REQUIRED READING POST

There has been a shift for some time away from pure promotions to performance marketing, as marketers are expected to deliver on valuable lead generation and measurable return on investment (ROI).

As this On-Demand Webinar, Building a High-Performance Marketing Engine: Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization, outlined, this has been a core responsibility for marketers over the past decade. 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? WATCH ON-DEMAND

This free CMO Council research report, in particular, provides the strategy direction for marketers to work with partners to bring about better data insights and business outcomes. The Exponential Power of Collaborative Marketing 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 business partners (e.g., suppliers, agents, locations) in an automated, secure way that drives improved business results.

As these exclusive CMO Council reports, also for free download, set significant targets for marketing performance:

MARKETING AND FINANCE: FUELING INNOVATION OR FALLING BEHIND? Economic Adversity Will Test Their Resolve for Collaboration and Innovation

Economic headwinds have arrived, and chances are, you’re not prepared. Only 10% of marketing leaders strongly believe their marketing investments, whose reins are often held by finance, position them to emerge from economic turmoil ahead of the competition.

OUTSMART ADVERSITY - How CMOs Can Weather Economic Headwinds and Emerge Poised for Growth

With looming economic headwinds, this year will test marketing’s mettle to survive them and even emerge in a growth position. Yet only 34% of marketing leaders are highly confident in their ability to handle economic adversity and uncertainty against their revenue growth mandate.

SALES & MARKETING: DRIVING REVENUE THROUGH COLLABORATION - Altered Purchasing Patterns Put New Emphasis on the CMO-CRO Relationship

Most sales and marketing organizations haven’t been able to pivot fast enough to the new digital buyer. More than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey. This means they risk falling short of their revenue mandate.