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Rising Above The Fray $50 US*
Self-reliant buyers, shifting behaviors and digital disarray have upended sales. But marketers can right the revenue ship.
A chaotic customer journey has flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. It’s a big ask with even bigger challenges to overcome. Marketers face immense pressure, scarcity of resources, a data literacy gap and a skeptical CEO. All of which puts marketers at serious risk of missing their revenue target...
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How Covid Has Changed The Channels Of Engagement $50 US*
What You Need to Know to Better Engage Your Customers in the "New Normal"
Consumers across generations and geographies are moving to digital channels, and running into all sorts of problems. Now 73% of frustrated consumers are considering spending their dollars elsewhere. Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, an...
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Bridging the Gap for Comms and Marketing $50 US*
Building Cohesion in the Age of Customer Disruption
Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms. Brand leaders need to know how to spot market...
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Making Content Grow Into Customer Flow $50 US*
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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Reshaping Global Engagement Operations $50 US*
Optimizing the Resonance and Relevance of Localized Marketing Initiatives
Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations. This report, produced in partnership with Worldwide Partners, reveals that marketing operational structures may actually be keeping the customer and...
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Critical Channels of Choice $50 US*
Meeting the Customer Expectation for Omnichannel Relationships
Omnichannel IS the critical channel of choice. No matter what the generation, from Gen X all the way to the Silent Generation, consumers want a blend of both digital and physical channel experiences. Yet only 13 percent of consumers believe that brands are fully meeting this expectation and delivering across both physical and digital channels. This report, produced in partnership with Pitne...
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Bringing a Human Voice to Customer Choice $50 US*
Rededicating Marketing to Serve the People in Front of the Data
Chief Marketing Officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omni-channel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process. And in fact, this human-first approach is not just developing better relationships, but driving significant profitability and growt...
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Turn Up The Volume $50 US*
Rethinking Where and How Customer Voice Enhances Experiences
In order to further customer experience strategies, marketers must implement strategic customer voice listening initiatives. Yet according to a survey of over 160 senior corporate marketers across Europe, while marketers are listening, they are not hearing the voice of the customer. Indeed, while 63 percent say they actively employ a listening program, only 10 percent feel these programs do an ex...
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Doing More With Data $50 US*
Discovering Data-Accelerated Revenue Traction
Charged with the mandate of elevating customer experience, marketers increasingly look to data to better engage with customers and identify new opportunities. Yet previous CMO Council research highlights that marketers admit their organizations could do more to transform the data supply chain to allow them to do more with internal data assets. To ignite real change, data needs to move beyond the ...
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Elevate What Consumers Appreciate $50 US*
Increase Brand Attraction by Upgrading Ownership Satisfaction
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...
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Getting Serious About Omni-Channel Experience $50 US*
Making Customer Value Creation the New Competitive Equation
Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey. But this expectation has shone a harsh spotlight onto two critical players in the omni-channel experience: the brands creating...
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The Responsiveness Requirement $50 US*
How Agile Marketers Act on Consumer Feedback to Drive Growth
Adept and timely response to consumer feedback, requests and preferences has become a key indicator of brand performance according to this study by the Chief Marketing Officer (CMO) Council and Danaher Corporation's Product Identification Platform companies. According to survey participants, the ability to source, understand and then quickly react to feedback, preferences and needs is important, ...
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The Age of the Adaptive Marketer $50 US*
Meeting the Needs of the Connected Customer with Adaptive Brand Content
Presenting brand materials in a manner that maintains brand identity while also adapting to geographical and cultural customer preferences is a critical challenge for marketers today. Increasingly discerning consumers expect – if not demand – that the materials brands present across sales, marketing and service touch points are timely, relevant and reflect the customer’s unique c...
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Product Ownership $50 US*
Lasting Satisfaction or Painful Distraction?
The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...
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Adaptability in Branded Content Delivery: Background Research $50 US*
This presentation explores background research conducted by the CMO Council and other third party experts to explore the state of adaptability in the world's largest global brands. The presentation explores the localization mandate, benefits of adapting and localizing content, the need for platforms, and overcoming localization hurdles. ...
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Building Brands That Attract + Engage Fans $50 US*
How Culturally Connected Brands Stay Valued, Real and Relevant With Consumers
How do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels. The Chief Marketing Officer ...
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Making the Workplace a Brand-Defining Space $50 US*
Engaging Employees in Shaping Corporate Culture and Brand Personality
Produced in partnership with CultureSphere and Executive Networks Inc., this CMO Council report explores where and how marketing and HR leaders are collaborating on new ways to organizationally reinforce and reflect their brand values and qualities. It looks at social media strategies and techniques currently being embraced by leading consumer brands to recruit and retain Millennial workers, build...
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Grow From the Right Intro $50 US*
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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State of Marketing 2014 $50 US*
A Global and Multi-Regional Marketing Assessment
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...
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Maximize How You Individualize $50 US*
Map the Operational Gap in Customer Insight and Experience
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 ...
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Japan Digital Marketing Performance Dashboard 2013 $50 US*
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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Know More to Grow More $50 US*
Applying Timely, Targeted and Tailored Insight to Improve Pipeline Performance
Conducted in partnership with Dun & Bradstreet, 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. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this...
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Challenger Brands in Emerging Markets $50 US*
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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BtoB Content Impacts Customer Thinking & Buying Decisions $50 US*
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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Customer Attainment From Event Engagement $50 US*
Benchmarking the Business Value of Trade Shows and Events
While events and trade shows are still a vital part of the marketing and customer engagement mix, senior marketers remain challenged to identify effective methods to measure and prove ROI, according to this CMO Council study, conducted in partnership with the Exhibit & Event Marketers Association. Further complicating this scenario is that events and trade shows have largely remained isolated ...
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Brand Automation for Local Activation $50 US*
Connecting Customer Engagement Into Measurable Local Strategies
Through an online quantitative audit of senior marketers regarding the mandates, challenges and opportunities presented in localization, the CMO Council set out to identify where and how marketing mindsets must shift to best capitalize on local potential. The audit of 296 senior marketers was conducted between November 2012 and February 2013. Best-practice leaders from brands including Arby’...
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Profitability From Subscriber Acuity $50 US*
Embracing Behavior-Based Engagement Models
The CMO Council, through a series of qualitative interviews with leading CSP marketers and an in-depth online audit involving 222 senior marketers at global CSP companies, set out to better understand where behavior-based experiences and decision making—including the development of new pricing models and partnership opportunities—could positively impact the customer experience while op...
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State of Marketing 2012 $50 US*
A Global Assessment of Marketing Vitality and Direction
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 ...
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Integrate to Accelerate Digital Marketing Value $50 US*
Driving Digital Marketing Performance With the Right Platforms, People and Processes
Most corporate management teams are fully supportive of digital marketing investments, with 20 percent of marketers stating they have a mandate and budget to execute, 42 percent saying they have strong interest and active support at a LOB level, and 18 percent noting it is an agenda item they have to address with their CEO, CIO, and CFO. Integration and alignment are the key challenges facing mar...
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Renovate to Innovate $50 US*
Building Performance-Driven Marketing Organizations
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...
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Calibrate How You Operate $50 US*
Improving Marketing Yield, Visibility and Process
Profitable customer relationships are the lifeblood of any commercial enterprise. Yet companies do a decidedly poor job of nurturing, cultivating or even reactivating customers in order to drive sustained revenue growth, loyalty and bottom line performance. Marketers are flying blind when it comes to leveraging customer data and analytics. Few companies look within their own data silos to extract ...
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CLOSE: Scenarios and Solutions $50 US*
Mapping the Traps and Sales Effectiveness Gaps
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...
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Remote Revolution $50 US*
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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Accelerate How You Differentiate $50 US*
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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Market Viligance, Product Diligence $50 US*
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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Digital Directions $50 US*
How Technology is Touching & Transforming Promotions
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Measures and Metrics $50 US*
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 $50 US*
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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