EXPLORE CMO COUNCIL INSIGHTS ON STRATEGIC MARKETING ISSUES

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Customer Value Creation From Live Data Interpretation     $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities

The CMO Council has undertaken numerous studies that reveal the majority of CMOs are more focused on pre-sales cultivation, conversion and customer acquisition, rather than realizing a better return from existing relationships that can be more effectively monetized, scaled, and strengthened to reduce churn, defection and detraction.  This research defines a model and roadmap for how chief ma...

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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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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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The State of Engagement     $50 US*
Bridging the Customer Journey Across Every Last Mile

Customer empowerment is heightening the job security risks of chief marketing officers, who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers. According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Mor...

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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 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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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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Connected Interaction to Power Brand Attraction     $50 US*
How Marketing Is Transforming to Create More Connected Customer Engagements

According to this research by the Chief Marketing Officer (CMO) Council and IBM, senior marketers will be devoting significant effort to better understanding the customer journey and how to create more personal, content-rich and connected experiences for their customers in 2017. The success of these efforts, however, will be contingent on their ability to create alignment across the digital and ph...

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Context, Commerce + Customer     $50 US*
Best Practices to Exceed Expectations

While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing Officer (CMO) Council and SAP Customer Experience, more than a third of marketers (39 percent) believ...

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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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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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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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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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Protection From Brand Infection     $50 US*
Marketer's Fight Against Fakes, Frauds and Infringements

Sophisticated and savvy online brand extortionists and cyber scammers are boldly preying on unsuspecting consumers with bogus brand name email/websites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection. Offline, global and organized counterfeiting operations fueled by the down economy are flooding the market with knock-offs and f...

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Giving Customer Voice More Volume     $50 US*
Turning Customer Pain into Competitive Gain

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. Sponsored...

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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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Secure the Trust of Your Brand     $50 US*
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     $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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