Stories by CMO Council

Leadership

The math, the magic and the customer

Forget Mad Men. Today’s marketers are more likely to be math men and women. They plumb the depths of big data with advanced analytical tools. They buy and use dazzling new software - some spend more on technology in a given year than their companies’ IT departments. They are hot on the trail of marketing’s holy grail, the ability to measure ROI on every campaign.

Social Media

CMOs fail to prove a clear social media ROI

Recent studies show 87 per cent of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but fewer than one in five can clearly prove and demonstrate social media ROI. I believe it's because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer journey.

Leadership

Irrational Consumption: How consumers really make decisions

There is an attractive simplicity to the notion that consumers choose what they most prefer; that they are logical decision makers with abundant time and complete insight into the factors determining the choices they make.

Leadership

What Marvel Comics has taught us about marketing

With three movies set to release in theatres in 2015, including the newest iteration of the Fantastic Four, not to mention a dizzying array of comic book releases, I wouldn’t be surprised if this is a banner year for Marvel Entertainment. These superhuman marketing capabilities made me think: What can we as marketers learn from Marvel?

Leadership

Evolve: Marketing as we know it is doomed

This has been happening for a while, and whether or not marketers choose to see the change that’s developing within the landscape, they need to realize that this “seismic shift,” as my co-author, Daniel Newman, likes to call it, is going to mandate changes to the way that practices have traditionally functioned.

Digital Marketing

Don’t just generate leads - enable sales

Tim Riesterer, chief strategy and marketing officer at Corporate Visions shares his advice on how to switch from pure lead gen to sales-based metrics on your messaging.

Leadership

The chief marketer of 2016

What will the future of marketing and the role of the CMO look like in 2016? What marketing tools will be employed? How will marketing metrics be applied? Will data-driven marketing fulfill its potential?

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Featured Whitepapers

State of the CMO 2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how ...

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Latest Videos

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Digital take-up and experiences help drive Suncorp's solid FY21 performance

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shiree Gilroy

Catch Group combines commercial and marketing role

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Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

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One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

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Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

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