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Monday, February 23, 2009

Alterian: 4.5% of CMO's very satisfied w/ visibility

Alterian picked the brains of the Chief Marketing Council and derived valuable data from some of the sharpest marketing minds in the world.

CMO Council and its strategic interest communities include over 17,000 global executives in nearly 100 countries covering multiple industries, segments and markets. The members control more than $120 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide.

The study, Calibrate How You Operate, surveyed 400 members, and the results identified some of the current major obstacles to international marketing:

  • Change-resistant corporate cultures.
  • Conflicts and competition between internal constituencies.
  • A resistance to operational accountability, visibility and measurement.

Two stats that grabbed my attention:

  • 60 percent of respondents believe that marketing operational transformation is an essential area of focus.
  • Only 4.5 percent are very satisfied with their current level of marketing operational visibility, accountability and output.

In other words, most CMO's recognize the need to adapt their operational methods, yet 95 percent of them haven't made sufficient adjustments to improve visibility.

Other key findings from the study include:

  • 61 percent of respondents are structured with centralized marketing operations and strategy with localized programs executed by regional/country managers.
  • Only 16 percent of marketers indicate that regardless of structure, marketing remains fragmented, lacking cohesion, integration and accountability.
  • 94 percent of marketers are utilizing platforms designed to better
    capture, qualify, communicate, convert and manage leads and customer
    contact information.

I wonder what s "platforms" they're using to enhance communication and convert leads to sales. If the platforms are using sentiment analysis and other online reputation management tools to monitor their reputation and engage their customers.

By Matt O'Hern at 12:22 PM | Comments (1)

(1) Thoughts on Alterian: 4.5% of CMO's very satisfied w/ visibility

Your observation about regional and country managers is consistent with our research. We recently surveyed technology marketers, and found that more than half are migrating things like lead generation and even loyalty programs from corporate marketing to the field (those closest to customers). We predict that by 2010, most technology marketers in larger companies, will assign less than half the marketing budget pie to corporate in favor of programs at regional and local levels.

Comments by Richard Fouts : Monday, February 23, 2009 at 06:09 PM

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