Localize to Optimize Sales Channel Effectiveness

Localized marketing has become a critical area of strategic focus and competitive advantage for brands. Yet, just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level in contrast to nearly 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing. In this study &n... More

• Local-Mobile Engagement
• Advertising Effectiveness

What's Critical in the Vertical: Global Banking

The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline where and how banks should invest, communicate, and address consumer concerns. (Published: 2001)... More

• Personalization
• Customer Behavior

Promotion Commotion

The CMO Council interviewed 113 front-line managers, sales executives, and field marketing managers to assess their perspective of marketing materials. While almost everyone agreed that point-of-purchase materials and marketing consumables are persuasive at the point of sale, the management of these tools, from creation to distribution and implementation, is too often overlooked. Download the Mark... More

• Sales Enablement
• Marketing Supply Chain

The 2011 State of Marketing

Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011. Among the priorities, marketers intend to add a one-two-punch of marketing analytics talent coupled with strategic planning and business development experience to better target, segment and th... More

What's Critical in the Vertical: Utilities

Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requirements and sentiment. The end product? 30 pages of insight into customer engagement, advocacy and loy... More

• Personalization
• Customer Behavior

Renovate to Innovate

As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed CMOs and delved into the challenges and nuances of their role. In addition to these interviews, the repo... More

• Marketing Performance
• Corporate Culture
• Role of CMO

Making Sense of Subscriber Complexity

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both... More

• CX Strategy
• CX Trends
• CX Technologies

What's Critical in the Vertical: Retail Banking In Australia

Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper,... More

• Personalization
• Customer Behavior
• Asia Pacific

A Straight Line To The Front Line

Growth and recovery are at the top of every executive’s to-do list as we head into a postrecessionary economy. This mandate has placed increasing pressure on Sales to close business and on Marketing to fill the pipeline with quality leads. And while the riff between Marketing and Sales is certainly nothing new, it has taken on a new direction that has a direct and immediate impact on the bot... More

• Sales Enablement
• Marketing Supply Chain

Unify to Multiply

Marketing must embrace the mandate for real-time adaptive marketing. Yet, in today’s increasingly complex, distributed and digitally driven marketing ecosystem global marketers are being challenged to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Becoming more agile at exploiting opportunities, pre-empting issues or th... More

Competitive Gain In The Demand Chain

Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, this study finds that far too many marketing executives have never assessed demand chain performance, nor... More

The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance

In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet, according to this new report from the CMO Council and Accenture, "The CMO-CIO Alignment Imperative: Dr... More

Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization

There is an epidemic that threatens the optimized Marketing Supply Chain. As Marketers seek to provide the most timely, fresh and of-the-moment content to customers and channel alike, old, over-ordered or un-utilized materials tend to be stored, destroyed or ignored, left to sit an occupy costly space in offi ces to warehouses. High levels of waste can generally be attributed to limited access to ... More

Doing Away With Foul Play In Sports Marketing

Marketers have long invested in sports properties to boost awareness, loyalty and fan support for their products and services. However, as major sports franchises and events rapidly gain international popularity, official sponsors and partners are facing more frequent violations of their trademarks, copyrights and intellectual property. Increasing incidences of ambush marketing, online brand hijac... More

What's Critical In the Vertical: Insurance

There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance Vertical, 21 percent of consumers who received information about additional products or services rendere... More

• Personalization
• Customer Behavior

Mobile Relationship Marketing

The Big Brands Embrace the Move to Mobile Relationship Marketing white paper explores how global mobile marketing can open up vast new opportunities for big brand marketers, consumers, and loyalty leaders alike to benefit from more personalized, immediate, relevant, and environmentally responsible mobile communications. See how marketers and consumers are beckoning for new digital, mobile touch po... More

• Mobile Relationship Marketing

Variance in The Tech Experience

The digitally dependent consumer is increasingly overwhelmed and upset with technical glitches and problems in their daily lives.  While the threats and complications with computers are on the rise, customer technical support has not kept pace to address the needs of a growing population of computer users that are highly dependent upon their device as part of their daily lives.... More

• Technology Spend
• Technology Budget
• Customer Insights

State of Marketing 2010

The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest annual independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior marketing decision makers are managing marketing mix modeling, budget allocations and media mix spe... More

• Advertising
• Media Mix
• Allocation Trends
• Global Trends

Why Relevance Drives Response and Relationships

In this CMO Council report marketers identified critical tactics and strategies to deepening engagement. Nearly 60 percent said they intend to improve customer segmentation, profiling and targeting, while 30 percent reported they were embracing more personalized, multi-channel communications across all customer touch points. However, only 15 percent of marketers believe their companies are do... More

• Personalization
• Print Advertising

Leveraging Loyalty to Transform Publishing

As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon their magazines and they are certainly not ready for an onslaught of iPad-vertising to interrupt their ... More

• Content Marketing
• Personalization
• Print Advertising