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THE CMO COUNCIL The Peer-Powered Network Tap Into Marke-ng’s Only Global Network of Insight, Access & Influence January 2016
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THECMOCOUNCILThePeer-PoweredNetwork
TapIntoMarke-ng’sOnlyGlobalNetworkofInsight,Access&Influence
January2016
MARKETING’SGLOBALNETWORK
8,006globalmembers
January2015
December2015
10,242globalmembers
6,039globalmembers
January2014
• 10,000+globalmembers• Contentdistribu;ondatabaseofover
67,000+marke;ngandindustrycontacts
• 110countriesrepresented• Memberscontrolover$450billionin
annualmarke;ngspend
GlobalMembershipGrowth
1,200+globalmembers
January2006
MEMBERSHIPBYREVENUE
• CMOCouncilmembershailfromallsizesoforganiza;onsfromsmallfastgrowthenterprisestoleadingglobalenterprises
• 40%ofCMOCouncilmembershiphailfromorganiza;onwithcorporaterevenueinexcessof$1billionUSD
18%
$1-5B
14%$5-10B
8%$10+B
15%$0-50M
$50-100M10%
18%$100-500M
$500M-1B17%
MEMBERSHIPBYTITLE
• 80%ofCMOCouncilMembersholdCMO,SVPorHeadofMarke;ngTitles
• AllCMOCouncilmembersareseniormarke;ngdecisionmakersforthebusiness,brand,productorlineofbusiness
CMO
10%
35%
15%
30%
10%
SVP/EVP
HeadofMarke;ng
VP
Sr.Director/Director
MEMBERSHIPBYINDUSTRY
8%
4%
3%
19%
11%
9%9%
9%9%
8%
7%
4%
TechnologyFinancialServicesCPGRetailTravel/HospitalityPublishing/MediaAutomo;veEntertainmentProfessionalServicesOil/Gas/EnergyTransporta;onOther
NorthAmerica
La;nAmerica
Africa
5,355
269643
1,368
Europe
MiddleEast
India
596490 Asia-Pacific
1,521
MEMBERSHIPBYREGION
INTERNATIONALOPERATIONALSCOPE
• Sevenregionaladvisoryboardsinvolving500+marketers• (NorthAmerica,Europe,MiddleEast,
Africa,India,Asia,La;n-America)• Academicliaisonboardwith50
interna;onaluniversi;es
• Interna;onalspeakersbureau• Globaltalentsourcingcenter• Contentsyndica;onnetworkof2,200
channels• Affilia;onsandpartnershipswithmedia
andassocia;ons
OPPORTUNITIESTONETWORK&ENGAGE
• 74DinnerDialogueeventsaroundtheglobehos;ng1,300+execu;vesin2015
• 20+webcastswith42,000+viewsthroughtheyear
• CMOSummitNapaadrac;ng110+seniorleadersacrossB2BandB2Cpowerbrands
• 17reports&whitepapersin2015• 12,000+downloadsofcontentfrom
CMOCouncil.orgin2015
DIGITAL&MEDIABUZZ• 3,500+mediamen;onsfrom
June1–December1,2015• 210+uniquear;cles
• Forbes,WallStreetJournal,AdAge,MediaPost,CMO.com,AdNews(AU),Entrepreneur,ClickZ,CIOMagazine
• 30,000+monthlysitevisits,with15,000+newuserseachmonth
• 11,000+followerson@CMO_CouncilTwider• 2,600+membersinprivateCMOCouncil
LinkedIngroup• Newconnec;onsin2016includeregional
LinkedIngroups,WhatsAppconnec;onsandprivatementorshipconnec;onsonCMOCouncil.org
AUTHORITYLEADERSHIP&KNOWLEDGETRANSFER
• MonthlyMarke;ngMagnifiedeJournal• PeerSphere:TheQuarterlyCMO
CouncilJournal• Bi-Weeklynewsflashes:• RequiredReading:Highlights
importantnews,eventsandthird-partycontentthatshouldbeoneverymarketer’sradar
• CMOConnec;ons:Keyindustryandpartnerevents,includingCMOCouncilgatheringsandwebcasts
2016AREASOFFOCUS• Compe;;veIntelligence• AdvancedAnaly;cs&Predic;veIntelligence• ConsumerBehaviorsandCustomer
ExperienceExpecta;ons• Brand&Reputa;onProtec;on• MarTechInnova;on• Marke;ngCloudImpact&Trends• CrossC-SuiteAlignment:CFO,COOandCHRO
Partnership• Marke;ngTalentTraining&Skilling• Content,Crea;vityandCustomer
Engagement• Mobile,SocialandAllThingsDigital
CRAFTINGANINTELLIGENTMARKETENGAGEMENT™• TheCMOCouncildevelopsmul;-level,mul;-channelauthorityleadershipengagementstoinfluence
decisionmakingandbuyingbehavior
Authority
Leade
rship
Pla]
orm
ExternalResearch
Partner’sInsights
PreviousResearch
Qualita;veResearch
Quan;ta;veResearch
ContentCura;on
IndustryShapingReportwithBylineCommentaryfrom
Sponsors&partners
Social
PR
Events
Leads
MarketInfluence
ValidatedThought
Leadership
Influen;alIntroduc;on
s
GETTINGINVOLVED
• GaininsightintoCMOissues,priori;es&inten;ons• Buildauthorityleadershipandadvocacyagendas• Sourcestrategicvalue-sellingcontentandenablehigh-levelconversa;ons
• Empowerandequipsalesorganiza;onstoengageattheCMOlevel
• InfluenceCMOspendalloca;on&purchasedecisions• Developqualifiedleadsandfurtherone-to-onerela;onships
CMOCOUNCILPROGRAMSENABLEPARTNERSTOINFLUENCEDECISIONMAKERS
THOUGHTLEADERSHIPWHITEPAPER • Introducespecificplaqormsorareasofthought
leadershipintendedtosparkaconversa;on• Lengthbetween10–15pages• Mayinvolveselectinterviewswithleading
marketers,subjectmaderexpertsorpreviouslycollectedCMOCouncilresearchdata
• Sponsorshaveopportunitytoincludebrandedby-linedcommentary
• Sponsorshipincludesallplaqormdevelopment,contentdevelopment,paperproduc;onandpromo;on/distribu;onthroughCMOCouncilchannels
• Sponsorscanu;lizethedevelopedcontentintheirexternalsalesandmarke;ngcollateral(withadribu;ontoCMOCouncil)
• PaperspromotedthruCMOCouncilonline,socialandmobilechannels
EVENTS:WEBCASTS
• AllcontentstreamedthroughTheCMOCouncilwebinarchannel,poweredbyBrightTalk
• WebinarwillfocusonanAuthorityLeadershipcontentplaqorm,developedinpartnershipwithsponsorsandpartners
• CMOCouncilmanagesallaspectsoflogis;cs,includingspeakerrecruitment,contentmanagement,audiencedevelopmentandmodera;on
• Pastwebinarshaveincludedexecu;veleadersfromHP,Google,Levi’s,Motorola,WellsFargo,AT&Tandmanyotherleadingbrands
• Typicallyadractbetween100–300registrants
EVENTS:DINNERDIALOGUE• Execu;veroundtableswith15–20leadingsenior
marke;ngexecu;ves• Discussionrevolvesaroundakeyissueor
challengefacingmarke;ngtoday• Eachdinnerwillfeatureanexpertspeakerfrom
thesponsoringorganiza;on• Highlyinterac;ve,in;mateengagementswith
relevantseniormarke;ngdecisionmakersina“No-Selling”environment
• Sponsorshipincludesallcontentdevelopment,audiencedevelopment,logis;csandvenuemanagement,eventfacilita;onandhos;ngcosts*
• Eventscanbehostedglobally,butmayrequireaddi;onalbudgetfortravel,expensesorvenue.
EVENTS:CMOSUMMIT
• ReturnoftheoriginalCMOSUMMIT,producedandhostedexclusivelybytheCMOCouncil.
• Eliteretreatformarke;ngleadersincludingpeer-poweredkeynoteaddresses,bestprac;cepanelsessionsandaninterac;veworkshopdesignedtoleverageauthorityleadershipknowledgeexchangetosolvecri;calmarke;ngchallenges
• Fulldaysessionswithnetworking,thoughtleadershipandpeer-to-peerengagements
• Industryexpertsandthoughtleadershiptopresentands;mulatediscussionwith100–150execu;ves
• 2015eventhostedinNapa,Californiawith110+seniormarke;ngleadersinadendance
AUTHORITYLEADERSHIPVIDEOSERIES
• TheCMOCouncilchannelonYouTube,adractsmarketerslookingforpeer-poweredcontent
• VideocontentisalsopostedonCMOCouncilwebchannels,andcanbepostedonsponsorwebsitesandchannels
• Videosfocusonasingleareaofthoughtleadershipdevelopingcustomvideointerviewsandprofilesofglobalmarke;ngleaders
• Sponsorshipincludesvideoproduc;on,contentdevelopmentandvideopromo;onthroughCMOCouncildistribu;onchannels
MEDIA&ADVERTISING:PEERSPHERE
• Peer-inspired,peer-driven,andpeer-influencedbyglobalmarke;ngleadersaroundtheglobe
• ProducedasdigitalmagazineavailableforiPadandtabletviewing
• Showcasesinsights,bestprac;ces,andcommentaryfromCMOCouncilmembers,experts,andacademics
• PeerSphereisdistributedtotheCMOCouncil's7,000globalseniormarke;ngmembersasacomplimentaryservice
• Paidaccess($19.99perquarter)throughbothprintanddigitalplaqorms
MEDIA&ADVERTISING:MARKETINGMAGNIFIED
• MonthlynewslederfortheCMOCouncil• Featurescontributedthoughtleadershipcontent,
in-depthinterviewsandQ&A’swithglobalbrandleaders,andupdatesandnewsabouttheCMOCouncilandaffiliatedpartners
• Availableforviewingatwww.marke;ngmagnified.com
• DistributedtoallglobalCMOCouncilmembersalongwithanopt-insubscrip;onbaseofover25,000marke;ngexecu;ves
• Sponsorshipincludesoneleaderboardbanner,onepremiumsponsoredcontentposi;on,andoneskyscraperbanner
CUSTOMIMECAMPAIGN
• Developmentofacomprehensiveauthorityleadershipplaqorm
• Peer-poweredresearchwithquan;ta;vesurveyandqualita;veinterviews
• Contentgenera;onstar;ngwithcomprehensivereportauthoredbytheCMOCouncil
• Go-To-Marketlaunchmayincludewebcast,dinnerdialogs,videoseries,infographic,salestrainingandenablementmaterialsandspeakingengagements
• Mediarela;onscampaigntocapitalizeonearnedmediaplacements
• SocialmediacampaignviaCMOCouncilsocialchannels
CONTENTPERFORMANCEAUDIT• TheCMOCouncil'saudi;ngprocesslookstoraise
thecaliberofcontentproducedinorganiza;ons• Catalogstheimpactandinfluencethiscontent
mighthaveonbrandawareness,percep;on,dealconten;onandbuyer/specifierconsidera;on
• Eachauditprovidesanin–depth,integratedviewandassessmentofcontentmarke;ngini;a;ves–fromstrategy,messagingandplaqormdevelopmenttocontentorigina;on,distribu;on,reachandimpact
• Assessmentsincludeinterviewswithkeycontentstakeholdersacrosstheorganiza;onandexternalstakeholdersincludingcustomers
• Contentmapiden;fiesweakpointsinac;va;ng,educa;ngandembracingcustomers/prospectsacrosstheen;resalesfunnel
CASESTUDY:SAS
GOAL Putmobile-firststrategyintoplayasa keymarke;ngmandate
AUDIENCE Marke;ngExecu;ves,VPandaboveCHALLENGE Asmarketerslooktopersonalizeand
op;mizedata-ledexperiences,mobile isoxenrelegatedtoaseriesof disconnectedcampaigns.SAS,aleader indata,insightsandintelligencehas spearheadedacalltoac;ontointegrate andmaximizeopportunityfrommobile.
PLATFORM GeynginSynchWithMobileCustomersSTRATEGY Gainabederunderstandingofwhere
andhowmarketersarealigningwiththe mobileexpecta;onsandexperiencesof theirmostimportantcustomers.Engage inprimaryresearchfocusedonthe mandates,challengesandopportunityin mobile.Engagewithseniormarke;ng decisionmakerstomakeacasefor integratedintelligencethatinformsthe mobileexperience
CASESTUDY:SAS
BUSINESSOUTCOMES:• 2REPORTS
– 500+downloadsandgrowing• Webinar
– SpeakersfromVisa,Intuit&OldNavy
– 186registeredviewers;46%livepar;cipa;on
– Audiencera;ngof4.5(of5)stars• 2DinnerDialogs
– NewYork&California– 30+seniorexecu;vesfocusedon
mobilestrategyandanaly;cs-empoweredexperiences
CASESTUDY:SAP(NORTHAMERICA)
GOAL CreateengagementswithMarke;ng audienceatseniorlevels
AUDIENCE Marke;ng,CustomerInsights,Digital
execu;vesCHALLENGE SAPisagloballeaderincustomerdata
andintelligence,butwaslookingtoadvancethoughtleadershipintheareaofcustomerexperience.Withincreasingnoiseinthemarketaroundcustomerexperienceandtheneedfordata-drivenexchanges,anewapproachwouldbenecessary.
PLATFORM MasteringAdap;veCustomerEngagementsSTRATEGY Conductedprimaryresearchtoestablishwhere
keychallengestoadvancingadata-driven,customerfocusedstrategywereholdingcustomerexperiencemanagementstrategiesback.Engagewithseniormarke;ngexecu;vestodiscusswhereandhowpeople,process andplaqormsmustalign.
CASESTUDY:SAP(NA)
BUSINESSOUTCOMES:• REPORT
– 479downloads• BESTPRACTICEWHITEPAPERS
– Fourpapers• 4WEBCASTS
– 1,390+pre-registered– 41%liveview– 4.45(of5)ra;ng
• 6DINNERDIALOGS– NYC,Chicago,Atlanta,Toronto,San
Diego,Seadle– Engagementwith120+seniormarke;ng
execs• Presenta;onsat2AdvisoryBoardsessions:NYC,
Phoenix
CASESTUDY:ADOBE(ASIA&PACIFIC)
GOAL Createbuzzandopportunityamongseniormarketerslookingtoadvancedigitalmarke;ng
AUDIENCE Marke;ng,Analy;cs/InsightsCHALLENGE Wellknownforleadershipinthe
crea;vespace,Adobe’sMarke;ngCloudwasnotwellknownacrossAsiaandthePacific.Theyneededtoraiseawarenessfordigitalmarke;ng,amplifytheneedfornewautoma;onsolu;onstopowerstrategiesandintroducenewconceptsinadvanceddigitalmarke;ngtoarela;velyimmaturemarke;ngmarket.
PLATFORM TheDigitalMarke;ngPerformance
DashboardSTRATEGY Tracktheyear-over-yearadvancement
andmatura;onofdigitalmarke;ngstrategyamongseniormarke;ngexecu;vesacrossAPJ.Establishabenchmarkingtoolthattrackskeyareasofmaturityincludingorganiza;onalreadiness,strategy,technologyand marke;ngmindset.
CASESTUDY:ADOBE(APAC)
BUSINESSOUTCOMES:• Reports
– 3annualreports– Japanspecificpaperdeveloped
for2013,2014– Over1,800downloads
• 2014MediaOutcomes– Over60storiesacrossAPJ– 53%inTier1outlets– APACwebcast:500registrants
• 2014SocialReach– 296.5kreach– 500+men;ons
THECMOCOUNCILThePeer-PoweredNetworkGetinTouchtoGetMoreEngagedBryanDeRoseVP,Partnerships&[email protected]
