Solution Sourcing and Member Savings

Aimed at avoiding the pain and increasing the gain of marketing automation, the CMO Council is launching the Solution Sourcing Center. This online resource will activate and engage the council’s global membership base of 15,000-plus senior marketers in the review, evaluation and selection of marketing solutions and cloud-based services. It will draw on trusted peer-based experience, knowledge, insight and procurement practices, as well as business use cases that evidence the value and ROI of marketing technology investments.

According to IDC, CMOs will drive marketing technology spending to $32.3 billion by 2018, reaching a compound annual growth rate of 12.4 percent. From 2014 to 2018, marketing technology spend will reach $130 billion for the five-year period. Many of these expenditures are allocated to applications (most in the cloud) focused on marketing operations and measurement, campaign execution, CRM, website and data analytics, content marketing, email and mobile messaging, omni-channel experience, lead acquisition, sales productivity, product lifecycle management, digital asset management, social media, search marketing, programmatic ad buying and other critical areas under the CMO remit.

The CMO Council’s Solution Sourcing Center offers marketing and sales automation vendors, as well as technology integration consultants, a valuable channel to connect and interact with a global audience of senior marketers and functional area chiefs, including procurement, finance, sales, channel and line of business. Multiple categories will be addressed, such as MRM, CRM, marketing operations, analytics, demand generation, campaign and lead lifecycle management, customer experience, ECM, DAM, SEO, email, social media, mobile, digital advertising, creative tools, etc.

Marketing solution providers and marketing technology integrators will have the ability to profile their companies and apps, provide demos and video endorsements from customers, and have a CMO Council review board member (transitioning or retired chief marketers) do a preliminary evaluation or “first look.” Council members globally will be invited to post comments, recommendations and relate deployment experiences. Areas of conversation, commentary and rating of solutions will be password-protected for CMO Council member or subscriber access only. The council will also work with third-party experts to provide buyer guides, online tutorials, workshops and webinars around best practices to solution selection and implementation.

Services and content offered by the SSC will include:

  • Vendor profiles and application descriptions
  • Video introductions, Q&A segment and/or self-running demos
  • Software buying guides and insights
  • Evaluation, selection and purchasing criteria
  • Customer use cases and crowd-sourced commentary
  • Peer-based reviews, insight and learning
  • Best-practice approaches to deployment and use
  • Interactive webinars with experts and consultants

Solution Provider Benefits

  • Affordable way to present solutions in a content-rich environment that is trusted and peer-based
  • Highly qualified chief marketer audience controlling $500 billion in aggregated, annual spend
  • Distributed, multi-national reach with 15,000 influential members based in 110 countries
  • Additional email communication to a global database of 65,000 marketers and agency staff
  • Extended reach through affiliate network of associations, online communities and bloggers
  • Partnerships with other channels and communities reaching IT, finance, procurement and C-suite stakeholders
  • Search-optimized online destination with more than 120,000 Google search mentions
  • Multiple site links and listings through microsites, affiliates and partners
  • Continuous SSC promotion in monthly eNewsletter and quarterly eJournal
  • Ongoing thought leadership research, PR, LinkedIn group discussions, tweets, and social media postings

To learn more, contact Bryan DeRose at

The platform helps teams build marketing stacks to track and manage the tools they buy, build and retire. The reporting capability allows organizations to identify redundant products, expense and performance issues and gaps in their marketing technology suite. Enterprise wide visibility helps eliminate duplicate spend and time wasted evaluating and testing products that are already in use or have been rejected by other teams in the organization. Sitting at the core of the platform is the industry’s largest database of more than 8,500 MarTech, AdTech and SalesTech products that marketing teams can access to find the additional tools they need

The subscription-based CabinetM platform is designed to help streamline workflow management among and between teams around planning, researching and management of marketing technology strategy, acquisition and implementation. The five platform components include:

  • Collaboration architecture to support working at an individual, team or enterprise level.
  • Marketing stack framework to map, track and manage acquired and internally developed technology
  • Contract tracking system to manage subscription renewals and cross-functional purchase agreements
  • Messaging and reporting functionality, based on permissions, to promote cross-functional visibility of technology efforts
  • Enterprise SkillStack environment to manage internal technology proficiency.

Through the partnership with the CMO Council, Cabinet M has developed two exclusive offers.

All CMO Council Members will receive:

  • Extended trial (30 days)
  • 10% discount off base price (a value of over $100 per month)
  • Onboarding fee waived (a value of over $1,500)

Premium Members will receive:

  • Extended trial (30 days)
  • 20% discount off base price (a value over $200 per month)
  • Onboarding fee waived (a value of over $1,500)
  • Complimentary SkillStack Assessment report (an average value of $1,500)

To take advantage of this opportunity, visit to submit a request to kick off an extended trial and start building a stack.

All CMO Council Members and Premium Members will receive an email with exclusive discount codes to gain access to these savings. If you have not received a code, please contact Saagar Patel, Marketing Operations Coordinator to confirm your membership status and receive your CabinetM savings code.


Madeline Delianides

Former Head of Marketing Operations and Creative Production,
The New York Times

Seasoned marketing technology leader Madeline Delianides shares where and how organizations must align to ensure success as marketing technologies evolve.... More


Anita Brearton


Anita Brearton, Founder of CabinetM, shares how new technological advancements will play a critical role in customer engagement and marketing performance.... More


Facts & Stats

In an April survey of 500 marketing executives in the UK and US by Wipro and Coleman Parkes Research, just 8 percent of respondents said they plan to decrease the amount of money they invest in marketing technology next year. By contrast, nearly two-thirds said they plan to spend more on marketing technology next year.

Source: emarketer

On average, marketers surveyed by Wipro and Coleman Parkes Research spent $682,000 on marketing technology.

Source: emarketer

Forrester predicts that marketers will spend $17.35 billion on marketing automation alone in 2018.

Source: emarketer

According to a new study, 75 percent of chief marketers acknowledge that their jobs could be on the line should customer experience strategies fail. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.


Marketers have a mixed view of the state of customer engagement as 41 percent say that systems that fail to connect or deliver a unified view of the customer experience across all touchpoints have done the most to threaten the execution of the CX strategy.


73 percent of marketers feel that a single view of the customer is possible, but 53 percent say that achieving this view will depend on having the right technologies in place.


By 2022, CMOs in the US will spend over $122 billion on investments in marketing technology (martech) and services.

Source: forrester

After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017.

Source: chiefmartec

The percentage of the CMO’s budget that is allocated toward marketing technology has dropped by 15 percent, from 27 percent of the CMO’s budget in 2016 to 22 percent of his or her budget in 2017.

Source: chiefmartec

Enterprise CMOs are still allocating 22 percent of their budget to marketing technology.

Source: chiefmartec

For every $1 spent on marketing technology, $2.36 is spent on internal staff and external services.

Source: chiefmartec

Only 8 percent of marketers have been able to implement and onboard systems in an effort to establish a best-of-breed model of technologies and platforms.