Sales & Marketing: Driving Revenue Through Collaboration
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Program Details
CMO: The Force Multiplier
Driving financial value through better technology strategy, investment, selection, integration, management and innovation.
Sponsors and Partners:
Sponsors and Partners:
About sponsor
In the new rules of business, speed and scale are table stakes. Increased expectations to stay relevant, continuously adapt, work smarter, grow faster, and deliver sustainability are constant pressures. Companies are realizing the key to accomplishing these expectations is to rapidly realign around the customer’s evolving needs in this increasingly digital world. This demands a continuous capability that requires a truly collective approach. Combining innovation with industry expertise and agility, KPMG can help you harness technology to build a connected enterprise that will create business value and drive sustainable growth in today’s digital world.
Overview
Today’s increasingly complex, distributed and digitally-driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Marketing process improvement, efficiency and yield is directly tied to more effective use of budget, automation, processes, front-office partnerships, data | analytics and intelligence that improve content creation, relevancy, delivery, access, control, workflow, agency/partner collaboration, market engagement, sales lead provisioning, as well as campaign measurement and tracking. All of this requires tighter coupling and collaboration between the CMO and his/her peers - CIO, CPO (Procurement), e-Commerce, CSO (Sales) and CFO.
To understand the challenges and best practices, the CMO Council will team with KPMG to lead a series of executive interviews and primary research studies around the evolving need of the CMO to more tightly align across the C-Suite and drive towards today’s increasingly complex marketing mandate.
Learn more about all of our research initiatives below.
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Making MarTech Pay Off
Driving financial value through better technology strategy, investment, selection, integration, management and innovation
Today’s CMO must harness the power of MarTech to deliver an excellent customer experience. It’s the reason why CMOs continue to invest in MarTech with spend projected to reach $122 billion by 2022, according to Forrester Research. Financial and brand value depend heavily on the CMO and CIO crafting a sound strategic plan with choreographed execution.
Yet problems abound in the CMO-CIO relationship, resulting in ineffective technology adoption. The MarTech vendor landscape has more than 8,000 solutions, many of them narrowly focused and posing challenges in data integration and unified user experience. Lapsed collaboration with IT at various points along the technology lifecycle, as well as ad hoc tech buys, has created an architectural nightmare stymieing MarTech returns on investment.
In this thought leadership program, the CMO Council and KPMG explore strategies for ideal alignment between marketing and IT that maximizes MarTech ROI and financial value. Topics span strategy, investment, evaluation and selection, architecture, data integration, solution management, and innovation and agility.
Research: Survey & Reports
Report
Making Consumer Products MarTech Pay Off
As consumer products companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and managem ... More
Events and Webinars On Demand
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Curated Facts & Stats
Jul 2022
Businesses are 67% better at closing deals when sales and marketing work together.
Source: AdobeJul 2022
More than one-third of marketers said they view the CMO-CIO partnership as strategic.
Source: ClickZJul 2022
Only 44% of companies have formally agreed on the definition of a qualified lead between sales and marketing.
Source: AdobeJun 2022
Companies with aligned sales and marketing teams experience 38% higher sales win rates as well as 36% higher customer retention rates.
Source: MarketingProfsJun 2022
When an organization's sales, marketing, and product functions are aligned, that organization achieves 19% faster revenue growth and 15% higher profitability.
Source: EntrepreneurAug 2021
CMOs in 'very effective' relationships with IT use an average of two innovation techniques, compared to 1.2 for CMOs in 'effective' relationships.
Source: Media UpdateAug 2021
69% of CMOs had a ‘very effective’ IT relationship and a multi-year strategic martech plan to boot, a further 29% were classed as merely ‘effective’.
Source: The DrumAug 2021
Only 23% of companies have ‘very effective’ CMO-CIO working relationships.
Jul 2021
Nine out of ten major pharmaceutical companies believe that they are missing opportunities to enhance the impact of digital technologies due to a lack of coordination between CMOs and CIOs.
Oct 2020
When CMOs work closely with IT, they are more successful at reaching company goals, and are able to grow their revenues 10 percent a year, twice the average rate of the S&P 500.
Source: ForbesRead
Curated Reading
Oct 2020 Deanna Ransom
How C-Suite Alignment Drives Business Growth and Superior Customer Experience
Sep 2020 Andrew Mort