2016 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World

The Leapfrog Marketing Institute released its third CMO Digital Benchmark Study in Q4 2015. The study continued the exploration from the previous CMO Digital Benchmark Studies on how senior marketers were navigating the evolving digital space.

The 2015 CMO Digital Benchmark Study added technology executives into the respondent population. With these new perspectives, the Study’s key learning was that marketing and technology executives were not aligned to achieve business goals, including a lack of common goals and incentives—likely the root cause of the relationship challenge. The 2016 CMO Digital Benchmark Study is built to further understand the cause of this challenge, with continued perspectives from both marketing and technology executives.

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2016 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer

In 2015, the Leapfrog Marketing Institute launched our first Planning Report. The report’s purpose was to uncover the shift marketers were making to be more consumer-centric in their strategies and tactics. In this year’s Planning Report, we continue on the consumer-centric path, but with a twist. Our purpose is to understand not only how marketers are shifting their plans to be more consumer-centric, but also how they engage internal partners in the planning process.

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2015 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World

The Leapfrog Marketing Institute released its second CMO Digital Benchmark Study in Q3 2014. The study continued the exploration that began with the first CMO Benchmark Study in 2009, gauging how senior marketers were navigating the evolving digital space. The 2014 study’s key learning was that marketers’ perceived organizational challenges were hampering their ability to market with the speed, personalization and analytics needed in a digital world. The 2015 study is built to quantify the cause of these challenges.

Given this is a broader organizational issue, this year’s participant pool also includes technology/operations executives who support digital and omnichannel activities. This study shares the insights gathered from the survey fielded in Q3 2015, and provides key findings and implications for marketers to drive financial success in an increasingly complex digital world.
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Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion

In the Strategic Planning Report, more than 80% of marketing executives planned to redirect their spending, from channel or product-focused initiatives, to more consumer-focused initiatives. They also expressed that the shift was hampered by structural and cultural challenges within their organizations. This internal challenge was reflected again in LMI’s 2014 CMO Benchmark Study, when only 4% of marketers felt their omni-channel capability was well-developed.

To further explore the implications for brand marketers, the Leapfrog Marketing Institute hosted a roundtable discussion with members of the LMI Advisory Panel.This white paper highlights that discussion and provides considerations for brand marketers as they transform their own omni-channel approach.

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2015 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer

In October 2014, the Leapfrog Marketing Institute released its most recent CMO Benchmark Study focused on the changing role of the CMO in the increasingly complex digital landscape.

This 2015 Planning Report, Evolving Strategic and Financial Plans for the Always-On Consumer, extends the learnings from the Benchmark Study. The Planning Report focuses on how marketing executives are evolving their strategic and financial plans to become more consumer-centric to meet the needs of the always-on consumer. Read more

2014 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World

The Leapfrog Marketing Institute conducted a 2009 study exploring how senior marketing executives were navigating the digital space.Since then a lot has changed for marketers, including the explosion of devices, the economic downturn, the emerging recovery and the accelerated rate of data creation and analysis to name a few.The survey was re-fielded in Q2 2014 to understand the impact of these changes and identify key areas moving forward. This presentation summarizes the key findings and implications for today’s marketers in an increasingly complex digital world. Read more

The Path for Smart Marketers to Avoid the Big Data Pitfall

It’s the most important thing your business can be do to understand and reach customers…or it’s just the latest over-hyped fad.

Big Data has been the topic of discussion in the marketing world for the past few years, with countless experts imploring marketers to jump on the bandwagon or be left behind. “You need to collect more data,” “You already have the data but you’re not using it effectively,” “Your big data is too small,” “Your big data is too big,” and so on.  But the reality is that most organizations use only about 5% of their available data, and most CMOs feel unprepared for today’s data explosion. Everyone says you should be using it, but few are saying how to use it, and even fewer explain how to use it well. Read more

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