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reports  marketing magnified white papers books & publications organizations search archive |
CMO COUNCIL™ REPORTS & RESOURCES |
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FEATURED REPORTS |
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CUSTOMER AFFINITY FROM OPTIMIZED CONTENT DELIVERY
Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to identify limitations, liabilities and lost opportunities when companies do not enforce brand guidelines, control digital assets, and harmonize content origination and delivery channels worldwide.The final result is a comprehensive audit of individual channels of content delivers, along with an overall ranking that aggregates all touch points to create one final score that assesses the totality of the customer experience.
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SCENARIOS AND SOLUTIONS
In any sizeable company, the functions of marketing and sales are crucial to success. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The CMO Council's strategic interest group, CLOSE, gathered sales and marketing executives for brainstorming sessions in six cities around the world to probe the roots of the issues and create frameworks to resolve them.
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CLOSING THE GAP
Closing the Gap: The Sales & Marketing Alignment Imperative represents the views of global sales and marketing executives who still struggle with unification of siloed process and implementation of systems to align the critical functions.
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DRIVING THE BOTTOM LINE FROM THE FRONT LINE
Driving the Bottom Line from the Front Line is a new CMO Council thought-leadership initiative that addresses the challenges facing global companies in their quest to develop world-class go-to-market capabilities. The study represents a “scorecard” that highlights an alarming trend among multinational companies: marketing and sales leaders give themselves decidedly poor marks when assessing their own go-to-market effectiveness!
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PERFECT HOW YOU PROJECT
The Perfect How You Project survey of over 340 financial professionals, conducted by the BPM
Forum and sponsored by Adaptive Planning, revealed that executives and financial staff, from
a broad industry spectrum of small, medium and large companies, unanimously agreed that
budgeting, forecasting and reporting are essential or very important to their business success.
However, over 65 percent admitted they are not agile or adaptive in their financial practices,
and even more significantly, 60 percent were not confident of hitting their 2008 expense
and revenue plans.
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BUSINESS GAIN FROM HOW YOU RETAIN
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 empowering the frontline to act on customer intelligence and behavioral knowledge.
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CHANNEL PERFORMANCE OUTLOOK 2008
The CMO Council and The Channel Performance Board have completed the Channel Performance Outlook 2008 study and report to explore how vendor and manufacturer partners are interacting with resellers, dealers, and distributors to help you drive maximum results. Are vendors delivering the right deals, marketing mechanisms, and sales support to channel partners? The report includes insights from over 500 dealers, resellers, and distributors across six industry sectors (information technology, physical security and surveillance, telecommunications, consumer electronics, office products, and professional audio/visual equipment) representing a total market opportunity of over $5 trillion.
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MARKETING OUTLOOK 2008 EXECUTIVE SUMMARY
The CMO Council released the findings of its annual Marketing Outlook survey with an upbeat report on spend levels mostly holding steady or trending upward in 2008. Many marketers say they are frustrated and stymied by organization cultures, senior management mindset, and insufficient budgets. More than 800 senior marketers across all global regions responded to the CMO Council audit, which looked at a wide range of planned investments, organizational changes, process improvements, and performance indicators.
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CUSTOMER AFFINITY REPORT
According to research initiatives taken by the CMO Council, results indicate marketers are spending more time and resources on their customers. Profitability from Customer Affinity is a cooperative initiative developed from business schools, top market and customer relationship executives, designed to help marketers better understand how to manage the customer experience and improve return on account and customer relationships. The study provides viewpoints and opinions from the customer experience, compares and contrasts these beliefs with those of the technology industry, customer relations and channel executives.
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SECURE THE TRUST OF YOUR BRAND
The Secure the Trust of Your Brand™ initiative is the first 360-degree view of how security and IT integrity influence brand assurance, confidence and value. The Final Report serves as a reference guide for marketers and other executives, offering real-world examples of companies’ actions following major security breaches, together with strategies and best practices for prevention, containment and preservation of brand trust.
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SECURE THE TRUST OF YOUR BRAND
CALL CENTER EXPOSURE:
LIMITING LEAKS & PEEKS
With an estimated 100,000 call centers employing nearly 7.5 million workers handling an average of 1,708,379 calls per center per year, the opportunity for information leakage and data corruption is staggering. For many companies, the call center is the first direct touch point to the consumer, and often an opportunity to access a consumer’s personal information.
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DEFINE & ALIGN THE CMO
Just what does it take to be a Chief Marketing Officer? Despite the rising popularity of the CMO moniker, this is a serious and fundamental question that remains unanswered at many of the companies that have adopted the title for their senior marketing executives. Ironically, all the hyperbole – combined with a real lack of definition and a failure to align qualifications with business expectations – threatens the very viability of the Chief Marketing Officer as a meaningful and critical position.
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MARKETING MAGNIFIED
The CMO Council's e-bulletin Marketing Magnified is distributed monthly. Expect marketing news you can use, ideas that challenge your thinking, and industry content that will help inform your decision making. Look for technology and marketing thought leadership every month from Marketing Magnified.
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