CMO Council

Channel profile:

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.

Subscribers (7,633)
Customer Contextomy Bernard Chung- SAP; JP Kuehlwein- Frederic Fekkai; Gerald Youngblood- AMD; Liz Miller- CMO Council Contextomy happens when we quote something out of context in a way that distorts the intended meaning of the content. In the late 1990s, quotes were used out of context in movie posters; critics were quoted as saying “It’s terrific!” when they really said, “It’s a terrific waste of time!” Today “contextomy” has lost meaning.

In the data-laced marketing world, buzzwords like “big data” and “content marketing” reign supreme. It’s time to reexamine the concept. For marketers, contextomy happens most frequently when we seek to engage with the customer using incorrect or misplaced assumptions about customer behavior. To deliver truly personalized experiences with customers, marketers must deploy new, more intelligent customer engagements that take content and context into account. Context doesn’t come from loose data indicators; rather, it comes from understanding who each customer is, as well as customers’ past, present and likely future behavior. Context also comes from understanding customer channels, timing and environment. Marketers must remember to do this at scale.

Customers expect relevance and connection with the brands they choose. There is a new social contract between brands and buyers based on the use of customer data to enhance the user’s experience. This makes the experience more personal and delivers contextual value to the individual customer’s life—not the lives of people who are similar to them. This can have one of two outcomes: a terrific customer experience or a terrific waste of time. Not understanding the difference will have a direct and possibly negative impact on commerce and engagement.

To explore marketing’s mandate to better identify, understand and engage with today’s customers in a rich, contextual and real-time manner, the CMO Council, in partnership with SAP, will host a one-hour interactive webcast to join brand leaders to discuss and debate where and how context, content and the customer must converge in today’s commerce journey.
Read more >
Jun 23 2015
66 mins
Play
  • Live and recorded (44)
  • Upcoming (5)
  • Date
  • Rating
  • Views
  • Contextomy happens when we quote something out of context in a way that distorts the intended meaning of the content. In the late 1990s, quotes were used out of context in movie posters; critics were quoted as saying “It’s terrific!” when they really said, “It’s a terrific waste of time!” Today “contextomy” has lost meaning.

    In the data-laced marketing world, buzzwords like “big data” and “content marketing” reign supreme. It’s time to reexamine the concept. For marketers, contextomy happens most frequently when we seek to engage with the customer using incorrect or misplaced assumptions about customer behavior. To deliver truly personalized experiences with customers, marketers must deploy new, more intelligent customer engagements that take content and context into account. Context doesn’t come from loose data indicators; rather, it comes from understanding who each customer is, as well as customers’ past, present and likely future behavior. Context also comes from understanding customer channels, timing and environment. Marketers must remember to do this at scale.

    Customers expect relevance and connection with the brands they choose. There is a new social contract between brands and buyers based on the use of customer data to enhance the user’s experience. This makes the experience more personal and delivers contextual value to the individual customer’s life—not the lives of people who are similar to them. This can have one of two outcomes: a terrific customer experience or a terrific waste of time. Not understanding the difference will have a direct and possibly negative impact on commerce and engagement.

    To explore marketing’s mandate to better identify, understand and engage with today’s customers in a rich, contextual and real-time manner, the CMO Council, in partnership with SAP, will host a one-hour interactive webcast to join brand leaders to discuss and debate where and how context, content and the customer must converge in today’s commerce journey.
  • Whether currently engaging in online commerce or contemplating such a move in the future, successful CMOs are realizing that their customers want a personalized, frictionless purchasing experience. Consumers seek agile interactions, painless fulfillment, and a memorable experience. CMOs are increasingly embracing a new priority: Identifying new and recurring revenue opportunities and optimizing the consumer experience to maximize customer lifetime value. The good news is that the global digital consumer is ready to spend. According to analyst firm Ovum, global consumer spend on digital content will increase from $76 billion in 2013 to $145 billion in 2018, doubling in a short five-year span.

    Working in lockstep with CFOs, successful CMOs are implementing new strategies to price products and services, bill customers, offer seamless payment facilities, create new opportunities to retain customers, and grow recurring revenue streams – all while defining new business metrics to measure success in terms of customer lifetime value. They team with product management to identify new opportunities and even new products that meet their customers’ growing expectations for innovation, engagement and relevance.

    To address these new mandates for digital marketing, monetization, and frictionless commerce and experience, the CMO Council will be hosting an online webcast (06/18, 10am PST/1pm EST/5pm GMT) to discuss and debate the realities of transforming organizations, strategies and revenue models and develop winning strategies to successfully navigate the online revenue maze. Vindicia, a subscription billing and recurring revenue leader that is driving the pace of the digital economy, will share expert perspectives, along with key questions that marketers must consider when building new digital revenue models.

    Speakers:
    Gene Hoffman, CEO/Chairman-Vindicia
    Miriam Volle, Business Marketing Communications Leader-Kaiser Permanente
    Vidya Vishal, Enterprise Growth Leader-Equifax
  • It is easy for marketing executives to feel we have been pushed into a defensive position, being asked (nay, mandated) to prove return on every marketing dollar spent. Yet in today’s age of big data, automation, social and digital, the potential we see in new strategies and tools is often laced with more hype than reality. This letdown has only heightened this defensive posture and led to the need for new forward-moving strategies that track to real action and revenue, not just the potential for return.

    According to a CMO Council study titled “Mastering Adaptive Customer Engagements,” only 10 percent of senior marketing leaders are highly confident in their ability to leverage data to create exceptional experiences for their customers. A lack of data is also not to blame for this skepticism, according to 48 percent of respondents.

    It is time for a shift from a defensive posture to one that is decidedly proactive, targeted and intelligence- and offense-driven. It is time for a shift in how marketing thinks about data and how we leverage data for customer revenue optimization. Leading CMOs are moving far beyond the single-view metrics of campaign performance as justification of marketing ROI, turning away from “rearview mirror” metrics and instead looking for those actionable data insights that directly impact the business. This shift in thinking has been intentional and directed to aligning data and intelligence strategies with business performance goals and real revenue accountability to the organization.

    This conversation is, at its core, about shifting the data mindset from asking “why” into a process of tapping into relevant streams of intelligence to start asking “how,” with the express purpose of accelerating revenue growth. To help make this shift, the CMO Council is hosting a series of engagements in partnership with Quantifind—both live and virtual—to start this dialogue.
  • The desire to have an accurate and complete view of an individual customer is not new for marketers. Ever since marketers were first able to access data about a customer, there has been the desire to understand what makes a customer buy. In a recent CMO Council study, only 20 percent of marketers said they had a comprehensive view of customer touchpoints and engagements, and only 7 percent felt they had a single version of customer truth.

    So why is it—when marketing admits that the ability to deliver data-led, personalized, customer-centric experiences across channels, in-real-time and at scale is critical to their business—that we are still struggling to obtain this 360-degree view of our customers? According to 30 percent of marketers, it is because the data that could create this unified view is trapped in silos across the organization.

    While the industry talks about CMOs needing to transform into everything from customer officers and marketing technology officers to revenue officers and beyond, one functional requirement stands at the center of marketing’s ability to truly accelerate in this customer-focused, digital age: silo busting. As the chief silo buster, marketing leadership finds itself needing to work with cross-functional teams, in partnership with IT, to aggregate and manage customer data to create a single vision of the customer that can not only integrate from across the organization, but also be shared with all parts of the company.

    The CMO Council, in partnership with Trillium, will host an interactive, one-hour webcast to discuss the key challenges and concerns marketers are facing when it comes to silo busting. Through conversations with brand experts, we will explore how marketing can accelerate their strategies through more effective and efficient engagements, campaigns and operations while also learning more about their customers and building customer loyalty.
  • The lure of data-led tactics for web re-targeting and advanced customer experience applications is intoxicating for marketers, particularly when customers demand relevance and reward personalization with increased frequency and volume of purchase. But while this age of data-led marketing has opened up a world of possibility for engagement, personalization and real-time, one-to-one experiences, it has also prompted customers to grab indelible paint to draw the “creepy line”—that point at which knowing the customer turns from creating a relevant experience to exhibiting stalker-like behavior. The magic for marketers is not just understanding their customers, but understanding where that line in experience has been drawn…and knowing that while there are universal truths to engagement, the repercussions of crossing the creepy line can be detrimental to a customer’s desire to engage with a brand.

    To address where and how marketers must engage and interact in a customer-defined scope of individualization and personalization, the CMO Council, in partnership with Teradata, will host a one-hour webcast to kick off the discussion around just how close we can and should get to the creepy line. Joining the conversation will be brand leaders who have made strides in driving relevant experiences that add value to the customer’s journey, in addition to customer intelligence experts to share key trends, mandates and best practices in moving beyond mass personalization to achieve true individualization.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • 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?
  • 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.

Embed in website or blog