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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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Scaling the Value of the CMO $50 US*
How to Globalize, Modernize and Optimize Enterprise Marketing Operations with Interim CMO Domain Experts and Advisors
Chief marketers are stretched and challenged like never before. The global pandemic has disrupted markets, operations and customer behaviors. Agile recovery and new routes to revenue are the new imperatives. Leaner, more digitally proficient marketing organizations with shared purpose and greater productivity are a key deliverable for 2021. Better integrating and leveraging new automation platform...
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Humanizing and Analyzing Relationships To Drive Revenue, Retention And Returns $50 US*
Re-thinking an old marketing metric — customer lifetime value (LTV) — can help close the gap between marketing efforts and financial outcomes. LTV will also allow CMOs to design a more effective, efficient marketing mix. More importantly, many CEOs, heads of sales and line-of-business executives look to LTV to inform their strategic business decisions. Yet there’s a lot of oppor...
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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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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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The CMO Shift to Gaining Business Lift: Executive Perspectives $50 US*
The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth d...
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The CMO Shift to Gaining Business Lift $50 US*
The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling i...
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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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Free Executive Summary
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CMO Compensation $50 US*
Analytics and Authoring by Dr. Kimberly A. Whitler, Darden School of Business at the University of Virginia
The Chief Marketing Officer (CMO) Council’s new “CMO Compensation Report” tells all you need to know about chief marketer compensation, with 36 pages of analytics and insights drawn from a survey of 345 chief marketers around the world. It is the first and most defining analysis of senior marketer salary, benefits, bonuses, incentives and perks published to date. The report is a...
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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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