CMO Council

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A Global Channel of Insight, Access and Influence

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 7,500 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.

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Building a High-Performance Marketing Engine Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization

It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?

As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines.

Join the CMO Council as we examine this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?
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Mar 12 2015 5:00 pm
UTC
105 mins
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  • Marketing technology is at the very core of today’s business strategy. According to a recent CMO Council study, Quantify How You Unify, marketing leaders are facing significant challenges managing the growing sprawl of marketing technology. The study reveals that 42 percent of CMOs who own their marketing technology strategy see greater business impact than those who do not. Moreover, those with a formal strategy contribute more to overall revenue and value creation: Half (50 percent) are able to achieve more targeted, efficient and relevant customer engagements, and 39 percent achieve greater return and accountability of marketing spend.

    While 67 percent of survey respondents believe new marketing technologies are essential or very important to overall marketing group performance and effectiveness, they are being held back by technology overload, too many data sources, and lack of strategic application and integration of disparate point solutions and data.

    So where do we go from here? The growth in the marketing technology space will continue to grow. Marketing technology researcher and expert David Raab, CEO or Raab Associates, estimates that that nearly half of features upgraded by marketing automation vendors in the past year relate to analytics, including customer analysis, content analysis, and lead scoring, firmly placing better analytics at the very top of the technology agenda. But how do marketers know if their foundation has any gaps? Where are duplicative solutions being deployed? And where is the data flowing – or even more importantly, where is the data being clogged – in this tangled stack marketing has built?

    Join the CMO Council as we head from experts in the Marketing Technology space as well as from brand leaders who are taking steps to make sense of the marketing technology stack.
  • Where are we now, and where are our customers tomorrow?

    According to the CMO Council’s 2014 State of Marketing report, marketers’ investments into online video is taking the next evolutionary leap from experimentation into full-fledged testing. In order words, investments are increasing at a pace like never before. Why? Customers are viewing online video like never before.

    According to a recent report from Neilsen, online video consumption has risen from 13 minutes per day to 27 minutes. While this still pales in comparison to TV consumption, marketers have clearly seen that there is something to online video, and to be late to the game could be a disaster.

    This trend brings with it a slew of obvious questions: What ROI should we expect? What is getting reallocated? Does this mean TV ads should be pulled in favor of online? What content are people really viewing and how will my brand be relevant in that context?

    Join us as the CMO Council delves into a deep dive into online video, asking marketers and industry experts where the key trends, opportunities and pitfalls are when it comes to online video. What are industry leaders investing in…what content are they creating…and how is ROI really being measured?
  • Everyone…it’s time to play Buzzword Bingo! Join the CMO Council as we delve into the biggest buzzwords that terrorized brands and marketers throughout 2014…and we predict what the big buzzwords will be that we will try to outrun in 2015. If we were still hung up on buzzwords from 2013, we would be obsessing over gamification and multi-channel…but that’s all SO 2013.

    Now we are dealing with BIG DATA, personalization, and omni-channel experiences. Tomorrow we will obsess over the Internet of EVERYTHING. So, what is the reality behind these big issues? How much of it is hype and how much is really being applied in winning strategies? Where have leading brands learned to steer clear of the hype and maximize opportunity?

    While we have a couple buzzwords in mind, we want to hear from you, so register for the webcast and be sure to tweet out the biggest, buzziest catchall phrase that you have been grappling with this year. Hit up Twitter with #CMOBuzzBingo and we will try and cover as many as we can during our time together.
  • Mobile technology and the advent of tablets and smartphones have transformed whole industries and are changing customer behavior in ways that impact marketers around the globe. More than just another channel, mobile is digital and social at the same time. It’s making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced as the digitally empowered customer now has new expectations for a fully connected, personalized and relevant mobile experience.

    Please join our webcast on November 20 at 10am PT/1pm ET as we delve into our recent study, “Getting in Sync With Mobile Customers: Capitalizing on Marketing's Big Mobile Opportunity,” where the CMO Council explored the changes in customers’ mobile behavior, the pulse of the market, the definition of a mobile-first strategy, how analytics are being leveraged for mobile, how brands are measuring mobile success and more.
  • A new study by the Chief Marketing Officer (CMO) Council and Tealium shows that business and marketing performance improvements are directly related to having a formal roadmap for managing digital marketing technologies and integrating the data produced from multiplying customer touchpoints.

    This webcast will discuss the findings of the report—titled “Quantify How Well You Unify”—which explores the degree to which chief marketers are architecting digital marketing technology strategies and unifying and extracting value from multiplying customer data sources.
  • Consumers expect relevant experiences and meaningful interactions across all channels and devices. They don’t trust your ads and they are more likely to engage and interact with your brand on other channels. So where are those interactions taking place? And how can you spark engagement to keep them coming back? The key is understanding the customer context.

    Hear from Carlton Doty, Vice President, Forrester Research and Howard Beader, VP Product Marketing, SDL as they explore key strategies based on deep customer insights that drive unprecedented levels of engagement so you can create brand advocates and increase revenue.

    Discover:
    • Why you need a multifaceted approach to truly capture your audience’s attention
    • How your customer’s context and their interaction with your brand is what really matters
    • How to create a contextual marketing engine that promotes an ongoing, insight-driven interaction cycle with your customer
  • Today’s corporations face rapid change, disruptive competition, and increased uncertainty. CFOs and their organizations are being asked to deliver new levels of predictability, insight, and counsel so that companies can make business decisions more quickly amidst these conditions.

    To do so, CFOs are innovating and transforming financial processes to improve planning, budgeting and analysis, business alignment, and accessibility to relevant data and advice.

    This webinar will provide CFO commentary that builds on the insights of a new report entitled “Predictability Through Planning Agility” from the Business Performance Innovation Network. Learn how financial executives are improving their ability to deliver timely and valuable business insights to drive corporate growth and performance.
  • Today’s customer journey does not start and stop at the known touch points of marketing engagement. From word of mouth on social media to the actual last-mile delivery of the product, customers expect that the brands they trust and invest in will be there every step of the way. Yet marketers admit that they have not been highly effective at mapping the totality of the customer experience. According to a report from the CMO Council, some 41 percent of marketers admit they do not have a comprehensive view of customer experience across all customer touchpoints. This begs the question: Have we not tried to map the journey, or are our systems so disconnected and siloed that we can only map what we ourselves create?

    Join the CMO Council as we delve into where and how industry leaders are taking a broad view of the customer experience and journey, as well as how this view and process have impacted the bottom line. How are campaigns managed differently when insights into supply chain are available? Who are the key stakeholders, and how are they aligned to ensure the customer experience is managed from the first conversation through to re-order and advocacy? How are marketing leaders orchestrating this view of the customer journey, and how is that strategy embraced cross-functionally and supported technologically?

    This one-hour interactive webcast will explore the customer journey from the mindset of truly customer-centric organizations, including the critical steps and strategies marketers must take in order to turn customer centricity from catchphrase into profit.
  • In our first conversation around the new requirements for today’s digital CMO, we learned that CMOs still have work to do specific to building a robust digital marketing and engagement practice.

    In this latest discussion of the to-do list for today’s digital CMO, we will focus on this issue of social preparedness. What has been holding marketing back from truly understanding where and how social can be leveraged? Where can social media impact the advancement of today’s business agenda? How are we using this channel to listen and better understand the customer, from their issues and challenges to their needs and behaviors?

    Join the CMO Council, together with IBM, as we explore these new priorities and the required to-do list for the senior-level marketer. This one-hour webcast will focus on how these industry leaders are shaping their own social strategies, teams and businesses for future success. From achieving a deeper understanding of the customer to creating new channels to loyalty and revenue, our speakers will share their own views on the evolving requirements and new emerging challenges being faced in this age of digital, social and mobile engagement.

    Speakers:

    Mary Anne Hensley, Executive Editor for the CMO Council's PeerSphere magazine, CMO Council

    Linda Ban, Global C-Suite Studies Director, IBM

    Sean Kapoor, Vice President, Global Marketing,Harman International
  • Much has been written about the need for partnership and alignment between the CMO and CIO. In the CMO Council’s own investigation into the relationship, we have seen the ebbs and flows of this critical dynamic. From the battle over digital marketing platform advancement in the early 2000s to the recent partnership and synergies brought about by a mutual foe—big data—the CMO and CIO have begun to forge a powerful partnership that is molding and shape customer engagement and business as we know it.

    To investigate this new and ever-evolving relationship between marketing and IT, the CMO Council will host a one-hour interactive webcast to hear from marketing and IT business leaders who are changing the definition of their roles, their organization’s dynamics and their business opportunities. This will be a session for both marketing and IT leaders to advance their strategies, share their best practices, and hear from both marketing and IT executives who are advancing their business objectives by embracing a new, digitally powered customer experience.

    Speakers include:
    Jamie Anderson, Global Vice President Product Marketing, Customer Engagement & Commerce, SAP; James Mendelsohn, CMO, CAN Capital, Toni Lee Rudnicki, CMO, iDirect Technologies, Aaron Gette, CIO, The Bay Club Company, Liz Miller, Senior Vice Presiden

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