CMO Whitepapers


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State of CX Leadership 2022 report: How customer experience leaders are defending the customer imperative
By CMO | 6/2/2023

Now in its second year, CMO’s State of CX Leadership report is an annual research initiative gauging the state of customer experience leadership and ownership across A/NZ organisations today, both in terms of functional role and structure, as well as position and influence within the business.

In this latest report, we explore the data, technology and operational imperatives CX leaders are focused on; which functional and business leaders are actually responsible for CX management and the functions they oversee; evolving metrics and measures used to understand and improve CX; technologies on the purchasing list; CX skills development; how CX leaders are fostering relationship with marketing; and much more. This year's edition of the State of CX Leadership report is brought to you by Optimizely.

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CMO50 special report: Practising personalisation in a new era of passion points, preferences and purpose
By CMO | 11/1/2023

As our customers exhibit growing desire to be recognised for their preferences and passion points, the personalisation capabilities brands build need to adapt and flex to suit. Research from Forrester demonstrates experience leaders who practice personalisation at scale consistently deliver increased value to customers and benefit to their business by providing a personalised experience across every channel, touchpoint and interaction. To get there, these leaders are investing in data, technology, customer journey orchestration and content.

Yet there’s also a need to complement operational capability with a firm grasp of customer tastes, preferences and values. Because they are imperative to connection. In fact, more than 7 in 10 consumers in Australia change preferences and tastes every three months. In this special whitepaper, we speak to CMO50 2022 alumni members about how they’re endeavouring to build out personalisation capabilities, at scale, and realise rapid responsiveness in programs and touchpoints.

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State of the CMO 2022 Report
By CMO | 21/6/2022

Now in its sixth year, CMO's State of the CMO is an annual industry research initiative aimed at gauging how Australian marketing leadership is evolving both in terms of functional role, as well as contribution to business. To do this, our report looks into key aspects of the CMO position and marketing function, encompassing the professional standing of the modern marketing leader, their technology procurement and influence, functional responsibilities and remit, extent of influence as a digital and customer custodian within their organisations, skills and priorities. This annual review provides a valuable benchmark on what it means to be a CMO in today’s market and how the role continues to transform and expand. The 2022 edition is brought to you by Optimizely.

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CMO50 special report: Building consumer trust in the digital-first era
By CMO | 14/4/2022

There’s no doubt we’re in the midst of a digital-first economy, fuelled by data and driven by technology capability. Yet it’s also a world run on customer connections and the very human concept of trust.

According to the latest research conducted by Adobe, consumers will stop purchasing from brands, opt out of communications, cancel subscriptions and go so far as to post negative social reviews if they feel their privacy and trust has been compromised. So how do brands ensure they are building a connection with customers that engenders trust? In this special CMO50 whitepaper featuring insights from our CMO50 alumni, we’ll explore what brands see as the most important elements, how and where marketing leaders are responding to ever-greater demands of relevancy and personalisation in customer interactions – and where they aren’t, plus technology and digital capability investments helping them in the quest to build trusted customer relationships.

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State of CX Leadership 2021
By CMO | 11/11/2021

CMO’s State of CX leadership survey is a new annual research initiative gauging the state of customer experience leadership across Australian organisations today, both in terms of role and structure, as well as position and influence within the business. To do this, our survey looks at which functional and/or business leaders are responsible for CX management within Australian organisations, encompassing the work they oversee, metrics and measures used to understand and improve CX, technologies supporting CX efforts, skills development, relationship with marketing, and more.

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State of the CMO 2021
By CMO | 3/8/2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how Australian marketing leadership is evolving both in terms of functional role, as well as contribution to business. Our special 2021 report looks into key aspects of the CMO position and marketing function, encompassing the professional standing of the modern marketing leader, their technology procurement and influence, functional responsibilities and remit, budgets, extent of influence as a digital and customer custodian within their organisations, skills and priorities.

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CMO50 2020 special report: Customer-led innovation in a time of crisis and beyond
By CMO | 15/10/2020

In the midst of the strife of the COVID-19 pandemic, we’ve seen a flourishing of innovation across Australian marketing and customer teams as they strive to keep up with rapidly changing customer needs and expectations, acceleration of digitisation and connectivity, and the customer retention imperative.

As we come into what some are pitching the ‘next normal’, are there lessons and future opportunities from these innovations CMOs are looking to sustain and grow? And how has this time of necessary invention changed the role and impact of the CMO on their organisation’s innovation efforts? In this whitepaper, we speak to five leading Australian marketing chiefs from our CMO50 alumni to find out.

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State of the CMO 2020
By CMO | 28/7/2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how Australian marketing leadership is evolving. This year's report looks into key aspects of the CMO position and function,encompassing the professional standing of the modern marketing leader, their technology procurement remit and investments, functional responsibilities, the extent of their role as digital and customer owners within the business, skills and much more. We also look at the impact of COVID-19 on budgets, strategy and priorities.

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State of the CMO 2019
By CMO | 13/6/2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how Australian marketing leadership is evolving. The report looks into key aspects of the CMO position and function, encompassing the professional standing of the modern marketing leader, their technology procurement remit and investments, functional responsibilities, the extent of their role as digital and customer owners within the business, skills and much more.

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Transforming the modern marketing function
By CMO | 24/9/2019

How have leading CMOs gone about realigning their marketing teams, approach and leadership skills in order to meet the demands of their CEO, business and customers? And how do they anticipate the rise of AI and machine learning will transform how marketing teams operate in the future? Download our whitepaper to see how marketing has been experiencing transformative change as digital becomes a business imperative.

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