It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?
As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines. According to the CMO Council’s “State of Marketing” study, some 45 percent of senior marketing leaders are looking to increase operational visibility, controls and accountability in order to improve marketing effectiveness. When asked what transformational projects they intend to take on across 2014 and into 2015, 46 percent indicated that they would be implementing new forms of marketing performance measurement tools and platforms, with 69 percent of the audience saying that the reason for this transformation was to improve campaign and marketing efficiency.
Join the CMO Council as we examined this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?
Executive perspectives were provided by Jennifer Noonan, Director of Business Consulting for Infor, a leader in marketing resource management and performance, along with Bill Odell, VP of Marketing, Systems Management Software for Dell, Inc., and Sachin Puri, Director Strategy & Planning, Hewlett-Packard.
Bill Odell, Dell; Sachin Puri, Hewlett-Packard; Jennifer Noonan, Infor; Liz Miller, CMO Council