The Exponential Power of Collaborative Marketing     $50 US*
Working With Partners Brings Better Data Insights And Business Outcomes

This report details how collaborative marketing can bring companies and their partner networks into the data-driven digital marketing revolution. Companies with limited data-driven digital marketing capabilities are at risk of being left behind. Through a collaborative marketing platform, national brands can share actionable data insights, creative assets, and other digital marketing inputs with ...

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C-Suite Scorecard     $50 US*
A 2021 Enterprise Performance Report of Marketing Effectiveness

The C-Suite Scorecard report card is based on a survey of 120 enterprise business leaders in companies of all sizes. It gave marketing high marks for 2020 performance, and nearly 70% of respondents are confident in marketing’s ability to lead growth recovery in 2021. Notably, however, management in enterprises of more than $500 million in revenue differ in their views of marketing developmen...

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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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Getting it Done in 2021     $50 US*
Marketing Leader Intentions + Projections

There’s some good news and optimism from global marketing leaders looking for growth recovery in 2021. Nearly two-thirds of 200 members surveyed by the CMO Council worldwide say they will boost marketing spend in the coming year and most don’t expect to downsize or re-structure their organizations. Findings reveal senior marketers are mostly focused on spend ROI, efficiency and revenu...

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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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The CMO's Growth Driving Playbook     $50 US*

CMOs are expected to drive growth. Yet while research released in Q2 earlier this year (2018) highlighted that CMOs are increasingly activating on growth-driving activities, many are still stuck in the traditional role of brand storyteller rather than strategic revenue creator. Indeed, many are far less comfortable with key aspects of driving growth such as architecting the customer experience and...

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CMOs and the Spark to Drive Growth - Executive Perspectives     $50 US*
How do Marketing Leaders Intend to Drive the Growth Agenda?

In the first part of this investigative growth-driving series, “CMO Action to Spark a Growth Reaction,” we highlighted results of a survey of nearly 200 senior marketing leaders. That research demonstrated that on the road to driving growth, CMOs have evolved beyond their traditional role as brand growth leader, and today are getting comfortable in taking on the role of sales and exper...

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CMOs and the Spark to Drive Growth     $50 US*
How do Marketing Leaders Intend to Drive the Growth Agenda?

CMOs are increasingly expected to drive growth. In our first investigation into marketers as growth-drivers in 2016, 68 percent of the marketing leaders surveyed saw themselves as growth leaders. They also revealed that senior management and the board held them accountable for growth, believing it was their chief or primary mandate. Yet that investigation also revealed that far too many marketers ...

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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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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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APAC Digital Directions     $50 US*
Strategies, Mandates and Challenges

Conducted in partnership with Adobe, this report highlights that while improvements are clearly being made when it comes to digital, APAC marketers are still largely focused on single-vector metrics that measure past success or single points of campaign performance, and they are typically not measuring impact on harder business metrics, such as sales pipeline measurement or customer lifetime value...

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APAC Digital Marketing Performance Dashboard 2014     $50 US*

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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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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State of Marketing 2012 Report Cover

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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Marketing Outlook 2009     $50 US*
Senior Executive Course for Strategy and Spend

Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in 2009, reports the Chief Marketing Officer (CMO) Council in its annual Marketing Outlook study. 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 CMO Council audit of...

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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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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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