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  • Marketing Talent Management

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  • For CMO Professionals

    Report

    Report Marketing Teams Today: Not Deft

    Mindsets, Structures, And Skills Aren't Yet Customer Obsessed
    August 9, 2017 | Shar VanBoskirk, Drew Green

    Today's marketing organizations aren't yet designed to flex to the changing attitudes and behaviors of empowered customers. Marketing mindsets, structures, and skills still align with legacy...

  • For B2C Marketing Professionals

    Report

    Report Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook
    February 21, 2017 | Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the...

  • For CMO Professionals

    Report

    Report The New Roles That Will Power Your Marketing Operating System

    Organization: The Customer Life-Cycle Marketing Playbook
    February 8, 2016 | Sheryl Pattek

    As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer...

  • For Customer Insights Professionals

    Report

    Report A Stopgap For Data Science Scarcity

    September 21, 2015 | Brandon Purcell

    Data scientists play an essential role in converting the ever-increasing amount of customer data into more profitable customer relationships. The scarcity of skilled data scientists, however, is...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Brief: Employee Experience Defines Your Digital Employer Brand

    How Traditional Firms Can Compete With Digital Masters To Recruit Top Digital Talent
    September 10, 2015 | Martin Gill

    Digital skills are in short supply. eBusiness professionals in every industry struggle to recruit the right candidates, and as more firms embark on digital transformations, the competition for...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Build A Digitally Savvy Organization

    March 26, 2014 | Martin Gill, Shar VanBoskirk

    To survive the destructive forces of digital disruption, eBusiness leaders must drive digital business transformation. Yet most current digital organizations are too tactical to create competitive...

  • For CIO Professionals

    Report

    Report The DNA Of The Chief Digital Officer

    What To Look For When Hiring A Digital Leader
    February 11, 2014 | Nigel Fenwick

    While it's crucial for strong CIOs and CMOs to work in tandem to drive firms into the age of the customer, the job of chief digital officer (CDO) has recently emerged as a new role on the...

  • For B2C Marketing Professionals

    Report

    Report Find, Support, And Keep Emerging Touchpoint Talent

    February 7, 2014 | Anthony Mullen

    There is no uniform organization structure to support emerging touchpoint innovation. Instead, success requires a shared strategy and C-level support of nontraditional, high-caliber staff. Today's...

  • For CMO Professionals

    Report

    Report Build A Marketing Innovation Engine And Team To Power Growth

    Invest In Marketing Technology Talent To Accelerate Marketing Innovation Velocity
    November 15, 2013 | Bert DuMars

    Top CMOs are partnering with their CIO counterparts to integrate new technologies into their customer engagement, commercial, and brand building efforts as consumers rapidly adopt new behaviors and...

  • For CMO Professionals

    Report

    Report The CMO And CIO Must Accelerate On Their Path To Better Collaboration

    October 31, 2013 | Sheryl Pattek

    Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two...

  • For B2B Marketing Professionals

    Report

    Report B2B CMOs Must Evolve Or Move On

    CMOs Stand At The Crossroads Of A Redefined Marketing Remit
    July 3, 2013 | Laura Ramos

    Digital channels, online social activity, and rapidly evolving personal technology cause top business marketers to take on unfamiliar responsibilities in order to succeed. While new peer and...

  • For CMO Professionals

    Report

    Report How To Organize For The Digital Future

    Assign An Owner To Digital Strategy, Governance, And Execution
    March 7, 2013 | Shar VanBoskirk

    To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

  • For Customer Insights Professionals

    Report

    Report Customer Intelligence Needs A New Breed Of Marketing Scientist

    November 19, 2012 | Srividya Sridharan

    A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and...

  • For B2C Marketing Professionals

    Report

    Report The Key To Interactive Marketing In China

    Overcome Your Digital Challenges By Finding, Training, And Keeping Talented Staff
    July 10, 2012 | Nate Elliott

    China's 1.4 billion residents have more disposable income than they used to, and digital channels offer undoubtedly the best way to reach affluent Chinese consumers. But interactive marketing in...

  • For CMO Professionals

    Report

    Report The Corporate CMO's Renewed Strength

    February 10, 2012 | Mary Beth Kemp

    Large consumer-facing companies often have some mix of multiple layers of marketing: corporate, divisional, brand, regional, country . . . These layers are configured in different ways in different...

  • For CMO Professionals

    Report

    Report Bad Habits Keep Marketers From Adapting

    Benchmarking The Adaptive Marketing Organization
    December 28, 2011 | Chris Stutzman

    The results of Forrester's August 2011 North American Adaptive Marketer Benchmarking Online Survey reveal that the vast majority of marketers are not practicing the habits of Adaptive Marketing....

  • For B2C Marketing Professionals

    Report

    Report How To Hire And Retain The Best Interactive Marketers

    Attract, Nurture, And Activate Top Talent To Create A Virtuous Cycle For Staffing
    October 27, 2011 | Shar VanBoskirk

    Interactive marketing teams are poised for growth. But acquiring and retaining top talent is tricky because hiring practices don't align with candidate habits and culture — and competition...

  • For CMO Professionals

    Report

    Report Marketers Need To Take Accountability For Creative Strategy

    How Marketers Can Get Better Work From Their Brand Agencies
    September 29, 2011 | Chris Stutzman

    Great creative advertising is always in demand. But when it comes to providing strategic direction to agencies, marketers are their own worst enemy. Why? Many marketers' organizational structures,...

  • For B2C Marketing Professionals

    Report

    Report Right-Size Your Interactive Marketing Organization

    Grow Your Interactive Team's Influence, Not Just Its Size
    September 21, 2011 | Shar VanBoskirk

    Interactive marketing teams have grown since 2009 — but big doesn't equal mature. Interactive marketing maturity correlates to nimble processes and facility with data-driven marketing, which...

  • For B2C Marketing Professionals

    Report

    Report The State Of Social Media Marketing In Europe, 2011

    Measurement And Staffing Challenges Keep Social From Taking Off
    September 19, 2011 | Nate Elliott

    As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure...

  • For CMO Professionals

    Report

    Report How To Drive Marketing Innovation

    Innovation Must Be Deliberate, Distributed, And Demonstrable
    July 12, 2011 | Mary Beth Kemp

    Marketing innovation is a business priority. But not all marketing leaders are meeting the challenge despite executive interest. CMOs who are better at driving their organizations are doing so by...

  • For B2C Marketing Professionals

    Report

    Report Recession Realities Improve Interactive Marketing

    October 23, 2009 | Shar VanBoskirk

    The recession has forced interactive marketers to think more conservatively about budget, to trim staff, and to rebudget more frequently than they would in better economic conditions. We expect...

  • For B2C Marketing Professionals

    Report

    Report Developing Social Marketing Skills

    Draw On Existing Core Marketing Skills To Improve Social Marketing Efforts
    October 21, 2009 | Sean Corcoran

    With 82% of US online adults active with social technologies, social marketing has become an essential part of any marketing organization. Moreover, social marketing requires new skills from...

  • For CMO Professionals

    Report

    Report Marketing Teams Need Business Skills

    How CMOs Can Develop More Strategic Marketing Teams
    July 22, 2009 | Mary Beth Kemp

    As marketing teams are getting smaller due to layoffs and budgets are getting tighter, it is more important than ever for marketers to nurture their remaining talent and strengthen the marketing...

  • For Customer Insights Professionals

    Report

    Report A Framework For Multicampaign Attribution Measurement

    A Framework For Measurement
    February 19, 2009 | John Lovett

    Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to...