmarks established in our first two reports.1060 technology professionals responded to this survey. A full demographic profile of respondents is available at the end of this report. Download Full Report |
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MARKETING & SALES CAPABILITY AUDIT SURVEY
The Marketing and Sales Capability Audit is designed to gather in-depth strategic insights from senior marketing and sales leaders worldwide. This survey aims to highlight the best practices and help multinational companies enhance effectiveness, providing actionable guidance to help companies enhance their own go-to-market capabilities and business outcomes. The survey is available for completion online until September 30, 2007. Download the final report towards the end of fall. Participate in the Survey |
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TECHNOLOGY BUYING AND MEDIA CONSUMPTION SURVEY - Q2 2007
This update to TechTarget and the CMO Council’s benchmark research further demonstrates the buying priorities and media consumption trends of information technology professionals as of Q2 2007. Continued emphasis on software demo downloads along with the emergence of IT Publisher’s websites as a key source of information are just two of the findings in this quarter’s update. Download Full Report |
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2007 MEASURES + METRICS STUDY
Selected by CMO Council members as one of the most compelling topics facing CMOs today, the 2007 Measures + Metrics report is designed to be the definitive industry report on how companies should measure and quantify marketing's performance.
As a follow up to our inaugural Measures + Metrics study, this edition will track the evolution of MPM systems to-date and MPM’s ongoing impact on the performance of the organization.
We've designed the 2007 Measures + Metrics Survey to identify key insight into how companies are currently measuring and quantifying marketing's performance. Whether your organization currently invests in a marketing performance measurement (MPM) system or you're looking to initiate a formalized MPM program, your feedback is invaluable to us and the report may prove valuable to you.
Participate in the Survey |
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CMO COUNCIL MARKETING OUTLOOK SURVEY
The survey is designed to identify key trends emerging from 2006 decisions, provide insights and views on where marketers will be allocating and focusing resources in 2007, and aggregate a perspective on marketers' priorities and plans. The results will establish a benchmark annual study that delivers great value to the global marketing community. Look for the report to be released later this month. Download Report |
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DEFINE & ALIGN THE CMO
The Define & Align the CMO initiative incorporates four significant research components, which include: a survey conducted by the CMO Council auditing the perspectives of 36 top executives from leading global executive search firms; a survey conducted by the CMO Council and fielded to over 1,200 marketers, 255 with the Chief Marketing Officer title, across a wide variety of industries and company sizes; a survey fielded with the help of media partner Corporate Board Member magazine, of over 300 C-level executives and corporate board members; and qualitative interviews with 40 Chief Marketing Officers, conducted by the CMO Council. This benchmark study explores the role, responsibilities and authority of the CMO and other chief marketing executives, addressing such key questions as: What does it take to be a world-class senior marketing executive? What contributions, competencies and knowledge are essential to success at the highest level?
Download Full Report |
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SECURE THE TRUST OF YOUR BRAND
Marketers are failing to keep pace with the financial, customer and brand implications of information security. With public awareness of computer and identity security breaches growing, learn insights from consumers, marketers and other business executives—and what you can do to protect and increase customer trust in your brand.
The first component of Secure the Trust of Your Brand, a survey of over 2,200 consumers in the U.S and Europe, shows that consumers are saturated with reminders of lax information security: about two-thirds of total respondents have experienced computer security breaches, such as viruses and spy ware; while U.S. consumers are most concerned with identity theft, even more so than terrorist threats and other personal safety issues.
Download Full Consumer Report
Download Executive Summary Report
Secure the Trust of Your Brand is the first 360-degree view of how security and IT integrity influence brand assurance, confidence and value. The initiative Final Report with 7 major research components is published and available for purchase.
Purchase the Secure the Trust Final Report
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SELECT & CONNECT
The CMO Council Select & Connect study will look at systems and practices used by companies to identify, profile, activate and retain valued, long-term customers. It will examine the marketing organization’s level of customer knowledge, insight and visibility, as well as the segmentation methodologies and approaches used to target and acquire the most predisposed prospects and profitable opportunities. The research initiative will explore the degree of alignment between selling processes/channels and marketing and business strategies, as well as the effectiveness of relevant messaging delivered to the right audience, in the right way, at the right time. The program will identify the extent to which marketers are sourcing, aggregating, cleansing and utilizing customer data and analytics to design and field integrated, multi-channel campaigns, maximize lead generation activities, and improve return-on-relationships. It will also assess whether Selective Customer Activation strategies can optimize marketing spend, reduce selling cycles, increase close rates, and maximize revenue and yield. Download report |
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ACCELERATE HOW YOU DIFFERENTIATE
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. The need for companies to become Alert Enterprises is forcing management to take a serious look at internal structures, cultures and capabilities. Ask yourself these important questions:
• Just how alert is your organization?
• What's the value of being an Alert Enterprise?
• How do you build a more alert company?
• What are the obstacles and challenges to this mandate?
The BPM Forum together with the CMO Council invite your assessment of how well your company responds to change, reacts to opportunity, and pre-empts risks and threats. The identity of your survey responses will be kept confidential. We appreciate your contribution, and our research findings will be made freely available to you upon request. Download report |
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RENOVATE TO INNOVATE
"The role of today's Chief Marketing Officer (CMO) is fast becoming one of the riskiest jobs in North America," begins a 2004 study fielded by executive search firm Spencer Stuart. The study went on to reveal that the average tenure for CMOs was just 22.9 months, compared with 53.8 months for CEOs. Why the short corporate lifespan? CMOs have traditionally been defined as practitioners of the "art" marketing-implementing broad branding campaigns and activity based programs, rather than engaging in more scientific, measurable disciplines that require a CFO-like mindset. The majority of CMOs have lacked the organization, processes and tools to prove marketing's worth, and because of this have taken a backseat in the boardroom. Thus, their position has become expendable.
Today, CEOs and board members alike are demanding even greater accountability, performance analytics and tangible evidence of business value from their marketing organizations. In response to these mandates, the CMO Council, in partnership with MarketBridge - a global operational marketing authority - is launching a comprehensive thought leadership initiative to explore internal transformations, reskilling and realignments needed to further the value, yield and accountability of marketing groups and agency service providers worldwide. Download report |
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MARKET VIGILANCE, PRODUCT DILIGENCE
To what degree are product marketers equipped to make intelligent, informed and insightful decisions that drive top-line and bottom line performance, as well as maximize product value and longevity? How effective are their intelligence systems, forecasting capabilities and pricing strategies? Do they have a comprehensive product lifecycle approach and global view of both supply and demand chains?
This program will deliver valuable views and perspectives, as well as detailed best practice methodologies for optimizing product marketing performance. Download report |
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DEFINE WHAT'S VALUED ONLINE
Today thousands of tech vendors create product descriptions, white papers, market reports, case studies, and more to distribute across a plethora of Internet distribution channels. How does this content influence the perceptions, preferences and actions of technology researchers and potential B2B buyers? And just how much of an influence is this type of content? To find out, the CMO Council and partner KnowledgeStorm, the Internet’s top-ranked search resource for technology solutions and information, embarked on a thought leadership initiative, "Syndicate to Educate," that explores these questions and more.
Define What’s Valued Online, the quantitative survey component of the initiative, polled nearly 1,400 online technology researchers in July/August 2005. It found that while 90 percent polled said that online technology content has a moderate to major impact on vendor preferences and selections, 50 percent said they are “somewhat satisfied” with the content, and just 22 percent said they were “very satisfied.” Download report |
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THE MARKETING PERFORMANCE MEASUREMENT (MPM) AUDIT: EMEA
The Chief Marketing Officer (CMO) Council, which represents more than 1,500 senior marketing and brand decision makers in the technology industry, invites your views and opinions on the topic of Marketing Performance Measurement (MPM).
A dedicated task force and leadership committee has worked throughout 2004 in North America to create an MPM model and framework for adoption in 2005. With CMO Council members controlling more than $50 billion in aggregated annual expenditures, creating greater accountability, operational visibility and formalized performance systems has become a strategic imperative.
This year we will be introducing our Measures+Metrics methodology and best practices to technology organizations in Europe. Hence our desire to gain insights into the level of importance of MPM in your organization and ways that you are currently gauging business value and determining spend effectiveness.
CMO Council programs in Europe are being led by an advisory board of industry luminaries drawn from companies like Alcatel, ARM, Avaya, BT Global Services, Cable & Wireless, Cognos, Dell, Fujitsu Siemens, Hewlett Packard, Kodak, Lucent, MCI, Microsoft, Motorola, O2, Peoplesoft, Siemens Communications, Sony Ericsson, Vignette and others. In addition, our media and program partners include The Economist, CMP Media, eMarketer, Google, Cognos, WebTrends and GlobalFluency. Download white paper  |
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CRUNCH TIME: THE GLOBAL COMPETITIVENESS AUDIT
Annual Assessment of Tech + Telecom Rigor and Readiness
The balance of power is shifting in today’s global technology and telecommunications industry. Powerful new forces are converging to intensify competition and give rise to a new generation of competitors both domestically and overseas. What factors are essential to compete in today’s fast-changing marketplace? How can companies anticipate, meet, pre-empt and adapt to the competitive challenges? What are the new rules for survival and success?
The Chief Marketing Officer (CMO) Council and The Business Performance Management (BPM) Forum in association with A.T. Kearney are seeking greater insights about the growing demand for competitiveness in the high tech and telecommunications industry in the era of greater global business rivalry.
To that end, these organizations are fielding a major new online survey of technology executives entitled, “Crunch Time: The Global Competitiveness Audit.” The first phase of this study will look at attitudes, concerns and the state of competitive readiness of U.S. companies. Further studies are planned for other key regions. Download report |
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STAGING & GAUGING: DO EVENTS PAY OFF?
This survey aims to measure the challenges to optimize and measure the value of "experiential marketing" programs and investments. According to the Promotion Marketing Association and PROMO magazine, expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $150 billion. The CMO Council seeks your views and opinions on all aspects of how events are perceived, managed and valued in the marketing mix. Hosted in association with the Technology Event Marketing Strategy Council and the Computer Event Marketing Association. Download report |
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DIGITAL DIRECTIONS SURVEY
How Technology is Touching and Transforming Promotions
The CMO Council, in cooperation with the Promotion Marketing Association and PROMO magazine, seeks your views on where and how technology is impacting and influencing promotional strategies, activities, processes, functions, and outcomes. With interactive and digital media channels showing the greatest rate of growth among all promotional disciplines in 2003, we are most interested in your perspectives as a promotional marketing professional. Download report |
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