Report

Bringing a Human Voice to Customer Choice

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... More

Report

The CMO's Growth Driving Playbook

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... More

Whitepaper

Total View for Total Engagement

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... More

State of Marketing 2012 Report Cover
Report

State of Marketing 2012

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 ... More

Whitepaper

Better Lead Yield in the Content Marketing Field

Vendor content frequently lacks value and trustworthiness in the eyes of BtoB buyers, who are increasingly turning to more trusted, peer-driven sources of  content along their path to purchase, according to the CMO Council's Content ROI Center. This white paper includes the results of a survey of more than 400 BtoB buyers and content seekers around the world who were reached through NetLine C... More

Report

State of Marketing 2014

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... More