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From Fear to Friction: What Is Destroying the Best Made Marketing Plans?

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
Recorded Oct 18 2016 72 mins
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Presented by
Liz Miller - CMO Council, Carly Dahlen - JustFab, Robbie Baxter - Peninsula Strategies
Presentation preview: From Fear to Friction: What Is Destroying the Best Made Marketing Plans?

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  • Tuning in to Context: Achieving Quality, Consistency and Transparency in Digital Recorded: Jul 10 2018 52 mins
    Mary Anne Hensley, CMO Council ; Mike Olson, Fox Rent-a-Car
    For obvious reasons, video represents an unprecedented level of opportunity for companies looking to amplify their digital engagement efforts. However, many companies still lack a formalized strategy for implementing video, and worse, the metrics currently being used to gauge the success of video are questionable, at best. Many organizations are still applying the same metrics for online video that they use for TV advertising, and with Facebook and Google both admitting to flawed, incomplete and often incorrect reporting structures for video campaign outcomes, it is becoming more important than ever for marketers to establish reliable strategies and metrics for video performance.

    With the level of opportunity that video presents, how can marketers ensure that they are getting the biggest bang for their video investments? What metrics truly matter when it comes to understanding video campaign success, and how can marketers achieve the contextual consistency they need to really understand how their videos are performing?

    To address these issues, the CMO Council will be hosting a webinar to explore the greatest barriers to success when it comes to implementing video campaigns that deliver the intended results, in addition to the metrics needed to gain full transparency into video performance to understand who is viewing videos—as well as when and where they are being viewed—and determine their impact on the bottom line.

    The webinar will be on July 10 at 10am PST/1pm EST, and presented by Mary Anne Hensley, Director of Content and Marketing Programs here at the CMO Council; Ben Segal with Vuble, and Mike Olson with Fox Rent-a-Car.
  • Doing More With Data Recorded: Jun 7 2018 74 mins
    Liz Miller, CMO Council
    Please join us for the CMO Council’s upcoming live webcast, in partnership with IBM, “Doing More With Data.” Join us on June 7, 2018 at 10am PT / 1pm ET as we explore how the shift toward the customer has necessitated innovation across data, analytics and holistic operations.

    Among the key issues to be discussed are:

    -How marketing, commerce and operations executives are centralizing and putting today’s deluge of data to work, as well as finding new ways to extract value from multiplying sources of insight (IoT, MarTech apps, third-party APIs) and unstructured content (both inside and outside the enterprise)
    -Issues of data availability, accessibility, quality, timeliness, dependency, disorder, drag, delay and dysfunction
    -Competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support
    -How to help functional business leaders review, value and prioritize data assets; provide them a self-assessment tool to identify most relevant sources of data, and determine what types, sources, formats, and interfaces would boost marketing and business performance
    -Gaps and deficiencies in the data value chain as it results to customer journey, path to purchase, lifetime value, and end-to-end experience.
  • How Microsoft Transforms Social Noise Into Meaningful Experiences Recorded: May 23 2018 61 mins
    Liz Miller - CMO Council, Katrina Munsell - Microsoft
    Each year, Microsoft and its technologies and products are mentioned over 115 million times in the social ecosphere. How does a company like Microsoft leverage social media as a mechanism to build relationships with audiences including prospects, customers and fans? The Microsoft Customer Experience Center (CXC) manages social engagement programs for over 30 of Microsoft’s core brands and audiences across 110+ social channels, with the overall purpose of building rich customer experiences through quality audience engagements. 
  • Get To Know A CMO Recorded: May 22 2018 58 mins
    Frank Grillo, CMO, Harte Hanks ; Liz Miller, SVP Marketing, CMO Council
    Imagine, for a moment, walking into a store where you have only made a purchase one time before. The salesperson runs up to you and greets you by name, and before you can get a word in edge-wise, he offers you five other products that are almost identical to the one you purchased before. Then, without warning, he invites you to talk with five other customers who not only look eerily similar to you, but are also all wearing the same item you purchased. Then, as you begin to hasten your exit—because at this point, you are fairly certain that the salesperson is a stalker—he begins to shout down the corridor after you, begging you to come back and offering you coupons and discounts as your brisk walk turns into an all-out sprint away from the insanity.

    It is so easy to imagine this scenario in real life, but it is far more difficult to admit that this is the very experience that many of us have inadvertently created for our customers across the omnichannel landscape. So it begs the question: When did we forget how to build real relationships with real, live human beings?

    In this latest installment of the CMO Council’s thought leadership series, “Get to Know a CMO,” Liz Miller will have a one-on-one session with Frank Grillo, Chief Marketing Officer at Harte Hanks, seasoned veteran of the advertising, marketing and telecommunications industries, and a passionate advocate for bringing the human back to marketing.

    Join the CMO Council as we hear Frank’s position on what customer centricity truly is (and what it isn’t), how marketing can be made human again, and where we lost our relationship skills somewhere along the way. Liz will also be asking Frank about his own path to becoming a CMO, which has seen stops along the way as the COO of telecommunications companies and a long track record of serving as the chief growth engine and customer experience orchestrator for large, dynamic organizations.
  • From Commodity to Context Recorded: May 16 2018 65 mins
    Liz Miller, CMO Council ; Ryan Phelan, Adestra ; Lauren Vaccarello, Box ; Mike Olson, Fox Rent-A-Car
    In the ongoing dialogue around touchpoints, experience, engagement, data and the ever-growing martech stack, why is it easier to talk about replacing email platforms than it is to talk about what is going wrong with our email strategies? In our quest for personalization, when did email become a commodity of communication and not a strategic engagement? Is it too late to shift the strategic mindset from blasting to engaging?

    The CMO Council, in partnership with Adestra—the official engagement platform of the peer-powered network and one of the most trusted names in email and technology—will host an interactive executive roundtable to debate and discuss where and how data-rich engagements, including email, have shifted and transformed strategies.

    From customer experience to relationship management, email has long been the cornerstone of ongoing customer campaigns, but rather than being seen as a channel of influence, loyalty-building and customer engagement, it is traded as a commodity—the cheapest option in the direct marketing toolkit.

    Among the topics to be discussed by the executive panel are:
    • Redefining email engagements for the C-suite: Where and how should the discussion shift?
    • Calculating the cost of irrelevance: What is the real risk facing brands that continue to “spray and pray” in today’s era of rapid customer defection?
    • How the best-of-the-best brands connect the customer, content and context
    • Are we ready for what’s next? From engagement in the age of GDPR to building trust in the era of Cambridge Analytica, how do we prove that we know our customers and simultaneously earn customer trust through our digital engagements?
  • How Microsoft Made the Shift to Become a Customer-Centric Enterprise Recorded: May 2 2018 64 mins
    Liz Miller - CMO Council, Jeff Marcoux
    Imagine, for a moment, taking on transformation at the size of Microsoft. As a global, multinational, billion-dollar organization, scale alone could be daunting…after all, you are asking more than 124,000 employees to change along with you. But transformation is exactly what Microsoft achieved, up-ending corporate structure, breaking down product-centric silos and fostering a culture of market-centric and customer-centric innovation to advance the organization. The second webcast in our series will focus in on how this massive transformation impacted, shaped and empowered marketing leaders in the organization to engage with the customer in completely new and different ways.
  • The State of Engagement: Bridging the Customer Journey Across Every Last Mile Recorded: May 1 2018 60 mins
    Liz Miller, SVP of Marketing, CMO Council and John Nash, Chief Marketing and Strategy Officer, RedPoint Global
    The Chief Marketing Officer (CMO Council) and RedPoint Global are partnering to host a one-hour webinar on May 1, 2018, at 10am PST/1pm EST to discuss our latest report—titled “The State of Engagement: Bridging the Customer Journey Across Every Mile”—which reveals how brands are using connected, contextual and personalized engagements to reach customers through the last mile of their journey with a brand.

    Join Liz Miller, SVP of Marketing here at the CMO Council, and John Nash, Chief Marketing and Strategy Officer for RedPoint Global, as they unveil the findings from a quantitative survey of more than 150 marketers, in addition to insights from interviews with marketing leaders at Coca-Cola, AllRecipes.com, Aston Martin and more.

    Miller and Nash will explore the issues and challenges that organizations continue to struggle as they look to deliver consistent, reliable, data-driven and personalized engagements across an ever-expanding list of touchpoints. They will also share the strategies that leading companies are using to turn intentions into measurable action. The webcast will also take a closer look at the brands that are successfully differentiating themselves through better engagements by delivering the experiences that consumers want.
  • Gaining Traction With Every Digital Interaction Recorded: Apr 18 2018 64 mins
    Liz Miller, CMO Council ; Matthew Harris, Sendwithus ; Diana Baldwin, SunTrust
    We are thrilled to announce the CMO Council’s upcoming live webcast, in partnership in Sendwithus, “Gaining Traction With Every Digital Interaction.” Join us on April 18, 2018, at 10am PST/1pm EST as we explore the key issues, needs and challenges around advancing and optimizing revenue opportunities through digital engagements.

    Among the issues to be discussed are:

    ●The operational requirements between marketing and product teams that are needed to empower collaboration and maximize transactional communication impact

    ●Missed opportunities for marketers to maximize relationships through connected content strategies across critical touchpoint

    ●Strategies for advanced segmentation and precision personalization across each communication

    ●Unification across diverse organizational ecosystems to align brand experiences and calls to action

    ●Leveraging valued and opt-in communications in an age of heightened restrictions and regulations around privacy and customer data
  • Achieving True Sales and Marketing Alignment  Recorded: Feb 27 2018 61 mins
    Liz Miller - CMO Council, Justin Shriber, LinkedIn
    Sales and marketing leaders alike chase efficiency through automation and tool integration to scale their functions. However, too often they’re operating in siloes, inadvertently bombarding prospects and customers with disconnected, non-contextual outreach from all sides.

    It’s bad customer experience. And in a time when businesses are trying to focus on building lasting customer relationships and a recurring revenue model, automating a bad experience creates alienation at a massive scale.


    Join Justin Shriber, VP of Marketing at LinkedIn, to learn what makes a good customer experience and the imperative new approach required to help sales and marketing overcome this fundamental gap to align towards an orchestrated approach to tap into the massive source of economic growth and opportunity that is the B2B market today.
  • Your Customers, Your Brand: Transforming Brands with Customer-Centric Marketing Recorded: Dec 6 2017 64 mins
    Cindy Vandecasteele, NGDATA ; Jeroen Bronselaer, Telenet ; Liz Miller, CMO Council
    A CMO’s success often hinges on the success of the brand to drive business and grow revenue. Because of this, the CMO is in a unique position to optimize growth by meeting the demands of their customers while driving and advancing digital transformation. But transformation for technology’s sake will not advance the business. To be successful in today’s highly competitive market, the customer needs be front and center – the CMO must lead a truly customer-centric revolution.

    Customer centricity is about building relationships, conversations and service around the needs, preferences and actions of individual customers on an ongoing basis. By putting customers first and meeting their expectations across all channels, you can deliver exceptional experiences that drive retention and build loyalty. The key is to deliver a consistent, seamless experience across all touchpoints, and ensure that all interactions are relevant to each and every customer.

    To accomplish true customer-centric marketing, you must understand each customer at the individual-level, down to their individual Customer DNA, and be able to rapidly take action on those insights.

    Join the CMO Council as we welcome experience and data expert, Cindy Vandecasteele, NGDATA’s VP of Product Strategy, and Jeroen Bronselaer, Senior Vice President Residential Marketing at Telenet, as they share their own experiences in transforming a brand with customer-centric marketing.

    Key takeaways will include:

    •How customer-centric marketing impacts the whole organization
    •Why customer-centric marketing matters in today’s omni-channel, always-connected world
    •The challenges and benefits of customer-centric marketing, and how you can put it into action
    •Mapping the individual Customer DNA and turning that knowledge into profitable action
  • Centralizing Intelligence to Power Individualized Experiences Recorded: Nov 16 2017 63 mins
    Mary Anne Hensley, CMO Council; John Timmerman, Teradata; Peter Francis, T-Mobile
    True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels.

    For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel.

    During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization.

    Among the topics to be discussed:

    • Challenges to achieving a full, cohesive view of all customer interactions
    • How to balance multiple customer interaction strategies amid the focus on clicks and conversions
    • Industry best practices and results from marketers who are coordinating their
    marketing in a hub and how it has elevated their marketing
  • Powering the Shift to Agile Recorded: Oct 12 2017 58 mins
    Liz Miller - CMO Council, Dario Debarbieri - IBM Watson
    Today’s marketing machine must be aligned to the agile flow of today’s fickle customer, able to adjust and adapt in real-time, thinking and often predicting behaviors in context to allow an organization to swiftly advance, iterate and optimize across functional boundaries.

    The CMO Council, in partnership with IBM Watson, will share new thinking and best practices for making this new marketing operation a reality in a one-hour interactive webcast featuring subject-matter experts and brand leaders currently making the bold shift to meet the customer where they stand. Joining the session will be Dario Debarbieri, CMO of IBM Watson North America and longtime CMO Council Advisory Board member, who will discuss the latest trends, from the API economy to the real opportunity of cognitive computing being applied to the marketing engagement engine.
  • Activating and Shaping the Customer Journey Recorded: Oct 4 2017 55 mins
    Vicky Currie, N Brown Group; Tony Brown, Teradata Customer Journey Solution; and Mary Anne Hensley, CMO Council
    It is easy to commit to delivering to exceptional customer experiences, but executing on the same can often be the hardest step. Join CMO Council, Teradata and N Brown Group (JD Williams) in part 2 of our webinar series to hear how organizations can enhance the customer experience and influence their buyers’ next steps to align with organizations’ desired goals and objectives.

    During this one-hour webinar, Vicky Currie, Head of Segmentation and Selections in the Customer Insight Group for N Brown Group (JD Williams), will share insights around how the company transitioned from just collecting customer data to influencing customer decisions with predictive insight. Specifically, Currie will share how N Brown Group moved from mapping the customer journey to actually understanding where customers are in the buying process, and then intervening with the right offer, at the right time and through the right channel, to lead customers to a purchase. Hear Currie explain how the ability to combine insights with action has helped the company meet business objectives, drive revenue and, above all, improve the customer experience.

    Joining the CMO Council and Vicky Currie will be Tony Brown, Vice President of Product Management and Business Development, Teradata Customer Journey Solution. Tony will share insights on the critical steps marketers must take to better inform and shape the buyer journey.

    Among the topics to be discussed:

    • How data and analytic insights can help identify a customer’s stage in the buying journey
    • Why integrating online and offline data is critical for a holistic view of the customer
    • Real-life business benefits of optimizing customers’ journeys
  • From Mapping to Influencing Recorded: Sep 12 2017 63 mins
    Liz Miller, CMO Council; Kathy Koontz, Teradata; Marcos Arias, AT&T
    When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action.

    Join Liz Miller, Senior Vice President of Marketing for the CMO Council, and Kathy Koontz, Director–Customer Journey for Teradata, as they discuss the steps that marketers can take to better inform and influence the customer journey.

    A few key topics of discussion will include:

    • The importance of integrating online and offline data to get a better understanding of where the customer is in the journey
    • Understanding which insights marketers can use to influence the customer’s next steps
    • How to interact with customers at the right time and with the right message to influence and shape the customer journey
  • Is Email The Junk Mail of Tomorrow? Not if We Can Help It! Recorded: Aug 23 2017 61 mins
    Liz Miller - CMO Council, Julie Gibbs - Gigamon, Tommy Lamb - Teleflora
    At the dawn of the digital age, email heralded a bold turn away from junk mail and battling the paper bulge of the overworked mailbox. But in today’s crowded engagement landscape, email has started to feel more like a cheap imitation of its scan-and-junk bulk snail mail predecessor.

    According to the technology research group, Radicati, 205 billion emails are sent each day. Not even social can compete with the power of email, according to a Forrester report that indicates that people are twice as likely to sign up to receive a brand’s emails as they are to interact on Facebook. But, as email open rates are increasing year over year according to Epsilon, rising from 31 percent to 34.1 percent, email CLICK rates are in decline, dropping from 3.5 percent to 3.1 percent in Q3 of 2016.

    Nonetheless, email continues to deliver. According to the Direct Marketing Association, in 2016, email had a median ROI of 122 percent, nearly four times higher than other marketing tactics including social, direct mail and search. And, according to a recent CMO Council study, 52 percent of consumers surveyed say email is a critical part of the customer experience, second only to access to a corporate website.

    The spray and pray messaging approach of old is no longer applicable to emails. Where personalization reigns, what are the new rules of email marketing engagement and how have CMOs adjusted strategies to optimize emails as part of a holistic customer experience?

    Join the CMO Council as we assemble a panel of marketing leaders who have all evolved email strategy to advance the customer experience and pull this powerful point of connection out of the junk mail pit.
  • Cognitive Computing and the Marketing Machine Recorded: Aug 22 2017 46 mins
    Liz Miller - CMO Council, Brady Fox - IBM
    In a study conducted by the CMO Council in partnership with IBM, 42 percent of marketers surveyed indicated that their top digital experience goal in the coming year was to better connect the multitude of campaigns being executed across the organization into a comprehensive, connected customer experience that could drive engagement throughout the engagement lifecycle. The challenge is how they will get there when 56 percent of marketers admit that data for their organizations is in more of a state of collection than action, or data is only being used to measure past activities. How will marketers—who are struggling to turn data to insight and insight into action—be able to reach their goal of a connected, robust digital experience? That is, how will marketing achieve this goal along with all of the other engagement, experience and operational goals that they must reach? How can data stop being a challenge and start being the fuel for innovation and engagement?

    Enter the new era of analytics and operations that look to “machines” to deliver smarter decisions and outcomes through amplified analytics and improved experiences. You have likely heard buzz around machine learning, artificial intelligence or cognitive computing. Perhaps you have thought that these terms are more buzz than reality—don’t they all just mean the same thing? If you are like the 24 percent of senior marketing leaders that the CMO Council surveyed, you are not 100-percent sure what cognitive computing is or what value it could bring to the organization.

    To help answer some of these questions and to bring some much-needed definition to this evolving and exciting conversation, the CMO Council will be speaking with Brady Fox, who leads strategy and execution for North American Sales with IBM’s Watson Marketing and Predictive Analytics group.
  • Get to Know a CMO: A Conversation With IBM’s Maria Winans Recorded: Jun 28 2017 56 mins
    Liz Miller, SVP of Marketing, CMO Council, Maria Winans, CMO, IBM Watson Customer Engagement
    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 Recorded: Jun 15 2017 66 mins
    Olivier Binse, Advisory Partner, Deloitte Digital ; Jamie Anderson, CMO, SAP Hybris ; Liz Miller, SVP Marketing, CMO Council
    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 Recorded: Mar 28 2017 31 mins
    John Nash, RedPoint; Mary Anne Hensley,CMO Council
    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 Recorded: Feb 23 2017 61 mins
    Liz Miller - CMO Council, Alan Gellman - Esurance, David Berkowitz - Sysomos
    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.
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 15,000 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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  • Title: From Fear to Friction: What Is Destroying the Best Made Marketing Plans?
  • Live at: Oct 18 2016 5:00 pm
  • Presented by: Liz Miller - CMO Council, Carly Dahlen - JustFab, Robbie Baxter - Peninsula Strategies
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