Measuring Marketing in the Moment     $50 US*
Understanding How Shoppers React, Transact and Interact in Real-time

The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action. It’s no easy task, which is why four out of five marketers...

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Making Content Grow Into Customer Flow     $50 US*
Improving Content Marketing Value from the Pipeline to the Bottom Line

Content marketers face challenges on multiple fronts — and they’re losing the battle. Marketers can spend a third of their marketing budget on content yet lack the capability to measure ROI. Content strategies are built on budget and time, not on customer and market trends. Content quality is hit or miss. Scattershot content distribution turns off customers. Marketers better turn thei...

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Loyalty That Lasts     $50 US*
Evolving Growth Strategies to Activate Emotional Connections with Brands

Today’s consumer is seeking a deep, emotional bond with the brands they do business with, and yet new research reveals that organizations see dollar-signs – not people – when thinking of their customers.   While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their...

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Customer Value Creation From Live Data Interpretation     $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities

The CMO Council has undertaken numerous studies that reveal the majority of CMOs are more focused on pre-sales cultivation, conversion and customer acquisition, rather than realizing a better return from existing relationships that can be more effectively monetized, scaled, and strengthened to reduce churn, defection and detraction.  This research defines a model and roadmap for how chief ma...

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Reshaping Global Engagement Operations     $50 US*
Optimizing the Resonance and Relevance of Localized Marketing Initiatives

Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations. This report, produced in partnership with Worldwide Partners, reveals that marketing operational structures may actually be keeping the customer and...

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Critical Channels of Choice     $50 US*
Meeting the Customer Expectation for Omnichannel Relationships

Omnichannel IS the critical channel of choice. No matter what the generation, from Gen X all the way to the Silent Generation, consumers want a blend of both digital and physical channel experiences. Yet only 13 percent of consumers believe that brands are fully meeting this expectation and delivering across both physical and digital channels.  This report, produced in partnership with Pitne...

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Bringing a Human Voice to Customer Choice     $50 US*
Rededicating Marketing to Serve the People in Front of the Data

Chief Marketing Officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omni-channel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process. And in fact, this human-first approach is not just developing better relationships, but driving significant profitability and growt...

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Turn Up The Volume     $50 US*
Rethinking Where and How Customer Voice Enhances Experiences

In order to further customer experience strategies, marketers must implement strategic customer voice listening initiatives. Yet according to a survey of over 160 senior corporate marketers across Europe, while marketers are listening, they are not hearing the voice of the customer. Indeed, while 63 percent say they actively employ a listening program, only 10 percent feel these programs do an ex...

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What's Changing the Way You Travel Today?     $50 US*
How Life Transitions and Trends Impact Travel Intention, Selection, and Direction

Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalized experi...

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The CMO's Growth Driving Playbook     $50 US*

CMOs are expected to drive growth. Yet while research released in Q2 earlier this year (2018) highlighted that CMOs are increasingly activating on growth-driving activities, many are still stuck in the traditional role of brand storyteller rather than strategic revenue creator. Indeed, many are far less comfortable with key aspects of driving growth such as architecting the customer experience and...

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GDPR: Impact and Opportunity     $50 US*
How Marketing Leaders Addressed GDPR Readiness and Compliance

GDPR, the European Union’s new General Data Protection Regulation, has forced marketers to rethink their operations to ensure they are compliant. Yet new research highlights that far too many marketers are unaware that GDPR even applies to them, and have taken no steps to modify their policies. This report highlights why all marketers, dealing directly with the European Union and even those...

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Doing More With Data     $50 US*
Discovering Data-Accelerated Revenue Traction

Charged with the mandate of elevating customer experience, marketers increasingly look to data to better engage with customers and identify new opportunities. Yet previous CMO Council research highlights that marketers admit their organizations could do more to transform the data supply chain to allow them to do more with internal data assets. To ignite real change, data needs to move beyond the ...

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Doing More With Data: Strategic Overview     $50 US*
Assessing the Current Dynamic of Data, Engagement and Cross-Functional Collaboration

Recent CMO Council research highlights the need for executives across marketing, commerce and supply chain to do more with the data at their fingertips, especially given the need to provide a superior customer experience in an omni-channel environment. Indeed, the shift to digital has heightened the need to aggregate data insights and properly distribute those insights across all key functions wi...

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CMOs and the Spark to Drive Growth - Executive Perspectives     $50 US*
How do Marketing Leaders Intend to Drive the Growth Agenda?

In the first part of this investigative growth-driving series, “CMO Action to Spark a Growth Reaction,” we highlighted results of a survey of nearly 200 senior marketing leaders. That research demonstrated that on the road to driving growth, CMOs have evolved beyond their traditional role as brand growth leader, and today are getting comfortable in taking on the role of sales and exper...

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CMOs and the Spark to Drive Growth     $50 US*
How do Marketing Leaders Intend to Drive the Growth Agenda?

CMOs are increasingly expected to drive growth. In our first investigation into marketers as growth-drivers in 2016, 68 percent of the marketing leaders surveyed saw themselves as growth leaders. They also revealed that senior management and the board held them accountable for growth, believing it was their chief or primary mandate. Yet that investigation also revealed that far too many marketers ...

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Ingenuity in the Global eCommerce Community Detailed Findings     $50 US*
How To Compete and Not Get Beat in the Digital Retail Marketplace

Large, global eCommerce communities are disrupting the retail marketplace by bringing together vast numbers of buyers and sellers in frictionless transactional environments. Inspired by their success, brand marketers are rethinking go-to-market strategies to better integrate digital advertising with personalized shopper engagement and more effective conversion programs. This report highlights per...

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Gaining Traction With Every Digital Interaction     $50 US*
Identifying Operational Efficiencies That Impact Customer Experiences

Nearly 80 percent of marketers surveyed for this study by the Chief Marketing Officer (CMO) Council reveal they are still unable to fully realize the revenue potential of their customers. Developed in partnership with SendWithUs, this strategic brief reveals that collaboration around the channels of choice for the customer is critical to turning an automated touchpoint into a revenue-producing opp...

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The State of Engagement     $50 US*
Bridging the Customer Journey Across Every Last Mile

Customer empowerment is heightening the job security risks of 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. According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Mor...

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Report cover for Engage at Every Stage: An Investigation of Video Activation featuring a girl looking at a video on her phone

Engage at Every Stage: An Investigation of Video Activation     $50 US*

Reports about incomplete and inaccurate reporting of video performance on Facebook and Google and brand safety issues on YouTube are causing marketers to question their video investments and call for greater transparency and more reliable reporting on rich media contributions. According to this CMO Council study—conducted in partnership with ViralGains—more than 70 percent of marketers...

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Ingenuity in the Global eCommerce Community     $50 US*
How To Compete and Not Get Beat in the Digital Retail Marketplace

This strategic brief explores how the massive scale, data quality and customization capability of online marketplaces are bringing new levels of customer insight, enriched experiences and added value to brands. The brief aggregates the best practices of brand leaders leveraging eCommerce communities to execute smarter and more personalized customer acquisition strategies. Contained within this re...

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Elevate What Consumers Appreciate     $50 US*
Increase Brand Attraction by Upgrading Ownership Satisfaction

To date, the customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about th...

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Report Cover for Brand Protection From Digital Content Infection

Brand Protection From Digital Content Infection     $50 US*
Safeguarding Brand Reputation Through Diligent Ad Channel Selection

While programmatic ad spend continues to increase exponentially year over year, the risk of digital display ads appearing next to offensive or objectionable content is becoming a top concern for marketers. In fact, this study—conducted in partnership with Dow Jones—reveals that 72 percent of marketers are concerned about brand integrity and control when it comes to their programma...

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Report Cover for Customer Experience Dynamics

Customer Experience Dynamics     $50 US*
Defining the Requirements for a Strong CX Ecosystem

According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Customer Experience and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises. Functional heads that should have a vested interest in owning CX simply don’t. Only 7 percent of sales and 9 percent of marketing leaders view t...

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Getting Serious About Omni-Channel Experience     $50 US*
Making Customer Value Creation the New Competitive Equation

Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey. But this expectation has shone a harsh spotlight onto two critical players in the omni-channel experience: the brands creating...

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The Responsiveness Requirement     $50 US*
How Agile Marketers Act on Consumer Feedback to Drive Growth

Adept and timely response to consumer feedback, requests and preferences has become a key indicator of brand performance according to this study by the Chief Marketing Officer (CMO) Council and Danaher Corporation's Product Identification Platform companies. According to survey participants, the ability to source, understand and then quickly react to feedback, preferences and needs is important, ...

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The Customer In Context Report Cover

The Customer in Context     $50 US*
Understanding the Real Expectations of Today's Connected Customer

This study—conducted in partnership with SAP Customer Experience—reveals that customer experience is more critical than ever. Based on findings from an online survey of more than 2,000 consumers in early 2017, the report reveals that while today’s connected consumers are not looking for omnichannel perfection, they do have a short list of critical channels they expect to have acc...

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The Age of the Adaptive Marketer     $50 US*
Meeting the Needs of the Connected Customer with Adaptive Brand Content

Presenting brand materials in a manner that maintains brand identity while also adapting to geographical and cultural customer preferences is a critical challenge for marketers today. Increasingly discerning consumers expect – if not demand – that the materials brands present across sales, marketing and service touch points are timely, relevant and reflect the customer’s unique c...

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Product Ownership     $50 US*
Lasting Satisfaction or Painful Distraction?

The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...

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How Brands Annoy Fans Report Cover

How Brands Annoy Fans     $50 US*
The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent

While it is estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017, recent headlines and pronouncements by leading brand marketers highlight the significant limitations in this technology-driven ad buying process, with image-sensitive brands appearing next to offensive or irrelevant digital and video content.  As a result of this digita...

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Adaptability in Branded Content Delivery: Background Research     $50 US*

This presentation explores background research conducted by the CMO Council and other third party experts to explore the state of adaptability in the world's largest global brands. The presentation explores the localization mandate, benefits of adapting and localizing content, the need for platforms, and overcoming localization hurdles. ...

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Establishing and Enriching the Content Supply Chain     $50 US*
Aligning Campaigns, Content and the Customer for Exceptional Experience

While as much as a third of most marketing budgets are dedicated to content origination, few companies formally assess the effectiveness of their content strategies and the relevance and value of content offerings. Even fewer are examining the performance, influence and impact of content in the pre-sales, conversion and customer relationship development areas. This white paper—titled &ldquo...

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The Impact of Connectedness on Competitiveness     $50 US*
Creating Business Value From Operational Insight Driven by the Industrial IoT

The Industrial Internet of Things will transform business and industrial performance, delivering significant improvements in operational efficiency and uptime, as well as growth from new business models, products, services and customer experiences. Still, despite keen interest and growing expectations, most companies are unprepared to take advantage of IIoT technology and have no clear strategic ...

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Empowering the Data-Driven Customer Strategy     $50 US*
Addressing Customer Engagement From the Foundation Up

This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital touch...

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Strategy 2017     $50 US*
Are You Asking the Right Questions to Get Customer Experience Right?

While marketers made great strides in taking ownership of customer experience (CX) strategies in 2016, recent research from the CMO Council reveals that 49 percent of marketers believe they are only able to deliver connected, personalized, data-led experiences some of the time—and primarily only across digital engagements. Furthermore, when asked about the ROI of these experiences, only 7 pe...

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The CMO Shift to Gaining Business Lift: Executive Perspectives     $50 US*

The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth d...

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Connected Interaction to Power Brand Attraction     $50 US*
How Marketing Is Transforming to Create More Connected Customer Engagements

According to this research by the Chief Marketing Officer (CMO) Council and IBM, senior marketers will be devoting significant effort to better understanding the customer journey and how to create more personal, content-rich and connected experiences for their customers in 2017. The success of these efforts, however, will be contingent on their ability to create alignment across the digital and ph...

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Mind the Gap     $50 US*
Outlining Key Actions Marketers Can Employ Across Their Teams to Achieve True Customer Experience Success

Believe it or not, just 8 percent of 200 chief marketers surveyed by the CMO Council in Q3 admit to auditing, assessing and continually improving the customer experience. Given the critical need to convert, grow and retain relationships in an omni-channel world, this is a pretty pitiful statistic. With customers demanding to be heard and engage with brands on their terms, how are marketers using ...

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The CMO Shift to Gaining Business Lift     $50 US*

The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling i...

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Omnichannel's Missing Link     $50 US*
Identifying the Disconnect Between Brands and Retail Partners

According to the findings from this CMO Council study, conducted in partnership with digital marketing intelligence company Netsertive, the strength of the entire omnichannel experience may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touchpoints. Marketers almost unanimously agree that delivering an omnichannel experien...

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The New Rules of Engagement     $50 US*
A Look Into Shopper Marketing

Marketers in today’s connected world are aiming to deliver personalized communications to consumers, but are they really getting it right? According to a study by the CMO Council, in partnership with Bazaarvoice, while consumers are increasingly comfortable with marketers using their personal data for targeted advertising that is relevant to them, marketers are still struggling to deliver th...

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Be an ADEPT Traveler     $50 US*
Care Less About Travel Stress

With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from researc...

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Building Brands That Attract + Engage Fans     $50 US*
How Culturally Connected Brands Stay Valued, Real and Relevant With Consumers

How do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels. The Chief Marketing Officer ...

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Gaining Traction Through Each Customer Interaction     $50 US*
Achieving Business Impact With Customer Engagement Optimization

Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to fu...

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Context, Commerce + Customer     $50 US*
Best Practices to Exceed Expectations

While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing Officer (CMO) Council and SAP Customer Experience, more than a third of marketers (39 percent) believ...

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The Purpose-Built Experience     $50 US*
Starting With the Customer and Adding a Heavy Dose of Empathy

Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had negati...

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Making Personalization Possible     $50 US*
Amplifying the Customer’s Voice for a Lasting Experience

Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, reports the Chief Marketing Officer (CMO) Council. According to a new study conducted with Microsoft Corp., marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie ...

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Predicting Routes to Revenue     $50 US*
Identifying Real-Time Decisions for Business-Driving Engagement

While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it. According to this study from the CMO Council—entitled “Predicting Routes to Revenue"—only 5 percent of mar...

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CMO Shift to Gaining Business Lift Background Presentation     $50 US*

This presentation explores background research sourced by the CMO Council, Deloitte, and third parties to provides additional context to our latest initiative, "The CMO Shift to Gaining Business Lift" in three main exploratory research areas: Driving Growth and Creating Business Value The Changing Role of the CMO Differentiating the Customer Experience ...

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How Global Voices Shape Travel Choices     $50 US*
The Impact of Consumer Apprehension on Travel Intention

A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have o...

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Mapping Monetization     $50 US*
Best Practices and Strategies for Identifying New Opportunities and Maximizing Existing Experiences

The CMO Council recently partnered with Vindicia, the leaders in payment and billing solutions, to host a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization. The number one issue that marketers found most challenging to overcome: FEAR. Whether it’s the fear of the unknown (“We’ve never charged for that type of content,...

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Asia Pacific Digital Factbook 2015     $50 US*

The new Asia Pacific Digital Factbook 2015, provides statistics and trends about mobile, web, social media, eCommerce, video, advertising, search, apps and just about every aspect of this region’s online marketing ecosystem. Over the past eight years, the Digital Factbook’s predecessor, the Asia Digital Marketing Association’s (ADMA) Asia Pacific Digital Marketing Yearbook, has ...

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APAC Digital Marketing Performance Dashboard 2015     $50 US*

The CMO Council and Adobe have partnered once again for our fourth annual study into the state of digital marketing across the Asia-Pacific region. This study reviews the state of adoption, readiness and maturity of organizations in Asia who are working to meet the demands of today’s digital customer, and it also provides comparisons to previous years’ studies to benchmark and measure ...

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Activating the New American Mainstream     $50 US*
Defining, Reaching and Engaging the Multicultural Market

This study—entitled “Activating the New American Mainstream”—addresses the necessity of reaching these critical customer segments that are quickly becoming the new mainstream consumers in America. According to a 10-question survey of 150 North America-based senior marketing executives, 67 percent reveal that their CMO has a high level of buy-in and support for multicultural...

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Brand Attraction From Enriched Interaction     $50 US*
Creating an End-to-End, Multi-Channel Experience That Engages and Enlivens Customer, Partner and Employee Audiences With More Compelling and Relevant Content-Driven Commerce and Conversation

This report reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19 percent said they are extremely good or very good in this area. In contrast, 45 percent gave lackluster grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and ...

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Total View for Total Engagement     $50 US*
New Challenges in Reaching and Engaging the SMB Audience

For a previous study by the CMO Council (titled “Better Traction From Smarter SMB Interaction”), some 70 percent of the 184 total respondents revealed that the SMB market is an extremely important market for their businesses, with only 5 percent of marketers feeling that the market was not important at all. Looking toward the future, 66 percent anticipated an increase in SMB focus, wit...

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From Creativity to Content     $50 US*
The Role of Visual Media in Impactful Brand Storytelling

A picture may be worth a thousand words, but marketers have not turned a strategic lens on optimizing the return from their visual media content investments. While 65 percent of senior marketing executives believe visual assets are core to how their brand story is communicated, a scant 27 percent have the ability to aggregate, organize and manage these assets across marketing and non-marketing tea...

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The Path Forward     $50 US*
Marketing’s Outlook Into The Digital Future

This strategic report from the CMO Council and Ebiquity suggests that as budgets increase to fund digital marketing campaigns and more personalized customer engagement, marketers now need additional expertise in data analytics, content creation and channel proliferation to improve ROI. Based on data from a survey of 276 marketers in the first half of the year, this paper outlines how digital mark...

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Lead Flow That Helps You Grow     $50 US*

Call it a lead, opportunity or prospect. No matter what the term, sales organizations can never get enough new business contacts from their marketing groups. The question is how wisely they are used and whether that new point of customer access is qualified, primed and ready to write orders.This detailed study from the CMO Council and the Content ROI Center finds that most companies are struggling...

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Making the Workplace a Brand-Defining Space     $50 US*
Engaging Employees in Shaping Corporate Culture and Brand Personality

Produced in partnership with CultureSphere and Executive Networks Inc., this CMO Council report explores where and how marketing and HR leaders are collaborating on new ways to organizationally reinforce and reflect their brand values and qualities. It looks at social media strategies and techniques currently being embraced by leading consumer brands to recruit and retain Millennial workers, build...

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APAC Digital Directions     $50 US*
Strategies, Mandates and Challenges

Conducted in partnership with Adobe, this report highlights that while improvements are clearly being made when it comes to digital, APAC marketers are still largely focused on single-vector metrics that measure past success or single points of campaign performance, and they are typically not measuring impact on harder business metrics, such as sales pipeline measurement or customer lifetime value...

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Quantify How Well You Unify     $50 US*
Exploring the Business Impact of Marketing Technology Integration

This report explores how well chief marketers are taking ownership of digital marketing technology strategies and to what degree they are unifying and extracting value from multiplying customer data sources. The 38-page report summarizes the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disne...

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Mastering Adaptive Customer Engagements     $50 US*
A Look Into How Today’s Marketing Leaders Are Driving Business Performance Across the Customer-Centric Enterprise

How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization...

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State of Marketing 2014     $50 US*
A Global and Multi-Regional Marketing Assessment

The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-point assessment taken by more than 525 senior-level marketers from around the globe. T...

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CMO Compensation     $50 US*
Analytics and Authoring by Dr. Kimberly A. Whitler, Darden School of Business at the University of Virginia

The Chief Marketing Officer (CMO) Council’s new “CMO Compensation Report” tells all you need to know about chief marketer compensation, with 36 pages of analytics and insights drawn from a survey of 345 chief marketers around the world. It is the first and most defining analysis of senior marketer salary, benefits, bonuses, incentives and perks published to date. The report is a...

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Maximize How You Individualize     $50 US*
Map the Operational Gap in Customer Insight and Experience

Digital engagement has flourished in Asia, now home to more than 40 percent of the world’s Internet population. Social media, as a key example, has grown at the rate of 10 million new registered users per month. However, most critical to brands is that consumers across APJ are not just registering on social media channels, but they are actually engaging with brands and each other. According ...

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Business Traction From Smarter SMB Interaction     $50 US*
Advancing Enterprise Excellence in SMB Marketing in North America

Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months, according to this study from the CMO Council and Penton, a leading business information services company. However, these marketers admit to shortcomings in their ability to access customer data, intelligence and critical ...

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APAC Digital Marketing Performance Dashboard 2013     $50 US*
Exploring the State of Digital Marketing Across Asia to Benchmark Levels of Adoption, Traction and Success

Building on the findings of our study in 2012, this research seeks to identify where marketers are making improvements in their digital marketing efforts in APAC, as well as where challenges still exist. For this initiative, the CMO Council once again partnered with Adobe to explore the state of digital marketing across Asia in order to benchmark levels of adoption, traction and success. The stud...

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Know More to Grow More     $50 US*
Applying Timely, Targeted and Tailored Insight to Improve Pipeline Performance

Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this...

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Customer Attainment From Event Engagement     $50 US*
Benchmarking the Business Value of Trade Shows and Events

While events and trade shows are still a vital part of the marketing and customer engagement mix, senior marketers remain challenged to identify effective methods to measure and prove ROI, according to this CMO Council study, conducted in partnership with the Exhibit & Event Marketers Association. Further complicating this scenario is that events and trade shows have largely remained isolated ...

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Big Data's Biggest Role: Aligning the CMO & CIO     $50 US*
Greater Partnership Drives Enterprise-Wide Customer Centricity

The CMO Council, along with partner SAS, set out to better understand the key challenges, opportunities and requirements that both CMOs and CIOs were facing in their journey to develop a more customer-centric enterprise. Through the research, what has emerged is a picture of alignment around platform and technology, as well as the opportunity for even deeper connections around data and custom...

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Brand Automation for Local Activation     $50 US*
Connecting Customer Engagement Into Measurable Local Strategies

Through an online quantitative audit of senior marketers regarding the mandates, challenges and opportunities presented in localization, the CMO Council set out to identify where and how marketing mindsets must shift to best capitalize on local potential. The audit of 296 senior marketers was conducted between November 2012 and February 2013. Best-practice leaders from brands including Arby’...

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Profitability From Subscriber Acuity     $50 US*
Embracing Behavior-Based Engagement Models

The CMO Council, through a series of qualitative interviews with leading CSP marketers and an in-depth online audit involving 222 senior marketers at global CSP companies, set out to better understand where behavior-based experiences and decision making—including the development of new pricing models and partnership opportunities—could positively impact the customer experience while op...

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State of Marketing 2012 Report Cover

State of Marketing 2012     $50 US*
A Global Assessment of Marketing Vitality and Direction

The outlook is distinctly positive for marketers as executives head into 2013 with renewed confidence in their roles and business performance. Despite a varied and mixed outlook for the global economy, chief marketers report positive outlooks for their roles and functional areas. Nearly 70 percent received a salary or bonus in 2011, and 73 percent expect the same at the end of this year depending ...

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Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer     $50 US*

The desire to engage at every stage of the customer lifecycle has always been the unrealized goal of savvy marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the CMO Council, but some challenges still remain.Detailed in the full report are...

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Integrate to Accelerate Digital Marketing Value     $50 US*
Driving Digital Marketing Performance With the Right Platforms, People and Processes

Most corporate management teams are fully supportive of digital marketing investments, with 20 percent of marketers stating they have a mandate and budget to execute, 42 percent saying they have strong interest and active support at a LOB level, and 18 percent noting it is an agenda item they have to address with their CEO, CIO, and CFO. Integration and alignment are the key challenges facing mar...

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Advancing Customer Intelligence in APAC     $50 US*
A Study in the CMO Council's Improve Every Marketing Move Initiative

This report explores how companies, specifically those with a presence in Asia-Pacific, can engage with customers in a more valuable way by being more adept at big data analytics. Not surprisingly, marketers report being overwhelmed by growing volumes of customer data and are still playing catch-up in the social media-driven, mobile device-dependent Asia- Pacific market. Download the full report t...

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More Gain, Less Strain     $50 US*
Optimizing Marketing Partner Performance and Value in a Digital World

Just 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age, in contrast to 22 percent who view their agencies as struggling to transition their business models and service offerings. Another 51 percent of the 250-plus senior marketers surveyed in the CMO Council study see their agencies as playing ...

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Localize to Optimize Sales Channel Effectiveness     $50 US*
Powering Performance on a Field Marketing Level Through Localized Content

Localized marketing has become a critical area of strategic focus and competitive advantage for brands. Yet, just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level in contrast to nearly 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing. In this study &n...

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The 2011 State of Marketing     $50 US*
Outlook, Intentions & Investments

Say goodbye to “Random Acts of Marketing” as integration, alignment, visibility and return on investment (ROI) all top the list of requirements for marketing performance improvement through 2011. Among the priorities, marketers intend to add a one-two-punch of marketing analytics talent coupled with strategic planning and business development experience to better target, segment and th...

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Renovate to Innovate     $50 US*
Building Performance-Driven Marketing Organizations

As businesses in every industry work to transform themselves, CMOs are being tasked with driving the bottom line as business strategists. No longer just brand managers, marketing executives are now hired as change agents and decision-makers. The CMO Council sat down with over 20 newly appointed CMOs and delved into the challenges and nuances of their role. In addition to these interviews, the repo...

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Making Sense of Subscriber Complexity     $50 US*
The Need to Get a Handle on Choice and Change in Global Communications Markets

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both...

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Competitive Gain In The Demand Chain     $50 US*

Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. But, this study finds that far too many marketing executives have never assessed demand chain performance, nor...

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The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance     $50 US*

In today's business climate of exponential information growth and technology dependency, this authority leadership campaign will leverage and aggregate insights from key IT and marketing stakeholders to address the need for tighter alignment and collaboration between these functional groups. Yet, according to this new report from the CMO Council and Accenture, "The CMO-CIO Alignment Imperative: Dr...

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State of Marketing 2010     $50 US*
Outlook, Intentions and Investments for 2010

The CMO Council State of Marketing Report, featuring the 2010 Marketing Outlook Audit, is the largest annual independent assessment of senior marketing executives today. This annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council, gains insights into how senior marketing decision makers are managing marketing mix modeling, budget allocations and media mix spe...

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Define Where to Streamline     $50 US*

Sponsored by:NVISION®...

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Bottom Line From The Front Line     $50 US*
Achieving Go-To-Market Advantage Through Enhanced Capabilities

Driving the Bottom Line from the Front Line 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. (Published: 2008)...

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Protection From Brand Infection     $50 US*
Marketer's Fight Against Fakes, Frauds and Infringements

Sophisticated and savvy online brand extortionists and cyber scammers are boldly preying on unsuspecting consumers with bogus brand name email/websites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection. Offline, global and organized counterfeiting operations fueled by the down economy are flooding the market with knock-offs and f...

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Marketing Outlook 2009     $50 US*
Senior Executive Course for Strategy and Spend

Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in 2009, reports the Chief Marketing Officer (CMO) Council in its annual Marketing Outlook study. Despite a restrained economy, however, marketers see budgets holding up fairly well with dollars being stringently controlled and directed against growing and retaining market share. The CMO Council audit of...

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Calibrate How You Operate     $50 US*
Improving Marketing Yield, Visibility and Process

Profitable customer relationships are the lifeblood of any commercial enterprise. Yet companies do a decidedly poor job of nurturing, cultivating or even reactivating customers in order to drive sustained revenue growth, loyalty and bottom line performance. Marketers are flying blind when it comes to leveraging customer data and analytics. Few companies look within their own data silos to extract ...

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Giving Customer Voice More Volume     $50 US*
Turning Customer Pain into Competitive Gain

Customer experience is still very much a work in progress for senior marketers who participated in this study, fielded in late 2008. Despite overwhelming agreement on the importance of customer experience and word-of-mouth, the admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes. Sponsored...

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The Leaders In Loyalty     $50 US*
Feeling the Love From The Loyalty Clubs

Customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neighborhood burrito palace or dry cleaner. Yet, through the CMO Council’s research in The Leaders in Loyalty: Feeling the Love from the Loyalty Club these prog...

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Routes to Revenue     $50 US*

Routes to Revenue benchmarked the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers...in one of the most challenged financial times. With fielding of the study starting on the day that Leihman's Brothers closed and financial collapse was immenent, mark...

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Variance in Customer Experience     $50 US*
Customer Affinity From Optimized Content Delivery

What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued an...

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CLOSE: Scenarios and Solutions     $50 US*
Mapping the Traps and Sales Effectiveness Gaps

In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The Chief Marketing...

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Closing the Gap     $50 US*
The Sales and Marketing Alignment Imperative

Global businesses continue to suffer from a seemingly unbridgeable divide between their marketing and sales teams—a gap which undermines two of the most important competencies necessary to generate demand, capture revenue and gain competitive advantage. The traditional relationship between sales, marketing and channel groups tends to be more antagonistic than synergistic. Even in those enter...

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Business Gain From How You Retain     $50 US*
Addressing The Challenge of Customer Churn and Marketing Burn

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...

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The Power of Personalization     $50 US*
The Impact + Influence of Individualized Content Delivery

Personalized marketing techniques are still in the early stages of being integrated into most company's marketing campaigns and budgets. While the need for quantifiable tools for gauging effectivenes and ROI Exist, marketiers are lagging in their adoption due to the lack of accurage and reliable customer data sources. These are two of the top findings from the "Power of Personalization" research. ...

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Marketing Outlook 2008     $50 US*

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...

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Profitability from Customer Affinity     $50 US*

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....

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Channel Performance Outlook 2008     $50 US*

This report examines indirect sales channel-centric dynamics and issues, gleaned from input from 500 indirect sales channel executives, distributors, resellers and other channel representatives. In particular, it examines the relationship between the sales channel and vendors, and its impact on business leads and revenue generation. This includes the extent of sales collaboration between vendors a...

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Call Center Exposure: Limiting Leaks and Peeks     $50 US*

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 and Align the CMO     $50 US*

The CMO Council is frequently asked by the media, executive recruiters and CEOs to define the essential qualities and attributes of a successful marketing officer. To achieve this we have partnered with a professional services company called 'Bluprints™' to assist us in a globally inclusive process to systematically decipher a distinct Formula for Success - exclusive to the CMO community....

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Crunch Time: Global Competitiveness     $50 US*
Annual Assessment of Tech + Telcom Rigor and Readiness

Conducted in late 2004 and early 2005, Crunch Time serves as a benchmark for the ever-increasing challenges of global competition. At the time, if you were an executive in the North American high technology or telecommunications industries, there was a high probability you felt the heat of increasing global competition. Yet, there is no executive formally assigned to the task o...

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