Program Details

CMO: The Force Multiplier

Driving financial value through better technology strategy, investment, selection, integration, management and innovation.

Sponsors and Partners:

Sponsors and Partners:


Today’s increasingly complex, distributed and digitally-driven marketing ecosystem is challenging global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. Marketing process improvement, efficiency and yield is directly tied to more effective use of budget, automation, processes, front-office partnerships, data | analytics and intelligence that improve content creation, relevancy, delivery, access, control, workflow, agency/partner collaboration, market engagement, sales lead provisioning, as well as campaign measurement and tracking. All of this requires tighter coupling and collaboration between the CMO and his/her peers - CIO, CPO (Procurement), e-Commerce, CSO (Sales) and CFO.

To understand the challenges and best practices, the CMO Council will team with KPMG to lead a series of executive interviews and primary research studies around the evolving need of the CMO to more tightly align across the C-Suite and drive towards today’s increasingly complex marketing mandate.

Learn more about all of our research initiatives below.


Making MarTech Pay Off
Driving financial value through better technology strategy, investment, selection, integration, management and innovation

Today’s CMO must harness the power of MarTech to deliver an excellent customer experience. It’s the reason why CMOs continue to invest in MarTech with spend projected to reach $122 billion by 2022, according to Forrester Research. Financial and brand value depend heavily on the CMO and CIO crafting a sound strategic plan with choreographed execution.

Yet problems abound in the CMO-CIO relationship, resulting in ineffective technology adoption. The MarTech vendor landscape has more than 8,000 solutions, many of them narrowly focused and posing challenges in data integration and unified user experience. Lapsed collaboration with IT at various points along the technology lifecycle, as well as ad hoc tech buys, has created an architectural nightmare stymieing MarTech returns on investment.

In this thought leadership program, the CMO Council and KPMG explore strategies for ideal alignment between marketing and IT that maximizes MarTech ROI and financial value. Topics span strategy, investment, evaluation and selection, architecture, data integration, solution management, and innovation and agility.

Research: Survey & Reports

Events and Webinars On Demand

Webinars On Demand

Making MarTech Pay Off



Curated Facts & Stats

Businesses are 67% better at closing deals when sales and marketing work together.

Source: Adobe

More than one-third of marketers said they view the CMO-CIO partnership as strategic.

Source: ClickZ

Only 44% of companies have formally agreed on the definition of a qualified lead between sales and marketing.

Source: Adobe

Companies with aligned sales and marketing teams experience 38% higher sales win rates as well as 36% higher customer retention rates.

Source: MarketingProfs

When an organization's sales, marketing, and product functions are aligned, that organization achieves 19% faster revenue growth and 15% higher profitability.

Source: Entrepreneur

CMOs in 'very effective' relationships with IT use an average of two innovation techniques, compared to 1.2 for CMOs in 'effective' relationships.

Source: Media Update

69% of CMOs had a ‘very effective’ IT relationship and a multi-year strategic martech plan to boot, a further 29% were classed as merely ‘effective’.

Source: The Drum

Only 23% of companies have ‘very effective’ CMO-CIO working relationships.

Nine out of ten major pharmaceutical companies believe that they are missing opportunities to enhance the impact of digital technologies due to a lack of coordination between CMOs and CIOs.

When CMOs work closely with IT, they are more successful at reaching company goals, and are able to grow their revenues 10 percent a year, twice the average rate of the S&P 500.

Source: Forbes


Curated Reading