Stories by CMO Council

Leading companies are identifying the digital talent gaps that must be filled in order to keep pace in today’s competitive digital landscape.

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.

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.

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.

Modern marketing and business are defined by one thing: The Web. And it’s safe to say that CMOs, CEOs and CFOs are keenly aware of the huge hole when it comes to measuring the business value of online 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?

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.

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.

Every decade, we see macro market trends that shift the focus and emphasis within an organisation.

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?

What does it take to become a well-known industry expert - someone who keynotes the biggest conferences, whose ideas are widely quoted and shared, and who is sought by the media for leadership and insight? And what value do these experts bring to their firms?

For many years, marketers have used research to find the best ways to reach consumers through surveys, focus groups and more. Nielsen Neuro is taking these efforts to the next level by applying consumer neuroscience to that task.