News Coverage

Marketing operations structures may be getting in the way of connecting brands to customers due to a battle between organizations' drive for centralization versus customers desire for personalization, according to a new CMO Council report.

Marketing Dive: “Marketing operations structures may be getting in the way of connecting brands to customers due to a battle between organizations’ drive for centralization versus customers desire for personalization, according to a new CMO Council report unveiled in a press release.”

The CMO report found that 82% of marketers don’t believe their local intelligence is as good as it could be. 

Missed connections: A new report by the CMO Council warns that companies that centralize their marketing departments are at risk of losing consumer connections in local markets.

Customers today are seeking security, service and localized experiences based on local language and culture, according to the CMO Council.

New CMO Council research reveals major opportunities being missed by marketers.

A new study from the CMO Council and agency network Worldwide Partners finds that many marketers don’t believe their current go-to-market strategies are positioned to engage today’s connected consumer effectively.

A survey of more than 350 marketers by the CMO Council and Worldwide Partners found that only one-fifth think their strategies meet consumers' needs.

CMO Council collaborated with Worldwide Partners to study readiness of marketers to deliver localised experiences.  

El informe de CMO Council revela una batalla por el equilibrio entre las eficiencias de la centralización y la eficacia de la localización a medida que los profesionales del marketing observan los cambios operativos necesarios para alcanzar los objetivos de crecimiento mundial.

El informe de CMO Council revela una batalla por el equilibrio entre las eficiencias de la centralización y la eficacia de la localización a medida que los profesionales del marketing observan los cambios operativos necesarios para alcanzar los objetivos de crecimiento mundial.

Based on a CMO Council study, 63% of marketers are not satisfied with their localization efforts.

The B2B buyer’s checklist continues to grow and nearly one-third (31%) of buyers say the length of their purchase cycle significantly increased in 2018, according to Demand Gen Report research.

Marketers may understand the importance of data, but according to a February 2019 report from the CMO Council and Harte Hanks, that doesn’t mean they know how to use it. After polling more than 150 executives, they found that none indicated they were equipped to use new intelligence points to improve brand engagement. 

A study by CMO Council found that 57% of consumers now have a deeper understanding of how companies use their data, and that 27% feel they have a better overall experience with brands. Sixty-five percent of consumers say GDPR made no difference at all on their brand experiences, suggesting that much of the legislation’s impact falls into the “no harm, no foul” bucket.

“Marketers and organizations will need to identify ways in which AI and technology can be deployed to actually enhance and accelerate delivery of a more human relationship.”

As the CMO role continues to evolve and consumers expect relevant, customized experiences from brands, only a select few CMOs are considered innovative in the customer experience approach, per the report. This aligns with previous research showing that just 7% of sales leaders and 9% of CMOs see themselves as owners of the customer experience, according to the CMO Council, SAP Hybris and SellingPower magazine. 

New research from the CMO Council, in partnership with Harte Hanks, indicates that 42 percent of marketers believe these marquee experiential brands are not just developing better relationships, but are more effectively leveraging customer experience as a driver for profitability and growth.

Customer and human relationships are also getting lost in the marketing industry's push to master data and marketing technology, and marketers see a focus on "small data," or specific personal attributes delivered through channels like Internet of Things, could bring a human touch back to marketing, according to a CMO Council and Harte Hanks study.

New research from the CMO Council indicates that 42% of chief marketing officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omnichannel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process.