Report

How Brands Annoy Fans

While it is estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017, recent headlines and pronouncements by leading brand marketers highlight the significant limitations in this technology-driven ad buying process, with image-sensitive brands ap ... More

Report

Elevate What Consumers Appreciate

To date, the customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about th... More

Report Cover for Brand Protection From Digital Content Infection
Report

Brand Protection From Digital Content Infection

While programmatic ad spend continues to increase exponentially year over year, the risk of digital display ads appearing next to offensive or objectionable content is becoming a top concern for marketers. In fact, this study—conducted in partnership with Dow Jones—reveals that 72 percent of marketers are concerned about brand integrity and control when it comes to their programma... More

Report Cover for Customer Experience Dynamics
Report

Customer Experience Dynamics

According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Hybris and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises. Functional heads that should have a vested interest in owning CX simply don’t. Only 7 percent of sales and 9 percent of marketing leaders view themselves as ... More

State of Marketing 2012 Report Cover
Report

State of Marketing 2012

The outlook is distinctly positive for marketers as executives head into 2013 with renewed confidence in their roles and business performance. Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending ... More

Whitepaper

Better Lead Yield in the Content Marketing Field

Vendor content frequently lacks value and trustworthiness in the eyes of BtoB buyers, who are increasingly turning to more trusted, peer-driven sources of  content along their path to purchase, according to the CMO Council's Content ROI Center. This white paper includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine C... More

Report

State of Marketing 2014

The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-point assessment taken by more than 525 senior-level marketers from around the globe. T... More