Reports

Report

The Customer in Context

The findings of this survey of more than 2,000 consumers—conducted in partnership with SAP Hybris— reveals that customer experience is more critical than ever as consumers will abandon a brand and take their money elsewhere if they continuously encounter poor, impersonal or frustrating customer experiences.... More

Report

The Age of the Adaptive Marketer

This report highlights the challenge global marketers face in modifying brand materials across a growing multitude of touch points, and it demonstrates how can today’s modern marketing leader can accelerate adaptive marketing initiatives.... More

Report

Product Ownership

New research reveals only 17 percent of consumers believe brands truly care about them after the point of purchase. To enrich the customer experience, brand marketers must take steps to elevate the ownership experience.... More

Whitepaper

Establishing and Enriching the Content Supply Chain

This white paper details best practices in taking content to market—one that applies supply chain thinking to creative content development and delivery. It also discusses how content fuels the customer journey and, when done correctly, can be directly tied to business growth and revenue.... More

Report

The Impact of Connectedness on Competitiveness

A landmark CMO Council and BPI Network study exploring the impact of the Industrial Internet of Things (IIoT) in a complex and changing ecosystem.... More

Report

Empowering the Data-Driven Customer Strategy

While today’s connected customers expect more seamless, frictionless experiences than ever before, this study reveals that marketers are failing to keep pace with those expectations, despite the wealth of data, analytics and engagement systems currently in place.... More

Whitepaper

Strategy 2017

This white paper, completed in partnership with IBM Marketing Cloud, outlines the actions and mindsets that must be in place across the organization in order to create customer experiences that result in business profitability, in addition to the consequences of failing to meet the expectations of today’s connected customer.... More

Report

The CMO Shift to Gaining Business Lift: Executive Perspectives

The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth d... More

Report

Connected Interaction to Power Brand Attraction

This study reveals the findings of a survey of 198 global senior marketing executives and explores how digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers, particularly as it relates to content and data strategies.... More

Whitepaper

Mind the Gap

This white paper outlines key actions marketers can employ across their teams to achieve true customer experience success in the coming year.... More

Report

The CMO Shift to Gaining Business Lift

The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling i... More

Whitepaper

Omnichannel's Missing Link

According to the findings from this CMO Council study, conducted in partnership with digital marketing intelligence company Netsertive, the strength of the entire omnichannel experience may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touchpoints. The online survey at the core of this research was fielded during the thir... More

Whitepaper

The New Rules of Engagement

This white paper, produced by the CMO Council, in partnership with Bazaarvoice, explores consumer expectations around personalization and the challenges that marketers must overcome in order to provide the targeted, relevant communications that consumers want.... More

Report

Be an ADEPT Traveler

This global study explores top travel stressers, and what savvy travelers around the world are doing to better prepare for superior travel experience. Travelers urge destination marketers to help take steps to make travel more pleasureable and less stressful. ... More

Report

Building Brands That Attract + Engage Fans

The CMO Council teamed with Fresh Squeezed Ideas for this white paper to explore the cultural connection to brand attraction. The strategic brief features insights from domain experts and notable brand marketers at PepsiCo, Visa, J&J, PetSmart, Cox Communications, Opus Bank and Overwaitea Food Group to gauge how culturally connected brands stay valued, real and relevant with consumers.  ... More

Report

Gaining Traction Through Each Customer Interaction

Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to fu... More

Report

Context, Commerce + Customer

This report, based on the findings from an online audit of more than 170 senior marketing leaders from around the world in the first half of 2016, examines how disconnects and deficiencies are impacting experience and how analytics and customer insights can create more relevant, personalized and gratifying experiences. It also explores the impact that delivering contextual experiences through indi... More

Whitepaper

The Purpose-Built Experience

Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had negati... More