mpm report:
Measures and Metrics:
The CMO Council Marketing Performance Measurement

The CMO Council - an exclusive and influential peer-networking and thought leadership group of marketing leaders in the technology industry – has published a milestone report on the topic of Marketing Performance Measurement (MPM). Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report is designed to be the definitive industry report on how companies should measure and quantify marketing's performance. It will also be an invaluable resource to assist marketing executives who want to build an MPM system in their company. See below for table of contents.

This comprehensive and thoroughly researched reference guide includes:

  • Critical MPM issues, challenges, mandates, disciplines and benefits
  • Results of in-depth qualitative and quantitative MPM research worldwide from interviews with over 400 CMO's, 100 CEO's, and 100 CFO's across large, medium and small businesses
  • A detailed MPM model and framework for the technology industry developed by a task force of 20 leading CMO's
  • Methodologies and processes for building an MPM system
  • Lessons, guidelines and experiences from early MPM adopters
  • Perspectives and insights from MPM solution and service providers
  • Listings and profiles of the best MPM Solution Providers, resources and reference material

Table of Contents

Section 1
Report Overview and Summary

  • The CMO Council Commitment to MPM
  • The Trend Toward Measures and Metrics in Technology Marketing
  • Purposes and Uses of this Report
  • Summary of Conclusions and Implications for the CMO

Section 2
Summary and Overview of Research

  • The CMO Council Marketing
    - CMO Task Force Members
    - Survey Respondent Profile
  • Overview of Survey Findings and Analysis
    - MPM Adoption and Satisfaction Today
    - Drivers of Marketing Performance Measurement
    - Measures and Metrics: What CMO’s Measure Today
    - MPM Stakeholders and their Information Requirements
    - MPM Spending and Third Party Solution Provider Awareness

Section 3
The CMO Council MPM Model

Section 4
The CMO’s Guide to Implementing MPM

  • When and Why to Commit to MPM
  • The Process – Where to Begin, What to Do
  • Stakeholders – Who to Involve and When
  • The Core Challenges
  • Third Party Software
  • IT and MPM

Section 5
Best Practices from Early MPM Adopters

  • Best Practices from Leading Companies
  • Early Adopter Case Studies
    - Bearing Point
    - Textronix
    - Siebel
    - Unica
    - Cognos

Section 6
An Innovator’s Perspective: Thoughts from the Leaders

  • Active Market Intelligence: Fueling Market Performance Intelligence
    By: You Mon Tsang, Founder and Chief Marketing Officer, Biz360
  • Building a Performance Measurement Culture in Marketing
    By: David Hirsch, Director, Business-to-Business Vertical Markets Group
  • Marketing Performance: The Strategy Map Drives Success
    By: Meg Dassault, Director of Marketing, Cognos Corporation
  • Measurement: The Stepping Stones to Marketing Success
    By: David Hirsch, Director, Business-to-Business Vertical Markets Group
  • Marketing ROI – Learn It, Love It, Act on It
    By: Brent Hieggelke, Vice President of Marketing, WebTrends

Section 7
MPM References and Resources

  • Analyst Reports
  • White Papers
  • Books

Section 8
MPM Solution Provider Directory

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