CMO COUNCIL™ PROGRAMS

CURRENT PROGRAMS


	CMO-CIO ALIGNMENT IMPERATIVE Driving Revenue Through Customer Relevance Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. The Chief Marketing Officer (CMO) Council and the Business Performance Innovation (BPI) Network, in partnership with Accenture, has launched a new campaign focused on critical alignment and partnership between the role of the CMO and the Chief Information Officer (CIO). The thought leadership initiative will delve into issues, challenges, and the wealth of opportunity that lies in the alignment of technology and marketing in order to deliver an optimized, relevant customer experience.
	DOING AWAY WITH FOUL PLAY IN SPORTS MARKETING Aimed at helping to sensitize and alert brand sponsors and sports franchises to trademark trespassing, property rights violations and online scams, frauds and infringements, Doing Away With Foul Play In Sports Marketing is a CMO Council global thought leadership initiative leading up to the 2010 FIFA World Cup South Africa - which features sponsors like Adidas, Coca-Cola, Emirates Airlines, Sony, Visa, MTN, McDonalds, Castrol and Budweiser. This program will be sponsored by MarkMonitor, a world authority on enterprise brand protection and consultant to more than half of the Fortune 100.
	GEOBRANDING CENTER The Chief Marketing Officer (CMO) is furthering thought leadership and peer-level discussion in the area of GeoBranding with a new global knowledge center dedicated to the marketing of countries, destinations, places of origin, attractions, venues and locations worldwide. Subject matter experts and marketing leaders in the area of GeoBranding will be invited to join the conversation and contribute insights, content, opinions, case studies and best practices. A series of research initiatives will explore the impact, value and outcomes of GeoBranding campaigns using social media, digital marketing and traditional advertising channels and market interaction techniques on both a BtoB and BtoC level.
	MARKETING OUTLOOK 2010 The 2010 Marketing Outlook Survey, the largest independent assessment of global senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '09 performance and '10 challenges and intentions is far deeper and wider than before. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead.
	UNIFY TO MULTIPLY Unify to Multiply Marketing Ecosystem Effectiveness will be a series of four interactive discussion groups produced and moderated by the CMO Council in Chicago, New York, Paris and London during the first two months 2010, to gain feedback on the specifications and requirements for a robust, flexible, and adaptable digital marketing platform that can drive marketing ecosystem effectiveness.
	MARKET SENSE-ABILITY CENTER The CMO Council's new Market Sense-Ability Center is dedicated to the growth of sustainable competitive advantage through the development of Market Sense-Ability. You can take the CMO Sense-Ability Audit to rate your own company's level of Market Sense-Ability. You can also read our new white paper on the Ever-Alert Enterprise and download other relevant articles and content.
	COLLABORATE TO INNOVATE Collaborate to Innovate is a new thought leadership initiative to evaluate the degree to which companies are optimizing and transforming their Business Collaboration Networks to improve customer experience and business performance. Conducted with major underwriting from Sterling Commerce and additional sponsorship from AT&T, RightNow, and a supply side partner, this new initiative will drive advocacy and insight around the need for companies to embrace internet-enabled, collaborative, multi-enterprise innovation, information exchange, decision-making and business processes - with increasing connectivity to the customer - as the new way of doing businesses in the 21st Century.
	DIGITAL MARKETING PERFORMANCE INSTITUTE Given the significant shift and re-allocation of marketing dollars into interactive digital media channels, the CMO Council is setting up a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. It will also examine and advocate the need for more unified and integrated approaches to managing and optimizing the fragmented interactive marketing discipline, especially across leading vertical markets. Authority leadership and content aggregation programs by the Digital Marketing Performance Institute will drive best practice adoption; audit and assess competencies and proficiencies; establish measurement models and techniques; evaluate enabling platforms, solutions and technologies; and help marketers increase visibility, compliance, accountability and ROI.
	PAUSE TO SUPPORT A CAUSE Pause to Support a Cause will enjoin global corporations and public sector partners in a new initiative to "survey the socially beneficial way" by "donating on behalf of those participating" in funded market research programs around the world. This corporate social responsibility campaign will use a portion of the $18.9 billion spent on market research worldwide to create a global community of non-profit champions, boosters, supporters and members willing to take part in online surveys as a way to channel funds to their designated causes, charities, foundations and non-profit organizations of choice.
	KEEPING A CLOSER EYE ON CONTENT ROI Keeping a Closer Eye on Content ROI will audit and assess the degree to which leading North American brands in target market sectors are embracing integrated Web content management, platforms, and collaboration software to seamlessly deliver and measure the impact of rich media and video, social media and online communities, as higher levels of personalization and customized interaction. The high-profile authority leadership initiative will bring together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance.
	SLAM THE ONLINE SCAM Slam the Online Scam is a national public-education campaign which combats cyber attacks by empowering computer users with tools, tips and techniques to be self-secure. The campaign's website includes advice on how to recognize and avoid online scams. It also notifies users of the latest online threats and is packed with recent articles and online safety reports. For more information visit www.slamtheonlinescam.com.
	THE GIVING THROUGH ACTIVE LIVING Giving Through Active Living will audit and assess the level of engagement, attachment and connection brands have with participants within charitable events or cause-driven activities, the modes of engagement and communication beyond pre-event and event specific messaging, and the value and worth of cause-related marketing programs on customer and community engagement.
	THE MARKETING SUPPLY CHAIN INSTITUTE The Marketing Supply Chain Institute will to drive best practices and thought leadership in marketing supply chain management worldwide, acting as a dedicated knowledge center and think tank focused on benchmark studies, cost audits and competency assessments, content aggregation, report publication and syndication, peer-to-peer interactions, best practice development, vertical industry analytics, and global models and frameworks for strategic sourcing and supplier management.
	THE CUSTOMER ECONOMICS FORUM In distressed economic times, enterprises are looking to develop a much tighter customer-driven business process through greater understanding of customer economics, customer acquisition, customer retention, loyalty, advocacy, customer insight, and customer messaging and creative content. But what are the critical drivers in achieving a streamlined bottom line through frontline resources? Learn more about developing a new view of the customer, and gain insight about the technologies that can support getting the most from each engagement. (Customer Economics is a service mark of Winsper, Inc.)
	GETTING A BUSINESS LIFT FROM LOYALTY For over 100 years, loyalty programs have attempted to secure consumer wallet-share by providing incentives for repeat business and rewards for retained relationships. Getting a Business Lift from Loyalty will audit and assess the operation and innovation in loyalty club programs, the value and utilization of customer data to drive response rates and revenue, and the mobilization of loyalty club members as active agents and advocates for acquiring new or repeat business.
	CUSTOMER EXPERIENCE BOARD The Customer Experience Board (CEB) will bring together concerned marketers from leading service provider organizations and their partners worldwide to interact and engage, as well as promote best practice adoption, in this critical area of business performance. The CEB will be a dedicated knowledge center and think tank focused on benchmark studies, audits and competency assessments, content aggregation, report publication and syndication, peer-to-peer interactions, best practice development, vertical industry analytics, and global models and frameworks for integrated customer experience management.
	MARKETING OUTLOOK 2009 The 2009 Marketing Outlook Survey, the largest independent assessment of senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far deeper and wider than before. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead.
	GIVING CUSTOMER VOICE MORE VOLUME The Giving Customer Voice More Volume initiative will drive broader adoption and use of customer listening, feedback, engagement and advocacy systems across all markets and industry sectors, as well as educate senior marketers on the need to embrace their contact center, help desk, telemarketing, consulting and agency partners in order to integrate Voice of Customer (VOC) capabilities into mainstream operations and organizational fabrics. more »
	DISCOVERING THE PIVOTAL POINT CONSUMER A milestone study of American consumer shopping behavior that is designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. more »
	VARIANCE IN CUSTOMER EXPERIENCE The Variance in Customer Experience addresses how the level of consistency or disparity in brand-related content, claims, offers, images and messages on web sites, collaterals, ads, merchandising displays, email, statement stuffers and bills, live events, in-store exchanges and contact center interactions affects customer perception and experience. more »
	PROTECTION FROM BRAND INFECTION Extending the conversations started in the CMO Council's Secure the Trust of Your Brand initiative, Protection from Brand Infection, a new strategic interest study, will focus on enterprise brand protection and take a deep dive into the brand image and integrity issues and implications of online counterfeit sales, gray market knock-offs, phishing attacks, cyber squatting, email scams, online brand and trademark abuse, domain kiting, pay-per-click fraud, copyright and patent infringements, as well as product piracy and fakes. more »
	CALIBRATE HOW YOU OPERATE A thought leadership initiative which will focus CMO attention on how to optimally structure, resource, and run today's digitally driven, customer-centric, globally distributed, cross-cultural marketing organization. Given the fact that 50 percent of CMOs are hired to fix broken marketing organizations, this is a particularly timely and relevant initiative. more »
	PRECISION PROMOTION A milestone research initiative titled to drive the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers. Centered around Customer Revenue Optimization (CRO), this program, sponsored by InfoPrint Solutions Company, will drill into how targeted solutions like transpromo significantly impact customer acquisition, monetization and ROI while exploring new developments in database and print technologies. more »
	BUSINESS GAIN FROM HOW YOU RETAIN The initiative, entitled Business Gain from How You Retain™, will assess the degree to which major brands are unifying and centralizing customer data, undertaking effective marketing analytics, and embracing advanced segmentation strategies to minimize customer turnover and maximize the profitability of individual customer relationships. more »
	MARKETING OUTLOOK 2008 Each year, the CMO Council benchmarks the state of Marketing. From the challenges ahead to strategic priorities, the Marketing Outlook initiative is the largest independent assessment of marketing executives available today. This year we are polling senior marketers to find out where they are allocating and focusing resources for the coming year. All input will be combined to provide a definitional assessment of the challenges and opportunities ahead in 2008. more »
	POWER OF PERSONALIZATION The Power of Personalization is a new CMO Council thought-leadership initiative whose focus is on gaining in-depth insights into the relevance, value, and importance of personalized communications as a vital component of marketing campaign planning.
	DRIVING THE BOTTOM LINE FROM THE FRONT LINE Driving the Bottom Line from the Front Line is a global research initiative undertaken by the Chief Marketing Officer (CMO) Council that focuses on helping multinational companies to improve the design and execution of their go-to-market strategies. The program is one of the first international studies of its kind and research with senior marketing and sales officers explore the critical determinants of how companies build capabilities to deliver marketing and sales results in a repeatable and systematic manner. more »
	PROFITABILITY FROM CUSTOMER AFFINITY Profitability from Customer Affinity is a milestone research initiative launching in March 2007, to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity. The initiative is designed to help members of the technology industry better understand how to improve return on account and customer relationships. more »
	MASTERING MPM In 2006, the CMO Council introduced the first-ever Mastering MPM Certificate Program. Expanded in 2007, this online program assesses and certifies the MPM competencies of marketing practitioners from a wide range of industries. more » View MPM Forum Academic Director Bob Nelson's detailed overview of the Mastering MPM Certificate Program » register now
	GLOBAL MOBILE MINDSET INITIATIVE The Global Mobile Mindset is an annual syndicated research program that will tap into the insights of 5.7 million consumers in over 200 countries. This research initiative will mark the most comprehensive cultivation of dynamic market feedback to deliver quantitative insights and perspectives on the mobile lifecycle experience. more »
	DEFINE & ALIGN THE CMO The CMO Council and researchers at Northwestern University's Kellogg School of Management are undertaking a major research effort to define the emerging role of the Chief Marketing Officer in North American corporations. The study, entitled Define & Align the Chief Marketing Officer will be a 360-degree fact-finding effort conducted by the CMO Council and faculty and post-graduate students at the Kellogg School of Management. It will further empower CMOs and enhance the value of this relatively new position in the executive hierarchy by better defining the role, responsibilities and authority of the top marketing officer in today's technology and telecommunications corporations. The study will gather both qualitative and quantitative insight into the subject, including interviews with 25 CMOs and, where possible, their CEOs, followed by a survey of a broader set of marketing and non-marketing executives. more »
	SECURE THE TRUST OF YOUR BRAND Media scrutiny, public awareness and customer concern about security threats and failures are on the rise across every sector of business, public and consumer life. As a result, security has become an issue with significant implications for the relationship between businesses and their customers, suppliers, partners and investors. In response to this still-emerging business and marketing issue, the CMO Council is conducting the first major global study that catalogues the experiences and perceptions of consumers, corporate marketers and business executives worldwide, to provide a 360 degree view of how security and IT integrity influence brand assurance, confidence and value. more »
	FORUM TO ADVANCE THE MOBILE EXPERIENCE (FAME) The Forum to Advance the Mobile Experience™ (FAME™) is a new member advocacy group and strategic authority leadership initiative to accelerate marketing programs and research around advancing the wireless user experience. Formed by the CMO Council, FAME will promote the adoption of wireless applications in the best interests of industry players. FAME brings together influential senior marketing leaders from top mobile technology companies that will join in the pursuit of innovations and best practices tailored towards the advancement of end user wireless applications. For more information visit www.fameforusers.org.
	SELECT & CONNECT One of the most pressing challenges marketers face today stem from a single source: the persistent lack of a cohesive strategy for selecting, profiling and targeting customers that offer the most profitability, longevity and value to the company. To explore this important issue, the CMO Council is launching a new research initiative titled Select & Connect, Strategies for Targeted Acquisition and Retention. This program will uncover the challenges, trends and opportunities associated with developing and managing an effective approach to Selective Customer Activation, from lead generation to loyalty and referral. more »
	MPM FORUM Since 2003, the CMO Council has been the global leader in developing proprietary Marketing Performance Measurement (MPM) intellectual capital based on proprietary quantitative research and insights from CMOC members and other industry leaders. In 2005 the CMO Council led the way again by bringing MPM knowledge to its members through eight regional half-day conferences in the U.S. and major European cities. The CMOC also established the MPM Forum as the leading source of MPM knowledge. Several hundred MPM experts and practitioners contribute regularly to the extensive MPM Forum library. more »

CMO Council Contact:
Donovan Neale-May
Executive Director
650.328.5555 x4200
donovan@cmocouncil.org