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  • SPOTLIGHT
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  • 2013 Lead Gen Marketing Effectiveness Report released, featuring insights into content marketing performance and measurements best practices  >>view report>>

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  • Brand Measurement Assessor launched to identify strengths and gaps in aligning brand measures to short-term and long-term growth and ROI  >>view info>>

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  • The "CMO Guide to Marketing ROI" white paper is available for free download. This 16-page paper presents the opportunities and challenges of managing marketing ROI to improve performance and profitability. It includes a case study and a quick-skim checklist. >>view report>>
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CMO Guides Provide Insight into Critical Marketing Priorities

Click on the title to download the file (this will bring you to the login/registration page if you are not already logged in.

CMO Guide to Marketing ROI

  • Provides the foundation, framework and fundamentals for effectively and efficiently managing marketing profitability
  • Outlines the role of the CMO in shaping the culture and enabling capabilities
  • Features a case study with Kodak
  • Includes a practical quick-tip checklist and summarizes the marketing ROI framework with an easy to follow flow chart

CMO Guide to High-Performance Integrated Marketing (new!)

  • Establishes the three levels of marketing integration to consider when establishing your objectives and strategy
  • Provides guidance into targeting, messages, marketing mix, and engagement decisions to increase integration effectiveness
  • Outlines measurement approaches to assess the impact of integrated marketing in complex multi-channel campaigns and improve ROI
  • Addresses the organizational and cultural barriers from silos that inhibit marketing integration

CMO Guide to Maximizing Customer Marketing Performance & ROI

  • Presents how marketing to current customers can improve profit potential when upselling and retaining existing customers
  • Shows how marketing analytics, measurements, and ROI insights can guide strategies and tactics for more effective current customer marketing
  • Provides guidance for how educational marketing programs can be used to capture and leverage intelligence on customer needs and interests
  • Outlines the unique approaches to targeting and funnel management necessary when marketing to current customers with ongoing relationships

See the Hot Topics White Paper section for additional white papers. You can also check out these additional resources:

Article Library
Research Reports
ROI Tools
Guest Articles

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