Don O'Sullivan joined the faculty at Melbourne Business School in 2008 from University College Cork, Ireland. Don's principal academic interest is in the impact of marketing activities on company performance. His research has been published in the European Journal of Marketing, and the Journal of Marketing among others, and his case studies on technology marketing are taught in business schools across Europe. Don is an active member of the Chief Marketing Officer (CMO) Council of the USA. Since 2003 he has led the Council's Marketing Performance Measurement (MPM) research program, and is a co-author of the Council's Report on this topic. Don has consulted on marketing performance measurement and marketing communications for a wide variety of companies. Previously, Don was Client Services Director at a marketing services agency targeting the European technology sector. In this role he was responsible for a range of blue-chip clients. His team developed numerous international award-winning campaigns including an global ECHO award and two Icon Awards from BusinessWeek.