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CMO Council

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  • Get to Know a CMO: A Conversation With IBM’s Maria Winans
    Get to Know a CMO: A Conversation With IBM’s Maria Winans Liz Miller, SVP of Marketing, CMO Council, Maria Winans, CMO, IBM Watson Customer Engagement Recorded: Jun 28 2017 56 mins
    Data, data everywhere…but where is the insight to drink? This could be the new battle cry for today’s CMO. Regardless of industry or region—whether it’s a B2B or B2C company—all CMOs are facing the evolution of data and its twin: digital. From what digital transformation means to an organization to the challenges we each face as our customer demands even higher levels of personalization, CMOs today are talking about where and how digital and data converge and what that collision means for the bottom line.

    Join Liz Miller, Senior Vice President of Marketing for the CMO Council, as she gets to know Maria Winans, CMO of IBM Watson Customer Engagement. The discussion will span from insights into how Winans is facing the digital revolution to the trends she believes will shape marketing and engagement in the months and years ahead. The one-hour, interactive conversation will also take questions from the live audience, giving participants a unique opportunity to pick the brain of a true peer.

    A graduate of University of North Carolina at Chapel Hill, Winans has spent more than two decades at IBM and has been at the forefront of both data and digital’s evolution. A true global business leader, Winans has served in leadership roles at IBM across Business Analytics, Collaboration Solutions, Mobile, Industry Solutions and PC Company, as well as serving as a Marketing Strategist for IBM Latin America.
  • Putting the Customer Into Context
    Putting the Customer Into Context Olivier Binse, Advisory Partner, Deloitte Digital ; Jamie Anderson, CMO, SAP Hybris ; Liz Miller, SVP Marketing, CMO Council Recorded: Jun 15 2017 66 mins
    Customers are not looking for extravagance. In fact, according to a recent CMO Council survey of 2,000 global consumers, conducted in partnership with SAP Hybris, customers crave simplicity. Customers want value and to be valued by brands. And customers expect brands to know and recognize them: 36 percent admit that they are often frustrated when they are not treated like a loyal customer regardless of channel.

    Marketers, however, have admitted that there are significant challenges in meeting the very basic expectation of knowing, recognizing and responding to their customers. In the report, “Context, Commerce + Customer,” only one in four marketers has been able to leverage customer insights to advance troubleshooting in order to address customer issues before they become frustrations or problems.

    As brands strive to deliver exceptional, connected, contextual experiences to their customer, marketers admit there are significant challenges to be resolved specific to data, analytics and the ability to leverage real-time customer intelligence to truly deliver value in the moment the customer most expects.

    To discuss these challenges and the opportunities in exceeding the expectations of the connected customer, the CMO Council, in partnership with SAP Hybris and Deloitte Digital, invite you to join us for a live-webcast being held on Thursday, June 15, 2017. We will be sharing additional findings of our new consumer study including how consumers say they will react to continued frustrations. In addition, experts from SAP Hybris and Deloitte Digital will join the discussion to share where and how customer demands have shifted customer experience strategies, including the very ecosystem of cross-functional connections that organizations must forge in order to truly meet and exceed these expectations.
  • Bridging the Strategy-to-Execution Gap to Drive Customer Engagement
    Bridging the Strategy-to-Execution Gap to Drive Customer Engagement John Nash, RedPoint; Mary Anne Hensley,CMO Council Recorded: Mar 28 2017 31 mins
    The latest research from the Chief Marketing Officer (CMO) Council and RedPoint Global indicates that although customers are more connected across a multitude of channels than ever before, many organizations are still struggling to deliver the seamless, omni-channel experiences that customers seek, despite having a plethora of data, analytics and engagement systems implemented.

    In fact, the research revealed that only 7 percent of marketers surveyed are able to deliver real-time, data-driven engagements across both physical and digital touchpoints, and only 5 percent are able to see the bottom-line impact of engagements in real time. The gap between strategy and delivery of these experiences stems primarily from fractured execution systems and siloed customer data.

    This executive briefing will discuss:

    • What are the next steps that marketers can take to bridge this gap?
    • What internal capabilities and changes are needed in order for organizations to create the frictionless, omni-channel experiences that today’s connected customers expect?
    • Where can organizations start when it comes to connecting their data and insights, to better orchestrate engagement in real time and across all journey stages and touchpoints?

    Join the CMO Council for a half-hour executive briefing, which will also include a live interactive Q&A on research findings, data implications and real-world prescriptions. John Nash, Chief Marketing and Strategy Officer, RedPoint Global, will join us to provide industry insights and next best actions for marketing executives looking to overcome the roadblocks that prevent organizations from capitalizing on profitable omni-channel efforts.
  • Shifting From Sentiment to Opportunity
    Shifting From Sentiment to Opportunity Liz Miller - CMO Council, Alan Gellman - Esurance, David Berkowitz - Sysomos Recorded: Feb 23 2017 61 mins
    As social data streamed into systems, the voice of the customer became distinct and immediate. But as sentiment became the table stakes of today’s intelligence, marketers started to look for more out of their social engagement and listening programs. This shift has brought about a call to identify points of opportunity in social data that drive the business forward.

    This new mandate reveals new challenges: social media data can be messy, filled with lots of noise and few signals that point to definitive action. The mass of unstructured data that floods into systems is often incomplete and constantly in flux. One minute, a customer is “liking” a brand, and the next minute, that customer is telling the world about negative experiences and defection intentions. Wires get crossed. Sentiments can shift without warning. And slowly but surely, a marketer’s trust in social data can begin to erode.

    The conversation around social needs to evolve—breaking away from the endless opportunities to chat, mix and mingle with the customer and turning toward an intentional strategy of leveraging social data to reveal business-driving opportunity. These signals must point to where a business can make money or where a business may be missing the mark…or it must deliver real-time alerts to problems that can lead to customer defection and discord.
  • Establishing and Enriching the Content Supply Chain
    Establishing and Enriching the Content Supply Chain Liz Miller, SVP Marketing, CMO Council Recorded: Feb 22 2017 62 mins
    In the world of marketing, these principles have been applied through the application of a marketing supply chain, effectively connecting customer and company demand for marketing materials (typically marketing consumables like printed content, promotional items, etc.) into a transparent, technology-powered network of suppliers and users to streamline processes and optimize budgets and utilization. Just as with manufacturing supply chain management, marketing supply chain optimization has led marketing leaders to realize great customer satisfaction and profitability, particularly through significant savings and the reduction in material obsolescence.

    So now, savvy CMOs are turning to the customer and asking whether these same principles of supply chain dynamics can be applied to a process that actually reaches, engages and connects with customers. The answer is surely yes…but before we take that leap, the same rigor and advancement used to establish a marketing supply chain must be paid to content itself. Now is the time to realize the state of the content supply chain.

    According to the Content Marketing Institute, 32 percent of a B2C organization’s budget and 28 percent of a B2B organization’s budget is spent on content. In a recent CMO Council study on the impact of the connected omni-channel experience, 60 percent of marketers admitted that the new connected customer has necessitated a shift in content strategies and a call for the rapid development of new content in new formats and sizes. Yet despite the clear budget priority content has taken—as well as the clear call to rapidly advance our content development and management skills to meet the demands of our customers—why is content still developed in campaign and functional team silos, often lacking effective paths for cross-functional collaboration and distribution? Are we giving content the respect and attention it deserves?
  • Delivering Engaging Experiences to Your Audience
    Delivering Engaging Experiences to Your Audience Liz Miller, CMO Council; Jody Sarno, IBM; Chris Crayner, NBC Universal Parks and Resorts Recorded: Jan 26 2017 61 mins
    When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency and connection that drive the foundational relationship between the brand and the buyer.

    The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media, entertainment and telecommunications marketers to discuss how audience insights across the digital and physical experience have been turned into action, allowing these brands to personalize and enrich each engagement.

    Multiple case studies will also be discussed during the webcast that focus on the power of segmentation and innovations around cognitive computing. Speakers include Liz Miller, Senior Vice President of Marketing for the CMO Council; Jody Sarno, Dedicated Client Partner, Communications Industry for IBM; Chris Crayner, Chief Digital Officer for NBC Universal Parks and Resorts; and Gayle Bock, Director of Customer Engagement for T-Mobile.

    View IBM's privacy policy at http://www.ibm.com/privacy.
  • Orchestrating Optimal Interactions
    Orchestrating Optimal Interactions Mary Anne Hensley, CMO Council; Brandon Purcell, Forrester Research; Buck Webb, RedPoint Global Recorded: Jan 26 2017 63 mins
    Orchestrating Optimal Interactions: Establishing and Implementing a Customer Data Platform to Get Moving Forward

    Most organizations are unable to deliver their brand promise in a consistent manner. Many marketers strive—but struggle—to present high contextual relevance across all channels and touchpoints that span everything from marketing to sales and service. Fragmented engagement systems create data silos that make it difficult to leverage all data sources in real-time to deliver the hyper-personalized experiences that customers expect today.

    Solving this problem requires a customer data platform that provides key foundational elements, including:
    1. A unified view of customers that is continually updated over time
    2. The ability to leverage this unified view in combination with in-line analytics to intelligently orchestrate interactions in real time across all channels and touchpoints.

    Join the CMO Council, in partnership with RedPoint, for a one-hour, interactive webcast featuring an expert panel of experience and data experts, including special guest Brandon Purcell, Senior Analyst–Customer Insights Professionals from Forrester Research. Through the course of this webcast, senior marketers will hear how unifying and activating data through a customer data platform enables organizations to better engage with consumers/customers while optimizing marketing campaign performance, building brand affinity and increasing customer lifetime valuation.
  • Are You Asking the Right Questions to Get Customer Experience Right?
    Are You Asking the Right Questions to Get Customer Experience Right? Liz Miller - CMO Council, Chris Moloney - CAN Capital, Zeynep Tolon - IBM Recorded: Dec 20 2016 64 mins
    There is little doubt that marketers have embraced the need for a connected and cohesive customer experience. But while the new customer experience, especially the digital experience, has changed the way most organizations reach and engage with their customers, not all marketers are overjoyed with their current results. In a recent study conducted by the CMO Council and IBM, 38 percent of senior marketers admitted that the new engagement strategies in place have yielded mixed results, with some campaigns yielding expected results while others have not hit the mark.

    Similar to results being spotty at best, marketers also admit that their goals for delivering a truly connected customer experience have also fallen short as only 6 percent say they have completely connected physical and digital experiences with all touchpoints, connecting and informing the next relevant and valued journey for the customer. In fact 42 percent of respondents indicated that their primary goal for the year ahead was to better connect and integrate loosely tied campaigns into a stronger, more cohesive experience that can actually drive engagement across the customer’s lifecycle with their brand.

    So with that goal in mind, what needs to actually happen to deliver real customer experience success in 2017?
  • Driving Leads to Profitable Conversations
    Driving Leads to Profitable Conversations Mary Anne Hensley - CMO Council, Susan Bryant - DialogTech, Bryan Huber - Comfort Keepers Recorded: Oct 27 2016 60 mins
    Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call.

    According to a recent BIA/Kelsey report, “call commerce” is a $1 trillion influence engine as analysts estimate that click to call influences some $1 trillion in U.S. consumer spending. The firm went on to project that some “169 billion mobile calls to businesses (will be made) by 2020, driven by smartphone penetration, high commercial intent and the natural handoff between mobile engagement and phone calls.”

    The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.
  • From Fear to Friction: What Is Destroying the Best Made Marketing Plans?
    From Fear to Friction: What Is Destroying the Best Made Marketing Plans? Liz Miller - CMO Council, Carly Dahlen - JustFab, Robbie Baxter - Peninsula Strategies Recorded: Oct 18 2016 72 mins
    Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all.

    As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer.

    Among the questions and topics to be discussed in this hour are:

    •Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands?
    •What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today?
    •Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal?
    •New ideas and thinking around monetizing experiences and turning content into opportunity

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