Program Details

What's Critical in the Vertical

Top issues, challenges and strategic priorities influencing marketing decision making, areas of spend, organizational renovation, and performance measurement.

Sponsors and Partners:

Overview

"What's Critical in the Vertical," addresses the top issues, challenges and strategic priorities influencing marketing decision making, areas of spend, organizational renovation, and performance measurement. The Council is keen to further explore more deeply the forces, factors, shifts and trends impacting marketers by industry, particularly as it relates to strategic marketing challenges and industry issues.

Key verticals to be targeted include insurance, commercial banking, utilities, and communication service providers. All these entities will be brought together to focus in on "What's Critical in the Vertical" and to take intensive look at industry-specific customer engagement opportunities, market velocity, messaging relevance and customer experience.”

Research: Survey & Reports

What's Critical in the Vertical: Retail Banking In Australia

Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper, sponsored by InfoPrint Solutions Company in partnership with Computershare Communications Services, reveals that while bank customers seek new, digitally-driven engagement options, they are also dema More

What's Critical in the Vertical: Utilities

Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility m ... More

What's Critical in the Vertical: Global Banking

The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-leve ... More

Whats Critical in the Telecommunications Vertical

This installment of the CMO Council's "What's Critical in the Vertical" series, in partnership with Ricoh, provides key insights into the factors driving loyalty and defection in the telecommunications industry based on data gathered from 1,660-plus ... More

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