Reports

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

Report

CMO Compensation

The Chief Marketing Officer (CMO) Council’s new “CMO Compensation Report” tells all you need to know about chief marketer compensation, with 36 pages of analytics and insights drawn from a survey of 345 chief marketers around the world. It is the first and most defining analysis of senior marketer salary, benefits, bonuses, incentives and perks published to date. The report is a... More

Whitepaper

Localize to Globalize

In this age of the customer-defined experience, language and how we present content to our customers can mean the difference between rejection and transaction. While much focus has been placed on the channels through which content can be delivered, less attention has been paid to the complex challenges associated with adapting, packaging and translating content for different audiences, cultures an... More

Whitepaper

Real Insight: Real Time

Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda and many more in attendance, it was clear that the organizations were all at different stages in their so... More

Report

Ambush Marketing

The Global Advertising Lawyers Alliance (GALA) released "Ambush Marketing: A Global Legal Perspective," which summarizes laws and other rules governing ambush marketing in 52 countries around the world. Ambush marketing, a controversial marketing practice that pits non-sponsors against rights holders, is as prevalent as ever as marketers seek to associate themselves, rightly or wrongly, with signi... More

Whitepaper

Best Practices In Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities

While global consumers have been quick to adopt an immersive mobile lifestyle, marketers have been a bit more cautious about fully committing to mobile relationship marketing (MRM). More brands are launching apps or are establishing mobile-enabled content, but few are looking at the totality of the mobile relationship and fully integrating it into the overarching marketing strategy. In the CMO Co... More

Whitepaper

The Content Connection to Vendor Selection

Content marketing research by the Chief Marketing Officer (CMO) Council reveals insight-hungry business buyers are increasingly reliant on trusted third-party information to make more educated decisions. The study also found that buyers tend to be clustered in distinctly different content sharing circles based on how the purchasing process is being driven, as well as their levels of collaboratio... More

Report

Maximize How You Individualize

Digital engagement has flourished in Asia, now home to more than 40 percent of the world’s Internet population. Social media, as a key example, has grown at the rate of 10 million new registered users per month. However, most critical to brands is that consumers across APJ are not just registering on social media channels, but they are actually engaging with brands and each other. According ... More

Whitepaper

Turning Social Feeds Into Business Leads

Social media represents an important marketing frontier for the automotive industry. Ninety-four percent of millennial car buyers—the industry’s largest and fastest-growing demographic—gather information online, and 38 percent of consumers say they will consult social media in making their next car purchase. Based on these facts, senior marketers recognize social’s capacity... More

Whitepaper

Best Practices in Big Data and Engagement

This paper looks at how leading brands are turning big data into actionable customer insights and engagements.  ... More

Report

Business Traction From Smarter SMB Interaction

This study by the CMO Council identifies and chronicles best practices in SMB marketing, partnering and co-innovation.... More

Whitepaper

Destination 2017

As customer expectations continue to evolve, one thing is certain: The customer experience of 2017 will look dramatically different from today.... More

Report

APAC Digital Marketing Performance Dashboard 2013

The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable.... More

Report

Japan Digital Marketing Performance Dashboard 2013

This research sought to identify how marketers are progressing in their digital marketing efforts in Japan, as well as where challenges still exist.... More

Report

Know More to Grow More

This report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. ... More

Report

Challenger Brands in Emerging Markets

McKinsey Institute research predicts that the share of Fortune Global 500 companies based in emerging markets will exceed 45 percent by 2025, up from just 17 percent in 2000. What is making these new contenders successful and which countries of the world are likely to benefit the most from the globalization or regionalization of their indigenous brands?... More

Whitepaper

Advancing Analytics

In this white paper, the CMO Council addresses the new era of customer-driven engagements and how marketing must look to customer intelligence to engage customers in a relevant, meaningful way.... More

Report

BtoB Content Impacts Customer Thinking & Buying Decisions

This infographic looks at the impact and value of BtoB marketing content and shares some of the key findings of a survey of more than 400 BtoB content seekers. ... More

Whitepaper

Better Lead Yield in the Content Marketing Field

BtoB marketing organizations need to dramatically improve their capacity to generate and deliver trusted, customer-relevant and strategically unified content across a multiplicity of digital channels, formats and device types. ... More

Report

Customer Attainment From Event Engagement

This report on event marketing highlights the central role of events in customer engagement, but marketers need better tracking of business ROI to justify future investments. ... More