Reshaping Global Engagement Operations

Optimizing the Resonance and Relevance of Localized Marketing Initiatives

In partnership with:

Overview

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As brands eye global expansion and market entry, the question of how to organize teams and partner resources is becoming increasingly complex. Organizations are forced to review their practices as local customers expect personalization that includes accurate, relevant and appropriate reflections of local behaviors and cultures.

The localization of global initiatives demands optimized performance and efficiency. Yet previous CMO Council research showed that only 5 percent of marketing leaders say they are confident in the impact of their agencies and performance partners.

Large questions are being raised, including whether to centralize or decentralize operations; whether to give authority to business units or control the message, tone and voice from a single center of excellence; and whether there should be a single point of accountability or regionally-led decision-makers.

Just as marketers have elevated and innovated engagement strategies and initiatives, it is time to turn a critical eye to organizational structure and matrix to ask where and how efficiency and effectiveness can be coupled with the experience demands and expectations of the critical audience of one, regardless of where they sit in the world. New questions around data ownership and governance, resource allocation and budgeting, measures and metrics, and partner trust and transparency must be vetted and investigated as marketers continue to upskill and optimize performance while driving growth.

The CMO Council, in partnership with Worldwide Partners, will investigate new thinking around global operational structures, asking marketing leaders to contribute best practices into organizational structure, team empowerment to meet the needs of the local customer, agency and partner management in the new global matrix as well as sharing insights into the needs, challenges and opportunities of reshaping the operations of global engagement and experience.

Research: Survey

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Facts & Stats

Nine out of ten firms across 18 countries use artificial intelligence solutions to improve the customer journey.

Source: MIT Technology Review Insights and Genesys

Companies worldwide have the marketing technology priority to increase marketing ROI (65 percent), improve marketing efficiency (57 percent), attribute revenue to marketing (39 percent), and improve data security (14 percent).

Source: Ascend2

More than half (59 percent) of marketers find it difficult to personalize content at scale.

Source: Adobe

90 percent of consumers globally want to speak with a business directly through messaging at every stage.

Source: Mar Tech Advisor

Companies that invest in marketing operations can experience a 25 percent increase in overall marketing effectiveness.

Source: McKinsey & Company

With the growth rate of 18.4 percent, the global content marketing software market is projected to reach $9.59 billion by 2023 compared with $4.12 billion in 2018.

Source: MarketsandMarkets

76 percent of international marketers agree having a team member or partner with local market knowledge is as important as having high brand awareness (77 percent) when it comes to delivering a successful international campaign.

Source: Croud

In 2017, 99 percent of digital economy GDP (eGDP) required 52 languages; in 2022, 99 percent of eGDP will require 59 languages.

Source: Common Sense Advisory Research

Program Themes

  • Agencies & Partners
  • Marketing Supply Chain
  • Marketing Operational Models
  • Marketing Operations