August 15, 2005 08:00 ET

CMO Council Looks at Ways to Renovate and Improve Global Marketing Organizations

New Thought Leadership Push With MarketBridge to Audit and Evaluate Effectiveness of Marketing Groups; Will Define New Structures, Disciplines and Best Practices to Improve Yield, Accountability and Process Efficiency

BETHESDA, MD -- (MARKET WIRE) -- August 15, 2005 -- The Chief Marketing Officer (CMO) Council, in partnership with MarketBridge -- a global operational marketing authority -- today launched a comprehensive thought leadership initiative to explore internal transformations, reskilling and realignments needed to further the value, yield and accountability of marketing groups and agency service providers worldwide.

"RENOVATE TO INNOVATE™: Building Performance-Driven Marketing Organizations" will examine current satisfaction levels with marketing resources and assets, as well as look at operational structures, processes, solutions and channels needed to better influence and impact business outcomes. The goal is to help marketers gauge and analyze their own internal effectiveness, while developing change management strategies and programs that will result in the creation of performance-driven marketing models and cultural mindsets.

The initiative is a natural progression from the CMO Council's Marketing Performance Measurement (MPM) study launched last year. The study revealed that while 90 percent of CMOs polled see MPM as a significant priority -- they want to better understand their own organization and initiatives -- 80 percent are unhappy with their ability to actually achieve this goal. RENOVATE TO INNOVATE™ goes several steps further than that study, examining all areas critical to building a performance-driven marketing model.

"The priorities and ground rules have clearly changed for global marketing leaders -- CEOs and board members alike are demanding greater accountability, performance analytics and tangible evidence of business value," said Donovan Neale-May, Executive Director of the Chief Marketing Officer (CMO) Council. "This requires a performance-driven, outcome-centered CFO-like mindset, in addition to new disciplines, best practices and technology-enabled processes. That's a tough transition for many marketing executives who are more accustomed to broad branding and activity-based programs without a specific ROI."

The RENOVATE TO INNOVATE™ initiative will focus on:

--  Formation of a corporate task force to provide input and direction for
    the initiative
--  Online survey of senior marketers to understand structural and
    operational marketing issues, challenges, priorities, problems and
--  Publication and promotion of research through a survey report,
    including release of findings at the CMO Council Summit in October
--  Development of thought leadership content for media channels, business
    schools, executive recruiters, online communities and professional
    membership organizations
--  Production of both a webinar and webcast, as well as regional
    dialogues with CMO Council members and guests
Through its intensive work with some of the largest marketing organizations in the world, MarketBridge has had a front-row seat to the serious issues many companies face in the areas of technologies, process management, go-to-market strategies and measurement, and that's what compelled the company to sponsor this CMO Council study.

"We've seen many organizations lag behind in critical areas that could help them attain true performance-driven marketing models," said Tim Furey, CEO of MarketBridge. "Marketing and sales misalignment; organizational faults that hinder the coordination of global, regional and country programs and resources; a lack of continuous testing, measurement and performance analysis; and an absence of integrated multi-channel marketing tactics, among others, all hinder the CMO's ability to make a key contribution to the corporate mission and expand their role in the C-suite."

About the CMO Council

The CMO Council ( is a private, non-profit organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior marketing and brand decision-makers in the global technology industry. Based in Silicon Valley, the Council works to further the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders and critical stakeholders in the technology sector. Nearly 1,500 technology companies are currently represented on the CMO Council, accounting for well over $500 billion in aggregated annual revenues. These include top decision-makers controlling more than $45 billion in global marketing expenditures for many of the world's foremost computer systems, software, networking, communications, consumer electronics, component, distribution, and consulting brands.

About MarketBridge

MarketBridge ( is the leading professional services firm that provides sales and marketing solutions to executives at Fortune 500 companies. In building Performance-Driven Marketing organizations, MarketBridge utilizes its experience, expertise and process excellence to holistically implement and integrate the key components that bring true accountability and higher yield: organization; process and technology; and measurement. By implanting a CFO-numbers-oriented mindset into marketing organizations, MarketBridge turns senior marketing executives into strategic contributors to higher business yields, earning them the right to an expanded role in the C-suite. The company has deep channel expertise in a range of vertical industries including financial services, health care, technology, manufacturing and telecom. MarketBridge has created Performance-Driven Marketing cultures for global brands and category leaders, including Microsoft, IBM, SAP, Philips, Xerox, Siemens, Mastercard and British Telecom. A privately held company founded in 1991, MarketBridge is headquartered in Bethesda, Maryland with offices in San Francisco, Toronto, and London.

Contact Information

  • Media Contact:
    Scott Van Camp
    The CMO Council
    212-213-5400 x216
    Email Contact