Reports

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

APAC Digital Directions

Confidence in digital marketing is gradually improving across the Asia-Pacific region, but metrics around these efforts are still a struggle for many marketers.  ... More

Whitepaper

APAC Digital Marketing Performance Dashboard 2014

The third annual “APAC Digital Marketing Performance Dashboard” was conducted by the CMO Council in partnership with Adobe. It included a six-month in-field program comprising quantitative surveys with more than 800 marketing executives. The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, Korea, Singapore, Hong Kong ... More

Report

State of Marketing 2014

The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-point assessment taken by more than 525 senior-level marketers from around the globe. T... More

Report

Maximize How You Individualize

Digital engagement has flourished in Asia, now home to more than 40 percent of the world’s Internet population. Social media, as a key example, has grown at the rate of 10 million new registered users per month. However, most critical to brands is that consumers across APJ are not just registering on social media channels, but they are actually engaging with brands and each other. According ... More

Report

Japan Digital Marketing Performance Dashboard 2013

This research sought to identify how marketers are progressing in their digital marketing efforts in Japan, as well as where challenges still exist.... More

Report

Know More to Grow More

Based on a survey of large enterprise marketers, this report reveals marketers are spending more on SMB customers but still have deficiencies in data, insights and campaign effectiveness.... More

Report

Challenger Brands in Emerging Markets

McKinsey Institute research predicts that the share of Fortune Global 500 companies based in emerging markets will exceed 45 percent by 2025, up from just 17 percent in 2000. What is making these new contenders successful and which countries of the world are likely to benefit the most from the globalization or regionalization of their indigenous brands?... More

Report

State of Marketing 2012

The findings of the 2012 “State of Marketing” report indicate that the role of the CMO now encompasses more critical customer touch-points that directly impact the customer experience, and executives who are up to the challenge are being compensated based on their performance and impact on the business.... More

Report

Integrate to Accelerate Digital Marketing Value

This report also provides a view into the characteristics of data-driven, digital marketing integration leaders, as well as an 18-month plan outlined by the experts at Acceleration to kick-start an integrated digital marketing architecture and framework.... More

Report

Renovate to Innovate

As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed CMOs and delved into the challenges and nuances of their role. In addition to these interviews, the repo... 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

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

Report

Calibrate How You Operate

Marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. According to new research, marketers fear they will be unable to implement the needed marketing platforms and automat... More

Report

Digital Directions

In 2005, the evolution of digital was speeding up and the promotional marketing industry is in the midst of a metamorphosis. As the Internet began to realize its potential in reaching consumers and business, and with the proliferation of wireless networks and digital devices, digital media and technology were transforming promotional marketing. But there was a knowledge gap that was... More

Report

Measures and Metrics

The first time the CMO Council published a report on the topic of Marketing Performance Measurement (MPM) was back in 2004 -- long before MPM became a common part of the marketing lexicon. Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report defined how companies should measure and quantify marketing's performance. It proved to be an invaluable ... More

Report

Marketing Under Siege

Published in February 2003, this study provided direct insights into the health of high-tech marketing in 2002 post internet bubble collapse, and provided a prognosis for the year ahead (2003). ... More