Rising Above The Fray

Self-reliant buyers, shifting behaviors and digital disarray have upended sales. But marketers can right the revenue ship.

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Overview

Only the most forward-thinking companies will be able to navigate a new and chaotic customer journey, where digital channels drive most of the revenue, where data and analytics shed light on shifting customer behaviors, and where marketers play a starring role. Yet too many companies are stuck in a linear way of thinking, still believing they own the conversation with the customer.

Can today’s marketer make sense of the digital disarray, rise above the fray, engage the customer, and drive revenue? The CMO Council, in partnership with Televerde, undertakes a cornerstone study to understand how marketers are helping their companies survive and thrive in a new digital reality spurred by the pandemic and forever changed buying behaviors.

background

For B2B businesses, statistics tell a heart-pounding story of disruption. More than 90% of the buyer’s journey is now fulfilled in digital channels. B2B e-commerce will reach $1.8 trillion in the United States in the next couple of years. In the buying process, 93% of business buyers are beginning with online research and eliminating 52% of vendors. Some 62% of B2B buyers can finalize selection criteria or vendor list solely on digital content. Much of the sales action is happening at the front of the funnel where marketers have the most impact.

This is the reason why, in a CMO Council global marketer survey, marketers ranked themselves as the ones primarily responsible for driving growth strategies and revenue generation, even above the CEO. Nine out of 10 marketers said senior management and board members expect marketers to drive measurable growth. The value of marketing has never been greater, nor has the pressure.

Now marketers have to deliver on this value. Amid a noisy digital world, marketers need new demand-creation strategies, data-literacy skills, audience and market insights, and emerging technologies to win the business of the self-reliant buyer.

Research: Survey

Events

Webcast

Apr
27

How Marketers Win In The Revenue Game

Discover what marketers need to survive and thrive in this new digital reality and how to navigate the customer journey. 

2021-04-27 10:00:00 2021-04-27 11:00:00 America/Los_Angeles How Marketers Win In The Revenue Game Discover what marketers need to survive and thrive in this new digital reality and how to navigate the customer journey.  CMO Council cmoteam@cmocouncil.org

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Facts & Stats

In 2020, 21% of consumers said they would prefer digital-only engagements with brands, versus only 10% in 2019.

Source: CMO Council

Overall consumption 15% US decline with recovery in 2023

Source: McKinsey & Company

Overall customer experience performance rose by 3 percent globally in 2020

Source: KPMG

Personalization is the strongest pillar in driving Customer Loyalty in 19 of the 27 international markets, whilst Integrity leads across 6 markets.

Source: KPMG

Two-thirds of the CEO’s of Global 2,000 companies will shift their focus from traditional, offline strategies to more modern digital strategies to improve the customer experience before the end of the year - with 34% of companies believing they’ll fully adopt digital transformation within 12 months or less.

Source: SuperOffice

The net global spending on digital transformation in 2018 was approximately $1 trillion. This number is expected to increase to more than $2 trillion by 2022.

Source: SuperOffice

47% of companies haven’t started their digital transformation yet - while 59% are worried that it might already be too late for them.

Source: SuperOffice

By 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.

Source: Gartner

A 5% increase in customer retention can increase company revenue by 25-95%.

Source: Smartinsights.com

85% of businesses have observed increased customer openness to new digital offerings whilst 84% observed increased value placed on digital experiences during the pandemic.

Source: Smartinsights.com
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Program Themes

  • Demand Generation
  • Role of CMO
  • MarTech Trends
  • Customer Engagement
  • Digital Marketing
  • Digital Trends