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A new report conducted by the CMO Council and Sendwithus has shone a light on the deficiencies under which many marketers still labour when attempting to maximise their revenues, with 77% admitting that they weren’t fully realising the revenue potential of customers (a further 10% weren’t even sure how to answer). This compares badly to the 76% who admitted the same deficiency in a similar poll 10 years ago leading the CMO Council to declare the industry to be mired in a ‘decade-long rut’.

No wonder chief marketing officers have such stressful lives. Over three-fourths of all brands are failing to realize the full revenue potential of their existing customers, and little more than a tenth are succeeding at it, according to Gaining Traction With Every Digital interaction, a paper by the CMO Council and Sendwithus. Of the executives polled, for example, 36% believe transactional emails are an opportunity to reinforce relationships. But 30% deploy them only to affirm choices, not to further relationships. And 12% are struggling to align the teams that work on them.

Joint Study by the CMO Council and Sendwithus Reveals Marketers Are Spending More Time in Meetings About Collaboration Than Growing Relationships With Customers Looking to More Deeply Engage With Brands. Despite a mandate to drive growth, chief marketers are still stuck in a decade-long rut that has yet to see them fully optimize the lifetime value of existing customers. In 2008, when asked if brands were fully realizing the revenue potential of customers, 76 percent said no. Ten years later, 77 percent of respondents to the same question in a new Chief Marketing Officer (CMO) Council audit still say no, and 10 percent say they are not even sure.

A new report conducted by the CMO Council and Sendwithus has shone a light on the deficiencies under which many marketers still labour when attempting to maximise their revenues, with 77% admitting that they weren’t fully realising the revenue potential of customers (a further 10% weren’t even sure how to answer). This compares badly to the 76% who admitted the same deficiency in a similar poll 10 years ago leading the CMO Council to declare the industry to be mired in a ‘decade-long rut’.

A joint study by the CMO Council and Sendwithus reveals that marketers are still struggling to connect consumers with brands as three-quarters of CMOs do not believe they are fully realizing the revenue potential of their brands. However, his is not a new problem, as marketers have been looking to connect consumers to the brand for more than a decade. In 2008, 76% of CMOs said they were not fully realizing the revenue potential of customers, and in this year's report, 77% of CMOs had the same response to the question. According to the report, just 36% of respondents are leveraging transactional emails as an opportunity to build a relationship. The 30% of CMOs that said they are engaging through triggered emails said the relationship is to acknowledge a past transaction, yet 94% of respondents believe communications is critical to a good customer experience. 

Despite a mandate to drive growth, chief marketers are still stuck in a decade-long rut that has yet to see them fully optimize the lifetime value of existing customers. In 2008, when asked if brands were fully realizing the revenue potential of customers, 76 percent said no. Ten years later, 77 percent of respondents to the same question in a new Chief Marketing Officer (CMO) Council audit still say no, and 10 percent say they are not even sure.

A new report conducted by the CMO Council and Sendwithus has shone a light on the deficiencies under which many marketers still labour when attempting to maximise their revenues, with 77% admitting that they weren’t fully realising the revenue potential of customers (a further 10% weren’t even sure how to answer). This compares badly to the 76% who admitted the same deficiency in a similar poll 10 years ago leading the CMO Council to declare the industry to be mired in a ‘decade-long rut’. A mere 36% of respondents leverage transactional emails in this way while 30% engage through triggered emails only to acknowledge a past transaction, not to foster a more meaningful relationship with the customer.

A joint study by the CMO Council and Sendwithus reveals marketers are spending more time in meetings about collaboration than growing relationships with customers looking to engage more deeply with brands. The new report, titled Gaining Traction With Every Digital Interaction, reveals that collaboration around the channels of choice for the customer is critical to turning an automated touchpoint into a revenue-producing opportunity. Despite a mandate to drive growth, chief marketers are still stuck in a decade-long rut that has yet to see them fully optimise the lifetime value of existing customers. In 2008, when asked if brands were fully realising the revenue potential of customers, 76% said no. Ten years later, 77% of respondents still say no, and 10% say they are not even sure.

That is according to a new Chief Marketing Officer Council audit, which surveyed 179 senior marketing leaders, 43% of which represented organisations with revenues of at least $500m (£369m). Only 13% of respondents said they were realising the revenue potential of existing consumers, while 10% were not sure. When the CMO Council asked the same question in 2008, 76% of respondents said they were not realising the revenue potential of consumers. The Council’s report, Gaining traction with every digital interaction, revealed a significant touchpoints in which many brands seem to be missing out: transactional emails. Just over a third (34%) of respondents said these were not being used to build relationships and drive revenue because they are created outside of marketing.

After a decade, marketers still have a difficult time funneling customer engagement into revenue, the CMO Council and Sendwithus reported Tuesday. In 2008, the CMO Council asked brands if they were fully realizing the revenue potential of customers, to which 76 percent said no. The question was posed again in a March study but 77 percent of marketers still said no and 10 percent say they are not even sure. The new report, Gaining Traction With Every Digital Interaction, found that marketers aren’t confident in using digital communication to drive revenue. In fact, only 47 percent feel they are only “doing okay” in their digital communication efforts.

Chief marketers call for more digital platform transparency: News coverage about inaccurate, questionable and false digital media reporting measures have caused 21% of marketers to reduce advertising spend. More than 70% of brand leaders admit negative news headlines have had an impact on budgets. Another 95% of marketing leaders surveyed believe digital media must deliver more reliability. Marketers are also calling “viewability” standards into question as only 3% of respondents agree on the definition advocated by the Media Rating Council. This negative outlook of the digital media landscape comes as marketers intend to significantly boost investments in online video advertising—a channel that 28% of respondents believe is more important than other media investments and 40% say is growing of importance. In fact, 95% of marketers intend to increase investments in 2018, with nearly half increasing spend by up to 25%.

Solutions like Kantar Analytics Practice also arise form a demand for more transparency in digital marketing and data. A recent CMO Council survey found that 73% of marketers want more transparency into traffic, viewers and engagement, and 45% want real-time access to customer data and intelligence. Having the ability to discover deeper insights about consumers can help brands create more personalized content and experiences.

"Marketers want to get going on connecting systems and busting silos to put the customer’s expectations above the drama being caused by fragmented tools that fail to deliver results for the business," says The CMO Council's Liz Miller.  Aside from the perennial question about turning “Big Data” into actionable, “Smart Data,” the other big issue pressing down on CMOs is organizing the myriad — and often walled-off — marketing touchpoints that influence consumers’ brand choices. A survey by the The CMO Council, The State of Engagement: Bridging the Customer Journey Across Every Last Mile, finds that businesses will measure the success of customer experience initiatives on bottom-line improvements like overall revenue growth and increases in individual sales.

Chief marketing officers who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers believe their jobs are at risk. This is according to a new study from the chief marketing officer (CMO) Council, in partnership with RedPoint Global. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

A new report says 95 percent of marketing leaders believe digital media must become more reliable and that 21 percent plan to reduce their spending this year because of inaccurate, questionable, or false digital media reporting. The report, “Engage at Every Stage: An Investigation of Video Activation,” from the CMO Council says marketers have also increased their scrutiny of platforms like Google and Facebook. Marketers also questioned viewability standards, with just 3 percent agreeing on the Media Rating Council’s (MRC) definition of 50 percent of content playing for two consecutive seconds with the sound off. 

What keeps chief marketing officers up at night? According to new research from the CMO Council 76% believe their jobs are on the line if their customer engagement isn’t sufficient and they aren’t satisfying consumers. And while customer satisfaction scores are the key to measuring that, only 10% say they’re able to adequately measure the financial impact of their efforts. According to a new study from the Chief Marketing Officer (CMO) Council, chief marketers know that their careers rise or fall based on their customer experience strategies. Nearly half of the respondents in the CMO Council worry they’ll be fired if their big bets on technology and the marketing tech stack fail to provide a unified view of the customer that they can act on.

Three-quarters of CMOs think their jobs are on the line if customer engagement doesn’t live up to their audience’s expectations, according to a new study from the CMO Council. But while customer experience strategies are vital, only 10 percent feel they can accurately measure these engagements against business goals, according to the report. Businesses measure the ROI of customer experience initiatives on metrics like overall revenue growth and increases in individual sales. But most (80 percent) can only sometimes connect engagement back to business impact; 10 percent said they can measure against business goals, but only using time-consuming manual processes that only take certain channels into account.

CMO jobs are at risk if customer experience strategies don’t succeed and, in particular, if customer engagement doesn’t satisfy digitally demanding consumers, according to a new CMO Council report. The report, The State of Engagement: Bridging the Customer Journey Across Every Last Mile,  examines the hurdles that all marketers are facing, from operational functions up to the CMO, to deliver value across every last mile of engagement. According to the report, 75 per cent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Moreover, nearly half of marketing respondents believe it is possible their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

A huge majority of global marketing leaders (95%) believe digital media must become more reliable, according to a new survey from the CMO Council, which confirmed widespread industry dissatisfaction with digital media platforms. The study, entitled Engage at Every Stage: An Investigation of Video Activation, also revealed that ongoing news coverage about inaccurate, questionable and false digital media reporting have already caused 21% of marketers to cut back on their advertising spend.

According to 62% of marketers surveyed by the Chief Marketing Officer Council, reports about false and faulty metrics have caused them to pull back on spend. While 38% have started to question advertising rates, 24% have already reduced spend withFacebook and Google. In fact, negative headlines about Facebook and Google has had a knock-on effect on all media leading 70% of all marketers to question all marketing investments and 21% reviewing contracts.