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CMO Council

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  • When marketers advanced into 2015, headlines announced that it would be the year of customer analytics and intelligence—a year when CMOs would be shedding the fear of “analysis paralysis” and turning the threat of big data into big opportunities with customers. Yet in survey after survey and study after study, CMO Council members agreed that while the desire to achieve dynamic customer experiences was there, the reality of using data to create these experiences was a difficult task, especially when the customer was demanding personalization beyond the confines of marketing-only data.

    So how are best-of-breed brands truly forging ahead with data? What are the new buzz-worthy opportunities that will make headlines (and possibly headaches) for marketers in 2016? Will the Internet of things truly be the opportunity that analysts are predicting, or will it be yet another far-off dream that only the richest brands can afford? Where will the customer expect brands to meet them next? And who is already on the path to meet these rising demands?

    To kick off 2016 and begin to circulate some new ideas, the CMO Council is partnering with Teradata to host a one-hour webcast to discuss the big trends of 2015 and where the new year will take us. Among the key topics to be discussed:

    • New expectations for data: From aggregating data from new sources to managing and cleansing the data we have, what are the new requirements for the data-driven business?
    • The Internet of everything: Beyond smart cars and connected homes, the Internet of things will tell us more about our customers while demanding new intelligent engagements…are we ready?
    • Anonymous no more: The difference between crossing the creepy line and thrilling a customer with relevance is a thin one that demands that marketers connect the dots between a single user’s known and unknown behavior online…but how?
  • Will 2016 be a year of disruption or innovation? For some businesses, disruption will come in the form of new businesses and new business models challenging the very behavior of how, when and where customers engage with brands. Digital transformation is increasingly influenced by new digital business models, which have played an increasingly visible role in the digital marketplace, with subscription brands like (like Netflix, Apple Music, Birchbox and the Dollar Shave Club) and pay-to-access business models (including Airbnb and Zipcar). The Internet of things (IoT) promises to open the disruptive floodgates, with unsuspecting industries seeing the model take hold in unlikely places.

    Consider new business models within healthcare, where providers no longer need to heavily invest in equipment, instead paying incremental fees for as-used services of X-ray equipment and advanced monitoring systems. What was once a traditional business model of equipment as the end product has now given way to multiple business models powered by connected devices.

    The new normal is that customers across both B2B and B2C industries can now choose to buy in the exact way that suits their convenience. These new pricing innovations can forever disrupt an industry—or forever ruin the customer experience if executed poorly.

    Can we envision a world in which our products are free but our revenue is derived from incremental service sales? Can we see a revenue stream waiting in a recurring revenue model that leverages sensors and the IoT to optimize services, from directions to automotive services?

    Join the CMO Council and our partners at Aria Systems as we gather experts in driving this disruption to discuss new ideas, new opportunities and the role marketing must play in ensuring that the customer experience is managed and optimized, from the point of engagement through loyalty
  • According to a recent CMO Council study, the ability to achieve a truly personalized, enriched and highly relevant digital experience has been challenged by data availability and aggregation—and more specifically, getting to the right intelligence that can be learned from this wealth of data. “Brand Attraction From Enriched Interaction,” a report completed in partnership with IBM, reveals that only 21 percent of corporate marketers believe they are doing a very good job of captivating and engaging their audiences while only 19 percent feel they are doing a good job of creating campaigns that reach and resonate with their diverse and complex customer bases.

    But just as customers keep evolving their own expectations for experience, service and engagement from the brands they choose to do business with, global trends and technology evolutions also threaten to drive the ability to exceed customer expectations further and further out of marketing’s reach. This digital disruption that is being powered by the customer requires each marketer to look forward to spot key trends that are on the horizon so that organizations can start laying a solid foundation to enable the rapid advancement of the digital agenda.

    Join the CMO Council, in partnership with IBM Digital Experience, as we explore the opportunities, requirements, challenges and strategies needed to stay ahead of the curve and take optimal advantage of the key experience trends and transformations shaking up marketing in the coming year. Among the issues to be discussed in the interactive hour-long webcast:

    •Marketing’s reaction to how key tech trends will impact operations and business
    •Insights into where, how and why these technology trends will change how our customers choose to engage—and who customers will turn to for new experiences
    •Best practices in leveraging and integrating these technology trends, from APIs to capitalizing on the Internet of things
  • While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. Combined with title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation, chief marketing officers are constantly being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations.

    Along with trying to establish themselves in the C-Suite, global marketers are also facing an increasingly complex, distributed and digitally driven marketing ecosystem. With unmeasured pressure to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions, they are also called on to collaborate on an unprecedented level with CFOs, CIOs and COOs as well.

    A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to transform.

    Please join the Chief Marketing Officer (CMO) Council in a live, one-hour, interactive webinar as we discuss our upcoming CMO Summit in Napa and how the role of the CMO must be reshaped in order for the CMO to rise as a true business leader.

    Some of the broad areas we will explore include:

    •The biggest shifts in the CMO role during the past five years
    •What has most impacted the CMO role: talent, technology or transformation of the business and the customer?
  • As expected, on a journey to revenue optimization, there are bound to be bumps and potholes to be battled along the way. According to a new study from the CMO Council in partnership with Pegasystems, marketers admit that compared to five years ago, it is far easier to connect with customers through new digital channels and campaigns, be it through social or even mobile experiences.

    Join the CMO Council and Pegasystems as we delve into detailed findings from our latest study entitled “Predicting Routes to Revenue: Identifying Real-Time Decisions for Business-Driving Engagement”. This webcast will share detailed findings and insights from a survey aggregating thinking from over 150 senior corporate marketing leaders. Among the key findings, we will review:

    •Marketing’s rating of how well organizations are delivering on brand promises to customers
    •Measures and metrics that define customer experience success
    •The current state of analytics from predictive analytics to the ever-elusive 360-degree view of the customer
    •Plans for optimizing revenue and maximizing engagement value over the next 12 months

    The webcast will also touch on best practices of industry leaders breaking through these data, analytics and experiences challenges to make the most of every engagement and relationship by feeding the always-on marketing brain.
  • There is a classic statement that you “can’t know what you don’t know,” and in today’s digital age of tracking and cookies and customer intelligence and tracking, the unknown is a terrifying thing indeed. Customers who are known through traditional channels enable a degree of personalization where the picture of the individual is clear. But digital channels offer customers more control and offer marketers opportunities to better aid, enable and empower our customers—if marketers can see the customer clearly. Through the lens of digital channels, however, the view of the individual customer can be quite a bit fuzzier.

    According to a recent eConsultancy study, individualization is a mandate, not an option…and revenue is at stake for those who cannot enrich the experience. According to the report, 94% of marketers believed that personalization was critical to business success. And for marketers who have been able to engage in personalized digital experiences, the reward was an estimated 20% increase in sales.

    But individualization has been only possible with the known customer until now. The unknown customer, more often than not, is lost. Savvy marketers are bridging the gap between the known and unknown, getting smarter about the tools and technologies needed to identify key behaviors, cues and indicators that can quickly and seamlessly shift every engagement into a real-time interaction opportunity.

    Join the CMO Council as we join with industry experts and marketing peers to debate and discuss the challenges, best practices and opportunities to be found by diving into the unknown to create more robust and profitable experiences and engagements. We will be joined by industry leaders from Teradata who will share their insights into how leading-edge brands are asking new questions of their data and interaction platforms to gain integrated insights about individual customers.
  • Mobile commerce is not just growing—it is exploding. As recently as the first quarter of 2015, analysts estimated that mCommerce makes up some 29 percent of eCommerce transactions in the U.S. and 34 percent of transactions globally.

    Yet according to one report, there is a clear failing noted in the mCommerce statistics, especially in the U.S. The report reveals that while there is little to no difference in the number of products viewed between desktop and mobile browsing, the drop-off from browsing to transaction is severe, with desktop conversion averaging 4.55 percent and mobile conversion only reaching 2.46 percent. Compared to a market like Japan, which has a mobile conversion rate of 9.35 percent, the failure to convert mobile browsing into a mobile transaction is shocking. But around the world, it is clear that we are leaving money on the proverbial mobile table.

    Marketers have worked to optimize all aspects of the entire digital customer experience journey, creating personalized experiences that seamlessly transition into frictionless commerce conversations. But when it comes to the mobile experience, where customers are empowered to be in total control of their hyper-personal devices, marketers have looked at individual points of improvement along the journey but have not fully taken the next leap forward.

    The CMO Council, as part of its ongoing mobile relationship marketing (MRM) advocacy, will tackle this very issue in a one-hour interactive webcast. We will be joined by experts in mobile engagement and commerce from Moovweb, who will share insights about how leading global brands are turning the mobile customer experience into one that engages from first click to the final transaction. We will also hear peer-powered best practices in transforming and optimizing the mobile commerce experience just ahead of the busy holiday season.

    Join us as we delve into making the most of mobile by rethinking the end-to-end experience.
  • The CMO Council, in partnership with Pegasystems, has been asking senior marketing leaders about which core aspects of their customer experience strategies have developed the most robust and profitable results with their customers. Early indicators point to some key areas of interest:

    •Personalization based on customer voice and insights is the top strategy that marketers believe will lead to maximized profitability from customer engagements.
    •While marketers believe their view of the customer is getting better all the time, most say that their ability to deliver on the marketing promises being made by the brand is really a hit or miss situation.
    •Many marketers are moving away from campaign metrics to define success and shifting toward revenue metrics to gauge performance—and with that in mind, they admit they are not yet fully realizing optimal revenue potential from their customers.
    The CMO Council will host a one-hour interactive webcast to share leading insights from experts and peers to address how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing.” We will discuss the findings of a current CMO Council study of senior marketing executives and her from industry experts and marketing leaders on where and how strategies are being developed that look to connect and aggregate key points of customer insight, as well as identify how those insights are working to create personalized experiences, enriched customer journeys and next best actions based on the customer.
  • As marketers grow in their commitment to customer experience and in their understanding of the critical role data plays in marketing’s success, personalization at scale and in context continues to challenge even the most skilled and seasoned marketers. Somewhere between the rapid evolution of digital marketing engagements and the rush to aggregate and collect data, the path from data to intelligence has been obscured and makes a state of personalized customer experience even harder to reach. In a day when the customer expects relevance regardless of channel, marketing must take a leap of faith, turning to new strategies and new opportunities to ask even more critical questions of our customer data. It is, in short, a new opportunity to make true personalization entirely possible.

    To explore the opportunity to take the next big pivot in customer experience strategy and address the new requirements of data, the CMO Council, in partnership with Microsoft, will explore the modern requirements of tapping into the power of personalization, gaining insight into where and how marketers can advance the voice of the customer in relevant and profitable experiences that transcend one-off campaigns. This webcast will pulse the marketing mindset to capture the best action plans of marketers looking to take the next step to personalization by leveraging the rich signals and contextual queues that customer intelligence has to offer.

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  • The CMO Council, in partnership with Ensighten, will delve into the best practices of leading marketing experts and executive peers who have taken bold steps toward enhancing the single view of the customer with this critical view of engagement—connecting customers, content and context into a more robust view. This one-hour interactive webcast will share new questions that marketers must ask of their tracking infrastructures to transition toward omni-channel analytics and identify how those insights reveal new truths about the customers we seek to embrace.

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