Calibrate How You Operate™: Improving Marketing Yield, Visibility and Process, is a new Chief Marketing Officer (CMO) Council thought leadership initiative which will focus CMO attention on how to optimally structure, resource, and run today’s digitally driven, customer-centric, globally distributed, cross-cultural marketing organization. Given the fact that 50 percent of CMOs are hired to fix broken marketing organizations, this is a particularly timely and relevant initiative.
The program will center around a extensive audit and assessment of diverse operational marketing dynamics and needs (BtoB, BtoC, geographically and vertically), along with the development of a new model for globally aligning, unifying, managing and tracking sales, marketing, channel and customer relationship activities. It will also identify the integrated platform, disciplines, methodologies, tools and solutions/hosted services required to improve functional integration, output, accountability and effectiveness. This Operational Marketing Model (OMM) will be promoted and evangelized by the CMO Council as a platform and framework for global adoption and use by its members
The purpose of this initiative is three-fold:
- Advocate a strategic imperative and roadmap to help global brand marketers embrace solutions, services, tools and methodologies that will drive customer analytics, marketing group performance, sale/channel alignment, functional integration, process efficiency and business outcome measurability.
- Generate a consensus view on best ways to leverage marketing-related technology, source and integrate customer data/research, collaborate with IT and outsourced service providers, manage implementations, finesse organizational change, and assure solution adoption and use.
- Predispose key buyers and specifiers of marketing automation solutions to the CMO Council’s Operational Marketing Model and provide underwriters with valuable insights and perspectives for product portfolio development, positioning, messaging, customer acquisition and value selling.