Reports and White Papers

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The CMO's Growth Driving Playbook

CMO Council and Deloitte

This report highlights the five key plays all CMOs need to undertake if they are to drive successful growth. Findings are based on deep-dive interviews with growth-driving CMOs that have truly ignited growth within their organizations, as well as a survey of close to 200 senior marketing leaders.

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Ingenuity in the Global eCommerce Community

CMO Council and eBay

The brief aggregates the best practices of leveraging eCommerce communities to execute smarter and more personalized customer acquisition strategies with key insights from brand leaders at Bosch, Brooks Sports, Casio, Electrolux, Fruit of the Loom/Spalding, LEGO, Lenovo, PERRIN PARIS, PUMA and Serta Simmons Bedding.

Available for CLOSE Members. Register or Sign-In to download.

Elevate What Consumers Appreciate

The CMO Council

This report reveals perspectives from 150 manufacturer and retailer marketers around what steps they are taking, and where they are missing the mark, when it comes to the aftermarket, including perspectives from 18 marketing executives from brands such as Ace Hardware, Whirlpool, Wally Sears, Electrolux, Microsoft, Kia Motors, and others.

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Product Ownership

The CMO Council and Live Technology

The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Research findings confirm that the aftermarket service and support that drive and solidify satisfaction, loyalty and advocacy. 

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The CMO Shift to Gaining Business Lift

CMO Council and Deloitte

The age of customer experience has heralded in a new sense of empowerment and influence amongst CMOs, now positioned as strategic members of the C-Suite. Research findings include top methods by which marketers can drive revenue and improve margin.

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Strategy 2017

CMO Council and IBM Marketing Cloud

Recent research reveals that marketers will not only be working to connect experiences and campaigns, but they will also be looking at everything from their relationships with data to content in order to create the connected experiences that customers are demanding.

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Context, Commerce + Customer

CMO Council and SAP Customer Experience

According to new research, more than a third of marketers (39 percent) believe their technology investments have met expectations in areas such as measurement and customer interaction. Research highlights best practices to exceed exceptations. 

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Predicting Routes to Revenue

The CMO Council

Identifying real-time decisions for business-driving engagement will require redefining data’s value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior.

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Mapping Monetization

CMO Council and Vindicia

Findings from a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization include best practices and strategies for identifying new opporunities and maximizing existing experiences. 

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Quantify How Well You Unify

The CMO Council

This report explores to what degree chief marketers are unifying and extracting value from multiplying customer data sources through the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disney ABC Television, See’s Candies and more.

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GROW FROM THE RIGHT INTRO

BPI Network and CMO Council

The report is based on a survey of 330 senior-level executives around the globe, and in-depth interviews with top executives in the realm of strategic partnerships that sheds new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.

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State of Marketing 2014

CMO Council

The "State of Marketing"—the most valued annual study by the CMO Council— provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments.

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Sales Execution Trends 2014

Qvidian

This report highlights the primary objectives and challenges of sales organizations, as well as areas for improvement to ensure success as sales leaders look into new ways to enable sales and empower their teams.
 

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Know More to Grow More. Applying Timely, Targeted and Tailored Insight to Improve the Pipeline

Research highlighted in the latest report from the CMO Council and CLOSE—entitled “Know More to Grow More”— reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.
Full report is available for purchase via CMO Council.

 

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Scenarios and Solutions: Mapping the Traps and Sales Effectiveness Gaps

No matter the product or service, marketing must drive demand-stimulating programs, and sales must maximize opportunities. This report contains executive perspectives from six in-depth brainstorming sessions around the world to probe the roots of these issues and create frameworks to resolve them.

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Closing the Gap: The Sales and Marketing Alignment Imperative

As more executives are being held accountable for sales optimization, alignment of sales and marketing is becoming a critical imperative versus a luxury of company culture. 

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CMOs and the Spark to Drive Growth

CMO Council and Deloitte

In this new 2018 survey of 191 marketing leaders, we find that CMOs are increasingly activating on growth-driving activities. Key findings include key challenges that threaten growth… Download »

Customer Experience Dynamics: Defining the Requirements for a Strong CX Ecosystem

According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Hybris and SellingPower magazine—customer experience (CX) lacks… Download »

The Critical Importance of Lead Validation in Internet Marketing

Straight North

This report shares some of the most important findings from Straight North's research with the hope that it will help readers design more efficient campaigns that are structured for rapid,… Download »

Activating the New American Mainstream: Defining, Reaching and Engaging the Multicultural Market

The CMO Council

This study addresses the necessity of reaching these critical customer segments that are quickly becoming the new mainstream consumers in America. According to a… Download »

Lead Flow That Helps You Grow

CMO Council

To address the growing need to optimize lead flow and track winning content marketing strategies to optimized demand-generation tactics, the CMO Council has partnered with global content… Download »

Business Traction From Smarter SMB Interaction: Advancing Enterprise Excellence in SMB Marketing

The small to medium-size business (SMB) market will be a much bigger priority for large enterprise marketers in 2014, finds the Chief Marketing Officer (CMO) Council in its latest… Download »

Sales Department Accountability

80% of Marketing Leads are not Followed Up by Sales! How to Turn the Tables and put Marketing back in the Driver’s Seat

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Optimizing Sales Effectiveness Through Value and Differentiation

To be relevant and successful sales organizations must evolve from a sales approach.

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Sales Effectiveness: The Power To Grow

Yet other companies, with very competitive products and equally capable salespeople, struggle to capture customers and sales. Why does this happen?

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Using Marketing to Improve Sales Effectiveness

This report reviews the key factors that optimize sales effectiveness by streamlining marketing processes and improving marketing'scontribution tosales efforts throughout the whole sales… Download »

Banco Itau Argentina

Optimizing customer cross-selling and acquisition strategies with predictive analytics.

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