Reports

Report

Making Sense of Subscriber Complexity

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both... More

Report

What's Critical in the Vertical: Retail Banking In Australia

Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper,... More

Report

A Straight Line To The Front Line

Growth and recovery are at the top of every executive’s to-do list as we head into a postrecessionary economy. This mandate has placed increasing pressure on Sales to close business and on Marketing to fill the pipeline with quality leads. And while the riff between Marketing and Sales is certainly nothing new, it has taken on a new direction that has a direct and immediate impact on the bot... More

Report

Unify to Multiply

Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Becoming more agile at exploiting opportunities, pre-empting issues or th... More

Report

Competitive Gain In The Demand Chain

Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, this study finds that far too many marketing executives have never assessed demand chain performance, nor... More

Report

The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance

In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet, according to this new report from the CMO Council and Accenture, "The CMO-CIO Alignment Imperative: Dr... More

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Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization

There is an epidemic that threatens the optimized Marketing Supply Chain. As Marketers seek to provide the most timely, fresh and of-the-moment content to customers and channel alike, old, over-ordered or un-utilized materials tend to be stored, destroyed or ignored, left to sit an occupy costly space in offi ces to warehouses. High levels of waste can generally be attributed to limited access to ... More

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Doing Away With Foul Play In Sports Marketing

Marketers have long invested in sports properties to boost awareness, loyalty and fan support for their products and services. However, as major sports franchises and events rapidly gain international popularity, official sponsors and partners are facing more frequent violations of their trademarks, copyrights and intellectual property. Increasing incidences of ambush marketing, online brand hijac... More

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What's Critical In the Vertical: Insurance

There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance Vertical, 21 percent of consumers who received information about additional products or services rendere... More

Whitepaper

Mobile Relationship Marketing

The Big Brands Embrace the Move to Mobile Relationship Marketing white paper explores how global mobile marketing can open up vast new opportunities for big brand marketers, consumers, and loyalty leaders alike to benefit from more personalized, immediate, relevant, and environmentally responsible mobile communications. See how marketers and consumers are beckoning for new digital, mobile touch po... More

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Variance in The Tech Experience

The digitally dependent consumer is increasingly overwhelmed and upset with technical glitches and problems in their daily lives.  While the threats and complications with computers are on the rise, customer technical support has not kept pace to address the needs of a growing population of computer users that are highly dependent upon their device as part of their daily lives.... More

Report

State of Marketing 2010

The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest annual independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior marketing decision makers are managing marketing mix modeling, budget allocations and media mix spe... More

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Why Relevance Drives Response and Relationships

In this CMO Council report marketers identified critical tactics and strategies to deepening engagement. Nearly 60 percent said they intend to improve customer segmentation, profiling and targeting, while 30 percent reported they were embracing more personalized, multi-channel communications across all customer touch points. However, only 15 percent of marketers believe their companies are do... More

Report

Leveraging Loyalty to Transform Publishing

As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon their magazines and they are certainly not ready for an onslaught of iPad-vertising to interrupt their ... More

Whitepaper

Bringing Social Security to the Online Community

A crucial concern for many users is security, a CMO Council survey (in process) of online social network users and trusted business group participants, shows that social networks worry about their personal data being stolen, spam, phishing, accepting third-party application invites, etc. Protecting personal, professional, and corporate reputations is a growing concern as well as the attraction to ... More

Report

Define Where to Streamline

Making Marketing Supply Chains More Efficient, Agile and Enviro-Friendly With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they source, select, manage, unify and align vendors, suppliers and service providers on strategic, creative, content, media, talent, distribution and production levels. Def... More

Report

Losing Loyalty

Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective... More

Report

Bottom Line From The Front Line

Driving the Bottom Line from the Front Line addresses the challenges facing global companies in their quest to develop world-class go-to-market capabilities. The study represents a "scorecard" that highlights an alarming trend among multinational companies: marketing and sales leaders give themselves decidedly poor marks when assessing their own go-to-market effectiveness. (Published: 2008)... More

Report

Protection From Brand Infection

The Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks. It also quantifies the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners. Through both enterpris... More

Report

Marketing Outlook 2009

Despite a restrained economy, however, marketers see budgets holding up fairly well with dollars being stringently controlled and directed against growing and retaining market share. The 2009 Marketing Outlook Survey, the largest independent annual assessment of senior marketing executives today, is an annual global benchmarking initiative. Given the economic challenges and market pressures worldw... More