Reports

Report

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

Report

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

Whitepaper

Bringing Social Security to the Online Community

A crucial concern for many users is security, a CMO Council survey (in process) of online social network users and trusted business group participants, shows that social networks worry about their personal data being stolen, spam, phishing, accepting third-party application invites, etc. Protecting personal, professional, and corporate reputations is a growing concern as well as the attraction to ... More

Report

Define Where to Streamline

Making Marketing Supply Chains More Efficient, Agile and Enviro-Friendly With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they source, select, manage, unify and align vendors, suppliers and service providers on strategic, creative, content, media, talent, distribution and production levels. Def... More

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Losing Loyalty

Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective... More

Report

Bottom Line From The Front Line

Driving the Bottom Line from the Front Line addresses the challenges facing global companies in their quest to develop world-class go-to-market capabilities. The study represents a "scorecard" that highlights an alarming trend among multinational companies: marketing and sales leaders give themselves decidedly poor marks when assessing their own go-to-market effectiveness. (Published: 2008)... More

Report

Protection From Brand Infection

The Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks. It also quantifies the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners. Through both enterpris... More

Report

Marketing Outlook 2009

Despite a restrained economy, however, marketers see budgets holding up fairly well with dollars being stringently controlled and directed against growing and retaining market share. The 2009 Marketing Outlook Survey, the largest independent annual assessment of senior marketing executives today, is an annual global benchmarking initiative. Given the economic challenges and market pressures worldw... More

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Calibrate How You Operate

Marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. According to new research, marketers fear they will be unable to implement the needed marketing platforms and automat... More

Report

Giving Customer Voice More Volume

Customer experience is still very much a work in progress for senior marketers who participated in this study, fielded in late 2008. Despite overwhelming agreement on the importance of customer experience and word-of-mouth, the admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes. ... More

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The Leaders In Loyalty

Customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neighborhood burrito palace or dry cleaner. Yet, through the CMO Council’s research in The Leaders in Loyalty: Feeling the Love from the Loyalty Club these prog... More

Report

Track The Yack

The Track the Yack voice of customer (VOC) study, part of the CMO Council's Reinvent Mobile campaign, gathered nearly 10,000 distinct sentiments based on some 4,000 online conversations between mobile PC users to analyze the preferences of today's diverse digital user base worldwide. Analysis of the consumer-generated conversations examines user perceptions, preferences, satisfaction levels and ex... More

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Routes to Revenue

Routes to Revenue benchmarked the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers...in one of the most challenged financial times. With fielding of the study starting on the day that Leihman's Brothers closed and financial collapse was immenent, mark... More

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Perfect How You Project

The Perfect How You Project survey of over 340 financial professionals revealed that executives and financial staff, from a broad industry spectrum of small, medium and large companies, unanimously agreed that budgeting, forecasting and reporting are essential or very important to their business success. However, over 65 percent admitted they are not agile or adaptive in their financial practices,... More

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Discovering The Pivotal Point Consumer

A study of American consumer shopping behavior designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. Conducted by Catalina Marketing's Pointer Media Network, in conjunction with the CMO Council, the study unmasks the ... More

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Variance in Customer Experience

Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to identify limitations, liabilities and lost opportunities when companies do not enforce brand guidelines, control digital assets, and harmonize content origination and delivery channels wo... More

Whitepaper

Mastering the CLOSE: New York

The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing.This paper serves as an overview and wrap up summary of the speaker and session presentations... More

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CLOSE: Scenarios and Solutions

In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The Chief Marketing... More

Report

Closing the Gap

As more executives are being held accountable for process and sales optimization, bridging the gap and aligning sales with marketing is a critical imperative versus a luxury of company culture. The study, which reached out to a wide cross-section of marketing, sales and channel management professions worldwide, is part of a new initiative by the CMO Council to more tightly couple sales and marketi... More

Whitepaper

Mastering the CLOSE: Paris

The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a community of sales and marketing executives managed by the CMO Council and dedicated to developing best practices in optimizing sales performance through the integration and close partnership between sales and marketing. The CMO Council released a white paper detailing the overview and wrap up summary, speaker and session pres... More