Latest PeerSphere eMagazine Highlights Benefits and Challenges of Implementing Marketing Performance Measurement Systems and Cultural Changes Needed for Organizational Uptake

SAN JOSE, Calif. (April 14, 2016)—The latest edition of the Chief Marketing Officer (CMO) Council’s quarterly digital magazine, PeerSphere, explores the benefits of marketing performance measure and management (MPM) tools as identified by both brands and leading solution providers.

The feature article—which includes insights from experts at Beckon, OptiMine, Origami Logic, Hive9, PROOF, Farmers Insurance and HP Enterprise—discusses the impact of these technologies by providing the ability to determine cause and effect of their investments, thereby enabling them to identify where and how spend can be optimized and in what ways it is impacting the business.

While MPM solutions may appear to be the next big thing in a line of trends for marketers, this article explore real results from these tools, in addition to the changes that organizations need to make to overcome hurdles and ensure successful MPM adoption. It also features perspectives from brands that have begun making these changes within their organizations and the benefits they have seen.

The benefits of these tools range from providing a single, complete view of the customer to helping organizations identify which efforts and channels are having the most or least impact, enabling them to achieve the most bang for their marketing buck. This intelligence—dubbed financial impact analytics (FIA) by the CMO Council—promises to have a truly transformative effect for organizations.

“Marketing has been on the defense for years, charged to prove the return and impact of their investments or lose their budgets,” notes Donovan Neale-May, Executive Director of the CMO Council. “MPM solutions give them visibility into their efforts in order to see which ones are effective and how they are contributing to the business. When implemented correctly, MPM potentially gives marketers the data and intelligence they need to prove the success of their efforts and their value to the organization.”

The latest issue of PeerSphere is available today and covers topics such as:

  • Q&A articles with marketing leaders at IBM and Easy Taxi

  • The Hispanic paradigm shift and what marketers need to know when targeting this audience

  • How Toyota is changing the game for the new and used car markets

PeerSphere is available on a complimentary basis to CMO Council members courtesy of our sponsor, Thomson Reuters. For more information or to view the issue online, visit

About the CMO Council

The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 10,000-plus members control approximately $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets.  Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies,,, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at