CMOsLoseInfluence_MIS10_04

CMOsLoseInfluence_MIS10_04 - CMOs losing influence at the...

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CMOs losing influence at the executive table CMO Council report outlines how to use metrics to bolster credibility Sean Callahan Oct 11, 2004 In the wake of the branding fiascoes of the dot-com bubble, marketing departments at technology companies are losing their place at the "executive table," according to a report released Friday by the CMO Council. "Marketing has a PR problem in the executive suite," writes Bill Glazier, a venture partner at Redwood Ventures, who is editor in chief of the report "Measures + Metrics: Assessing Marketing Value + Impact." Glazier, who wrote the 227-page report with Robert Nelson and Don O'Sullivan, also states that "accountability—not brand or eyeballs—is the new watchword for the chief marketing officer." The report takes an exhaustive look at marketing performance measurement, or MPM. It presents MPM as a systematic way for technology or other b-to-b companies to track the effectiveness and return on investment of their marketing efforts. The report grew out of a previous study by the CMO Council, a peer group of marketing executives representing almost 1,000 technology companies, including such heavyweights as Oracle, SAP and Xerox. Fewer than 20% of the marketing executives surveyed for the earlier report said their companies employed comprehensive and meaningful metrics to measure the effectiveness of their marketing efforts. More than 80% said they were dissatisfied with their ability to measure marketing ROI. "Measures + Metrics" positions itself as a road map for CMOs, whether in technology or
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CMOsLoseInfluence_MIS10_04 - CMOs losing influence at the...

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