REQUIRED READING POST

Through in-depth research, reports and on demand webinars, CMO Council moves the marketer’s understanding to overcome any chasm between marketing and sales to better business growth opportunities.

From exclusive research reports to on-demand webinars, we bring you an understanding of the immense challenges faced by CMOs and how to manage increased budgetary pressures; eliminate media waste; gain the most from media investments; rejuvenate current marketing and sales models; define the digitalized customer journey; and optimize marketing ROI.

REPORTS TO READ

Getting Smart About Ad Waste: CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments. Optimizing media spend based on always-on attribution has proven to drive increased incremental sales and revenue in a new study conducted by InMarket, in cooperation with the CMO Council. The study, based on an analysis of 109 large ad campaigns, shows that advertising can achieve an 11x improvement in media effectiveness when leveraging real-time, in-flight optimization based on always-on attribution. This report highlights the challenges brands are facing in optimizing their online attribution and delves into the best-practices to leverage real-time tools to optimize media spend. DOWNLOAD

Sales and Marketing: Driving Revenue Through Collaboration: Most sales and marketing organizations haven’t been able to pivot fast enough to the new digital buyer. More than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey. This means they risk falling short of their revenue mandate. Sales and marketing will have to redefine their relationship to enable new customer-centric purchasing paths. This requires an entirely new way to collaborate across customer strategy and data, initiatives, technology, activities and metrics. This study, codeveloped with KPMG Customer Advisory, assesses how sales and marketing leaders are breaking the mold to better connect with customers and drive greater growth. DOWNLOAD

Optimizing Outcomes in Media Marketing: Much is riding on your media marketing and advertising strategy. Driving sales, mostly. Brand loyalty and customer experience, too. CMOs really need to get this right. The problem is that the media landscape, chock full of digital channels, has become wildly unpredictable. Today’s CMO must be incredibly agile to successfully navigate this environment. Unfortunately, most have a long way to go. Our study found that 2 in 3 marketing leaders are not very confident in their current media marketing and advertising strategy to effectively produce desired outcomes. They run into budget barriers, lack data science skills, and sometimes are mired in a corporate culture stuck in old ways of thinking about media marketing and advertising. The CMO Council and NCSolutions embarked on an extensive study to understand what’s the impact of media marketing and advertising today, where marketers can improve their capabilities, and what challenges need to be overcome. DOWNLOAD

Localize to Optimize Sales Channel Effectiveness: Localized marketing has become a critical area of strategic focus and competitive advantage for brands. Yet, just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level, in contrast to 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing. In this study, CMO Council reveals that 86 percent of national marketers surveyed intend to look for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices. Findings from the online survey of 300-plus members across all leading industry sectors, indicate traditional print and broadcast/cable media are losing ground to more targeted, personalized, interactive and measurable forms of local engagement across diverse audiences and communities are included. BECOME A MEMBER TO DOWNLOAD

WATCH ON-DEMAND

Webinar - Sales and Marketing's Monster Pivot: The emergence of the self-reliant buyer and digitalized customer journey has upended traditional paths to purchase. More than 70% of marketers aren’t very confident in their current sales and marketing model to sell effectively. It’s time for a monster pivot. Join us for an in-depth look at how marketing and sales leaders are changing the culture of their organizations to collaborate more effectively and win and retain digital buyers. WATCH

Webinar - How Covid Has Changed the Channels of Engagement: Covid has been the catalyst forcing engagement online, and according to our new consumer research, it has exposed brands’ digital channel shortcomings. Now 73% of frustrated consumers are considering spending their dollars elsewhere. Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, and what emerging channels to keep an eye on.  Join this webinar as the CMO Council and Precisely dig into the findings of a survey of more than 2,000 consumers, spanning five generations and six countries across three continents. Learn how consumers want to be engaged by brands, the rise of digital channels such as interactive and personalized video, and the influential role of traditional channels, to complete the marketing mix. WATCH

Webinar - How Revenue-Obsessed Teams are Working Smarter to Optimize Marketing ROI: Digital consumers expect real-time, meaningful engagement across their entire journey. Yet our research has shown that often, communication is a one-way street. And when it comes to meeting the needs of the modern consumer, 73% of marketers admit, they’re just not there yet. So how can marketers work smarter to optimize their marketing spend and create more pipeline than ever before? You'll find out in this webinar hosted by CMO Council featuring thought leaders from Conversica, Dun & Bradstreet and Pure Storage. WATCH

Webinar - Achieving True Sales and Marketing Alignment: 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. We spoke with 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. WATCH

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE