Report
Making MarTech Pay Off
As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capabili ... More
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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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GDPR: Impact and Opportunity $50 US*
How Marketing Leaders Addressed GDPR Readiness and Compliance
GDPR, the European Union’s new General Data Protection Regulation, has forced marketers to rethink their operations to ensure they are compliant. Yet new research highlights that far too many marketers are unaware that GDPR even applies to them, and have taken no steps to modify their policies. This report highlights why all marketers, dealing directly with the European Union and even those...
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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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Doing More With Data: Strategic Overview $50 US*
Assessing the Current Dynamic of Data, Engagement and Cross-Functional Collaboration
Recent CMO Council research highlights the need for executives across marketing, commerce and supply chain to do more with the data at their fingertips, especially given the need to provide a superior customer experience in an omni-channel environment. Indeed, the shift to digital has heightened the need to aggregate data insights and properly distribute those insights across all key functions wi...
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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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The Impact of Connectedness on Competitiveness $50 US*
Creating Business Value From Operational Insight Driven by the Industrial IoT
The Industrial Internet of Things will transform business and industrial performance, delivering significant improvements in operational efficiency and uptime, as well as growth from new business models, products, services and customer experiences. Still, despite keen interest and growing expectations, most companies are unprepared to take advantage of IIoT technology and have no clear strategic ...
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Empowering the Data-Driven Customer Strategy $50 US*
Addressing Customer Engagement From the Foundation Up
This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital touch...
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Predicting Routes to Revenue $50 US*
Identifying Real-Time Decisions for Business-Driving Engagement
While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it. According to this study from the CMO Council—entitled “Predicting Routes to Revenue"—only 5 percent of mar...
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Total View for Total Engagement $50 US*
New Challenges in Reaching and Engaging the SMB Audience
For a previous study by the CMO Council (titled “Better Traction From Smarter SMB Interaction”), some 70 percent of the 184 total respondents revealed that the SMB market is an extremely important market for their businesses, with only 5 percent of marketers feeling that the market was not important at all. Looking toward the future, 66 percent anticipated an increase in SMB focus, wit...
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Quantify How Well You Unify $50 US*
Exploring the Business Impact of Marketing Technology Integration
This report explores how well chief marketers are taking ownership of digital marketing technology strategies and to what degree they are unifying and extracting value from multiplying customer data sources. The 38-page report summarizes the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disne...
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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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Big Data's Biggest Role: Aligning the CMO & CIO $50 US*
Greater Partnership Drives Enterprise-Wide Customer Centricity
The CMO Council, along with partner SAS, set out to better understand the key challenges, opportunities and requirements that both CMOs and CIOs were facing in their journey to develop a more customer-centric enterprise. Through the research, what has emerged is a picture of alignment around platform and technology, as well as the opportunity for even deeper connections around data and custom...
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Advancing Customer Intelligence in APAC $50 US*
A Study in the CMO Council's Improve Every Marketing Move Initiative
This report explores how companies, specifically those with a presence in Asia-Pacific, can engage with customers in a more valuable way by being more adept at big data analytics. Not surprisingly, marketers report being overwhelmed by growing volumes of customer data and are still playing catch-up in the social media-driven, mobile device-dependent Asia- Pacific market. Download the full report t...
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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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Business Gain From How You Retain $50 US*
Addressing The Challenge of Customer Churn and Marketing Burn
Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the degree to which major global brands are unifying and centralizing customer data, undertaking effective marketing analytics, embracing advanced segmentation strategies, and...
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