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Rising Above The Fray $50 US*
Self-reliant buyers, shifting behaviors and digital disarray have upended sales. But marketers can right the revenue ship.
A chaotic customer journey has flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. It’s a big ask with even bigger challenges to overcome. Marketers face immense pressure, scarcity of resources, a data literacy gap and a skeptical CEO. All of which puts marketers at serious risk of missing their revenue target...
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Humanizing and Analyzing Relationships To Drive Revenue, Retention And Returns $50 US*
Re-thinking an old marketing metric — customer lifetime value (LTV) — can help close the gap between marketing efforts and financial outcomes. LTV will also allow CMOs to design a more effective, efficient marketing mix. More importantly, many CEOs, heads of sales and line-of-business executives look to LTV to inform their strategic business decisions. Yet there’s a lot of oppor...
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Getting it Done in 2021 $50 US*
Marketing Leader Intentions + Projections
There’s some good news and optimism from global marketing leaders looking for growth recovery in 2021. Nearly two-thirds of 200 members surveyed by the CMO Council worldwide say they will boost marketing spend in the coming year and most don’t expect to downsize or re-structure their organizations. Findings reveal senior marketers are mostly focused on spend ROI, efficiency and revenu...
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Bridging the Gap for Comms and Marketing $50 US*
Building Cohesion in the Age of Customer Disruption
Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms. Brand leaders need to know how to spot market...
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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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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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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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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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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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