Measuring Marketing in the Moment
Understanding How Shoppers React, Transact and Interact in Real-time

The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action. It’s no easy task, which is why four out of five marketers...

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Making Content Marketing Convert
Combining Trusted Content from Channels of Insight + Influence with Lead Marketing Science

Digital content is indispensable in driving business opportunities, market education and customer engagement in 2020. Yet, many marketing organizations lack the necessary capabilities and processes to keep pace with a growing content marketing imperative. This report sheds light into the problems marketing organizations face in elevating the business impact of content development, distribution and...

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Making Content Grow Into Customer Flow
Improving Content Marketing Value from the Pipeline to the Bottom Line

Content marketers face challenges on multiple fronts — and they’re losing the battle. Marketers can spend a third of their marketing budget on content yet lack the capability to measure ROI. Content strategies are built on budget and time, not on customer and market trends. Content quality is hit or miss. Scattershot content distribution turns off customers. Marketers better turn thei...

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Authority Leadership Marketing
Making Content the Cornerstone of Customer Engagement and Relevance

B2B marketers today must introduce strategic themes and advocacy platforms that resonate with customer decision makers sweating business issues, problems and challenges. By assuming a trusted authority leader role and evidencing intimacy with market needs and requirements, vendors become credible sources of relevant information and conversation. This often requires linkages with peer networks and...

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Mobile Ingenuity in Africa's Dynamic Community
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers

Known as a land rich in minerals, the African continent has a new source of economic growth and wealth to mine: mobile customer data. Possessing a vast abundance of ever-multiplying subscriber insight, Africa’s leading wireless network operators and communications service providers are now hardwired to turn this under-performing asset base into a new form of “data currency&r...

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How To Achieve Transformational Growth
Combining Vision, Insight, and Innovation with Cultural Alignment and Unified, Disciplined Digital Execution

CMOs in the age of digital transformation and accelerating competitive intensity are being challenged to set forth new routes to revenue. With the expectation that the mandate of today's CMO is to achieve consistent and substantial growth, there is increasing pressure to identify strategies that will achieve increased customer value, scale global operations and improve product success. Yet while ...

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Exceeding the Requirements of the Trust Economy
Identifying Opportunities to Secure the Trust in Brand Experiences

Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it.” This has never been more true when it comes to the sacred trust between customers and brands. Today’s customers are ready to flee brands that can’t keep personal data secure. Yet, too many brands risk losing customer trust in the face of massive data proliferation and rising ...

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Are Garbage Leads Trashing Your Brand?
Time to Add More Compliance to Lead Marketing Science

Too often, marketers provision leads from agencies, offshore list sources, internal departments or media channels that are not the result of an opt-in, permission-based, relevant content-consumption process. In other words, they’re garbage. And it gets worse: These leads may be coming from bad actors, such as overseas lead farms cutting corners and outright illicit name scrapers. All of whic...

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Transformation in the Age of Engagement
Shifting the Destination to Journey Back to the Customer

Transformation, especially in the digital age, is not easily achieved. Many businesses are investing in transformation, but not all of these investments will pay off. For too long, transformation has been approached as a massive project... something all-encompassing, expensive, and massive. Transformation is rarely discussed as advancement made in many small steps. This report dives into two cas...

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Data Protection, Privacy and Regulations
An Exclusive Authority Leadership Briefing for Premium Members & Subscribers

This is the first of what will be quarterly briefings from the CMO Council team, available exclusively for our premium members and library subscribers. As May marked the one-year anniversary of GDPR, this first exclusive cut investigates the impacts and ramifications of this regulatory event. Diving into such areas as the cost of compliance – or non-compliance, for those companies that felt...

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The State of Digital Brand Advertising
2014 Industry Benchmarks Report

For three years, the CMO Council partnered with Nielsen to survey brands, agencies and media publishers to learn more about how—and where—they’re spending advertising dollars. The latest resulting white paper—titled “The State of Digital Brand Advertising”—takes a detailed look at the steps marketers are taking as they strive to maximize the impact of thei...

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Best Practices in Engaging Mobile Customers

As part of a recent study by the Chief Marketing Officer (CMO) Council and SAS—titled “Getting in Sync With Mobile Customers”—leading marketers shared their insights around mobile as a critical component within the marketing toolkit through a quantitative survey. This research found that mobile can be a real game-changer for marketers who create a full strategy around it ra...

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Getting in Sync With Mobile Customers
Capitalizing on Marketing's Big Mobile Opportunity

With mobile device dependency central to today’s digital lifestyles, enlightened brands are creating new mobile relationship marketing strategies that go well beyond simple app and mobile advertising delivery. In this study from the Chief Marketing Officer (CMO) Council, conducted in partnership with SAS, we found that 61 percent of marketers surveyed reveal they have deployed some form of m...

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APAC Digital Marketing Performance Dashboard 2014

The 2014 digital dashboard has found that countries such as Australia, India and Singapore are pulling away with strong executive support and digital champions while South Korea, China and Hong Kong struggle with executive support and skill shortages. It also found that marketers are not moving beyond more basic measurements. Asked whether they are measuring throughout the life of campaigns, only ...

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Grow From the Right Intro
A Report on the Strategic Value of Business Alliances and Compatible Partner Matching

More than ever, businesses must rely on strategic partnering to grow revenue, acquire customers, expand market reach and innovate products, services and customer experiences. But many are struggling to get it right. This report examines the state of partnering in today’s fast-changing, global marketplace. The study sheds new light into the motivations, rewards, pitfalls and proven practices ...

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Localize to Globalize
Unifying Messages, Experiences and Engagements Across Global Campaigns

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...

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Real Insight: Real Time
Marketing's Social Evolution

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...

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Ambush Marketing
A Global Legal Perspective

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...

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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...

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The Content Connection to Vendor Selection
How Online Information Sourcing Influences the Pre-Sales Buying Process

This strategic brief includes findings from a survey of 352 senior-level B2B buyers, influencers and decision makers and features insights into the effectiveness of marketing content in generating value for customers. It also includes qualitative findings of interviews conducted with marketing executives at IBM, Allegro Development, AppNexus, CA Technologies and more. It provides an in-depth, well...

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Turning Social Feeds Into Business Leads

“Turning Social Feeds Into Business Leads,” developed in partnership with hoojook, Inc., argues that the auto industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines. Based on interviews with senior marketers and executives from auto manufacturers, dealer networks, aftermarket service providers and B2B automotive solution...

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Best Practices in Big Data and Engagement
Capitalizing on Big Data Opportunities

This white paper is the first in a four-part series, which looks at how leading brands are turning big data into actionable customer insights and engagements. Featured are two best-practice studies in which both brands are truly innovating and activating big data analytics to create some of the most relevant and profitable experiences with their customers....

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Destination 2017
Preparing to Meet Tomorrow's Customer Experience Expectations

Building a fully connected customer experience requires marketers to have a complete, 360-degree view of the customer. In addition, customers expect transparency and value from the brands with whom they choose to do business, and this requires marketers to have customer intelligence and data that enable them to meet customers' expectations of seamless and highly personalized engagements. And as cu...

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Japan Digital Marketing Performance Dashboard 2013
How Japan Compares to the Rest of Asia-Pacific as It Relates to Digital Marketing Traction and Success

The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific and Japan, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. This research seeks to identify how marketers are progressing in their digital marketing efforts in Japan, as well as where challenges still exist. For this initiative, the...

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Challenger Brands in Emerging Markets
The New Global Contenders

Many emerging market multi-nationals are category innovators, market disruptors and opportunistic acquirers of entrenched Western brands. They use frugal design, lean production, new technology, large cash coffers, and economies of scale from contract manufacturing and robust local markets to compete with slow moving and less agile incumbents. What challenges do they face and what strategies are t...

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Advancing Analytics
How Insight Fuels the Marketing Engine

The demand for a marketing intelligence engine that can aggregate data and deliver the facts marketers need to create more engaging customer experiences has never been greater. Marketers must reach their customers with real-time, relevant messages through the customers’ preferred channels to meet their ever-evolving needs and be able to sort through the wealth of data without having it decod...

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BtoB Content Impacts Customer Thinking & Buying Decisions
Uncovering the Impact of Marketing Content

According to a report released by the CMO Council, 87 percent of B2B buyers say online content has a major or moderate impact on vendor selection. Of those surveyed, 28 percent share valued content with more than 100 colleagues, with email being the most used method for sharing online content. The study also showed B2B buyers value the following sources of online content when researching products...

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Better Lead Yield in the Content Marketing Field
How to Select, Connect and Convert Business Buyers Through Engaging Content and Smarter Multi-Channel Delivery

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...

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2013 Online Advertising Performance Outlook
Reaping the Full Benefits of Online Advertising Efforts

According to the McKinsey Quarterly, “the rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the web’s promise as the most targeted and measurable medium in the history of marketing…Hobbled by nascent technol...

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MRM Year In Review
Mobile Advertising Bright Spots in 2012

As marketers look to understand, test, leverage, exploit and measure mobile advertising, there is also a call for best practices in how this integrates with both online and offline customer acquisition and relationship-building initiatives. To answer this call, the CMO Council identified a collection of brand leaders for this whitepaper, which also includes media consumption insights gathered by I...

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Whats Critical in the Telecommunications Vertical
Insights Into the Factors Driving Loyalty and Defection in the Telecommunications Industry

This installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, provides key insights into the factors driving loyalty and defection in the telecommunications industry based on data gathered from 1,660-plus global consumers and 147 senior marketers. Only 34 percent of 1,660 mobile subscribers surveyed around the globe in the second quarter of 2012 are lo...

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Delivering Positive Impressions During Market Depressions
How Banks Are Regaining Trust As the Financial Sector Readjusts

As the global financial crisis and US credit rating downgrade took grip, banks of all sizes were challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders, and investors. Quick response to ever-changing conditions and market gyrations required nimble content provisioning and adept use of digital media channels for rapid versio...

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The Social Consumer Brand Compatibility Model
Matchmaking Comes to Marketing: Social Media Insights Find the Right Fit Among Brands, Audience Types, and Channels

Social media has become one of the biggest, most dynamic parts of marketing. Brands across every vertical are scrambling to make up ground and develop and implement digital marketing strategies. While some brands scored huge early wins and established themselves as digital leaders, most marketers are still searching for how social channels can work for their companies and how they fit with the res...

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Variance in the Social Brand Experience

The CMO Council set out to take a closer look at the state of affairs in the busy two-way street of social media marketing from both points of view: the consumer’s and the marketer’s. We surveyed 132 senior marketers and more than 1,200 consumers on the subject of social media, asking each how and why they are currently using it, what they get out of it, and what they’d like...

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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) As cu...

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Promotion Commotion
A View Into the Needs and Setbacks of the Front Line

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...

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What's Critical in the Vertical: Utilities
Relevant Messaging That Engages a Targeted Audience

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...

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What's Critical in the Vertical: Retail Banking In Australia
Meeting the Needs of a New, Demanding Customer

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,...

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A Straight Line To The Front Line
Unraveling and Understanding the Conflicts Between Sales and the Marketing Supply Chain

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...

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Unify to Multiply
Marketing Ecosystem Effectiveness

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...

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Understanding the Critical Factors to Achieving Marketing Supply Chain Operational Effectiveness and Optimization
A Mapping + Tracking The Optimized Marketing Supply Chain Initiative

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 offices to warehouses. High levels of waste can generally be attributed to limited access to m...

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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...

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Mobile Relationship Marketing
Opportunity to Put Interaction in the Hands of 5 Billion Global Mobile Consumers

As the most pervasive channel of communications and targeted engagement on the planet, the mobile phone reaches more than 5 billion users globally. The mobile channel is an unprecedented opportunity to reach both developed consumer markets in new an intrusive way, and developing regions that cater to a previously untapped, unreachable, and unbanked mass of humanity. The Big Brands Embrace the Move...

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Variance in The Tech Experience
Combatting Computer Stress Syndrome

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....

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Why Relevance Drives Response and Relationships
Using the Power of Precision Marketing to Better Engage Customers

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...

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Leveraging Loyalty to Transform Publishing
The Challenges Faced By Today’s Magazine Industry, and How Personalization and Relevance Could Save the Day

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 ...

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Bringing Social Security to the Online Community
A Presentation by Donovan Neale-May

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 ...

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Losing Loyalty
The Consumer Deflection Dilemma

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...

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Track The Yack
Voice of the Customer Monitoring to Help Reinvent the Mobile PC Experience

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...

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Perfect How You Project
Assessing Diligence and Discipline in the Planning Process

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,...

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Discovering The Pivotal Point Consumer
A Milestone Study on American Shoppers Who Drive CPG Brand Volume

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 ...

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Mastering the CLOSE: New York
Event Wrap Up and Summary

On January 22, 2008, 30 sales and marketing executives gathered at Columbia University to convene the first in a series of six global workshops focused on the alignment of sales and marketing as a vehicle to optimize sales effectiveness and, ultimately, drive business growth. Attendees spanned industries as diverse as financial services (represented by American Express and HSBC) to high tech (repr...

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Mastering the CLOSE: Paris
Event Wrap Up and Summary

Paris in the springtime. Picturesque. Romantic. Collaborative? CLOSE selected Paris as the sixth and final venue of its six-month global think tank junket. Over the course of six months, the CLOSE workshops gathered some of the most open, honest, eager and seasoned sales and marketing executives the world has to offer. The Paris contingent proved yet again that while the divide between sales and m...

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Mastering The CLOSE: Palo Alto
Event Wrap Up and Summary

The needs, challenges and expectations of America’s high tech companies is not brought into clearer (and harsher) focus than in the Silicon Valley. Through its history of bubbles that burst and companies whose future hinged on sales in an era of giant marketing and media spend simply can not be hidden. And through it all, the region continued to remain relatively small and insulated. Sales a...

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Mastering the CLOSE: Brazil
Event Wrap Up and Summary

In late 2007, the CMO Council set up a membership organization, CLOSE: The Coalition to Leverage and Optimize Sales Effectiveness, to convene sales and marketing to discuss the importance and best practices of aligning the two functions. A major part of the effort is a dedicated website – closebiz.org – that features the latest academic and field research, real-time news and informatio...

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Mastering the CLOSE: Sydney
Event Wrap Up and Summary

The CLOSE workshop world tour found it’s way to Sydney, Australia to learn about the challenges, successes and aspirations of sales and marketing executives. This stop of the global tour was intended to tap into the insights of the Asia Pacific. However, it is important to note that Australia is essentially a market in and of itself. It is a mature market, with distinct needs and requirement...

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Mastering the CLOSE: London
Event Wrap Up and Summary

In late 2007 the CMO Council set up a membership organization, CLOSE: The Coalition to Leverage and Optimize Sales Effectiveness, to bring both sales and marketing to the table to discuss the importance and best practices of aligning sales and marketing efforts. A major part of the effort is a dedicated website – closebiz.org – that features the latest academic and field research in th...

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Competition at the Crossroads: Strategic Planning and Action in Disruptive Markets

The new study by Deloitte and BPM Forum finds that companies are having difficulty anticipating market change and are limited in their capacity to make effective course-correcting action, in large part due to insufficient investment in strategic planning, getting the right information and having the required talent that can look beyond today's sales, profitability, current products, customers and ...

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Marketing Outlook 2007

This groundbreaking study uncovers the further changes executives plan to make in 2007 to upgrade organizational effectiveness, strengthen customer engagement and achieve even greater measurability. Most marketers say they will have larger budgets in 2007 to accomplish these goals. The 2007 Marketing Outlook study is the first in this annual benchmark study undertaken by the CMO Council....

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The Global Mobile Mindset

The Global Mobile Mindset Audit is the most comprehensive research effort ever undertaken to understand the needs, intentions and issues surrounding the purchase and use of mobile technology and services worldwide. Conducted by the CMO Council's Forum to Advance the Mobile Experience (FAME) and powered by Global Market Insite, Inc. (GMI), the audit surveyed nearly 15,000 consumers in 37 countries....

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Remote Revolution
Uptime Issues, Implications & Imperatives of the Mobile Workforce

By the end of 2005, the world's mobile and remote workforce jad expanded rapidly, companies are increasingly grappling with tough questions about how to best support, secure and empower their workers. Employee expectations were on the rise for ubiquitous real-time access to messaging and data, and 24/7 support for the devices and applications that can help deliver it. This study sur...

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Comply on the Fly
Keeping Pace with the Challenges of Mobile Data Management

The collective findings of Comply on the Fly point to a nascent but increasingly pervasive imperative for ensuring corporate accountability and fiscal integrity. As company growth and competitive pressures accelerate adoption and use of mobile devices by the workforce, the chance of deploying such devices without proper guidelines, policies, processes and procedures, leading to a lack of adequate ...

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Secure the Trust of Your Brand
Assessing the Security Mindset of Consumers

There has been little research into how broadly such incidences are eroding consumers’ trust in brands. This is the impetus for Secure the Trust of Your Brand™, a major thought leadership initiative fielded by the Chief Marketing Officer (CMO) Council. This comprehensive research effort is designed to better understand the degree to which information security, business continuity, and ...

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Accelerate How You Differentiate
An Alert Enterprise Audit

Is your company an alert enterprise? The ability to quickly identify and respond to market and operational risks and opportunities is a major competitive advantage, and one in which information technology is playing an increasingly important role. The need for companies to become Alert Enterprises is forcing management to take a serious look at internal structures, cultures and capabilities. This ...

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Select and Connect
Strategies for Targeted Acquisition and Retention

Select & Connect: Strategies for Targeted Acquisition and Retention explores the strategies, processes and methodologies to achieve maximum customer acquisition, retention and profitability. It also examines the marketing organization's level of customer knowledge, as well as the segmentation approaches used to target and acquire top prospects and profitable opportunities. By revealing pain po...

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Targeting with Texting: The Value of Just In Time Mobile Messaging

According to professionals across a wide range of industries, text messaging has blossomed into a critical mechanism for enterprises and organizations as a means of instant, effective and affordable alerts. Text messaging, the practice of sending short messages to mobile devices, is enabling enterprises and governments to instantly send urgent alerts and notifications to support customer service, ...

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Market Viligance, Product Diligence
Powering Product Marketing Effectiveness

Competitive global forces and factors are pressuring technology companies to constantly monitor, calibrate and adjust product development, build and delivery in the face of continuous and often unpredictable demand and supply chain dynamics. Adaptive pricing, agile response to competitive moves, effective stewardship of individual products, as well as astute management of product portfolios have b...

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RetailFluency
Impact of Online Research on Off-Line Retail Buying Predispositions & Outcomes

The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is climbin...

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Define What's Valued Online
Exploring Technology Content Usage and Its Influence on IT Buying

By 2005, just as consumers were flocking to the Internet to research vacation destinations or new cars, buyers of B2B technology had also turned to the Web to research IT products, services and solutions. In fact, the majority of technology buyers were using the Internet as their primary resource for purchasing decisions. The Define What’s Valued Online explores online technol...

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Staging and Gauging
Do Events Pay Off?

After facing the challenges of reduced travel following 9/11 and event-spend cutbacks during the subsequent business slowdown, event marketing rebounded. Expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $140 billion, per Promotion Marketing Association/PROMO magazine. This growth environment led the CMO Council to launch ...

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Measures and Metrics
The CMO Council Market Performance Measurement Report

The first time the CMO Council published a report on the topic of Marketing Performance Measurement (MPM) was back in 2004 -- long before MPM became a common part of the marketing lexicon. Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report defined how companies should measure and quantify marketing's performance. It proved to be an invaluable ...

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Marketing Under Siege
The State of Marketing in 2002

Published in February 2003, this study provided direct insights into the health of high-tech marketing in 2002 post internet bubble collapse, and provided a prognosis for the year ahead (2003). ...

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