13.04.24 ExecSummary_final[3]

© Copyright CMO Council. All Rights Reserved. 2013

CustOMeR AttAinMentFROM event engAgeMentEXECUTIVE SUMMARY | April 2013

2© Copyright CMO Council All Rights Reserved. 2013

CUSTOMER ATTAINMENT FROM EVENT ENGAGEMENT | EXECUTIVE SUMMARY

Abstract

Demographics

Leadership Committee

Faculty and experts

sponsor Contribution

Commentary From AccesstCA

Commentary From Derse

About the sponsors

Affi liate Partners

About the CMO Council

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TABLE OF CONTENTS



Change and transformation have become common occurrences—if not required—in the world of marketing. As leading brand owners and budget holders have been asked to “do more with less” and optimize and justify every dollar spent, a harsh eye has been turned onto every channel of engagement deployed as part of a sales and engagement cycle with customers. From advertising to social media, every channel of engagement has been scrutinized, assessed, measured and transformed—that is, except for the channel that 45 percent of senior brand marketers call the top demand-generating tool for their organizations: events.

the CMO Council, in partnership with the exhibit & event Marketers Association (e2MA), set out to benchmark the business value of trade shows and events, as well as the ways in which marketing mindsets and intentions were shifting specifi c to event marketing investments. the study tapped into the peer-powered insights of more than 265 senior corporate marketers and leveraged the expertise of a leadership committee of experts and thought leaders from the e2MA. the result is the following report, which highlights where transformation must occur for both brand leaders and event organizers to capitalize on the full potential of trade shows and events.

Among the key fi ndings of the study, marketers confi rm that the live face-to-face engagements that occur during events and exhibitions are core to their business growth and development strategies. However, despite the importance of events in the marketing mix, justifying allocations along with the rising costs of participating have become taxing on the budget and give the continued investment into events a cloudy outlook. What is clear is that marketers are looking for value-added components to their event investments that deliver insights, measurements, analytics and deeper engagements with their most valued prospects and customers.

the resulting conclusions point to requirements for both marketers and event operators and vendors. Analytics and insights will be the path to transformation and optimization, and marketers must leverage intelligence and content to better mold rich experiences that maximize event investment while creating an engagement that extends beyond the event. event organizers, vendors and partners must elevate their own analytics and insights to help marketers better target, engage and measure event investments. the goal for both marketers and event organizers is to press events into the new era of data-driven marketing while retaining the experiential and face-to-face engagements that have made events the cornerstone of continued customer engagement and attainment strategies.

ABSTRACT

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© Copyright CMO Council All Rights Reserved. 2013

What is your title?

Director of Marketing

Chief Marketing Offi cer

Head of Marketing

vP of Marketing

Director of Corporate/Marketing Communications

svP/evP of Marketing

vP of Marketing and sales

vP of Marketing Operations

vP of Customer experience

Other (senior Marketing Manager, Director of events, etc.)

17%

15%

12%

12%

5%

4%

3%

1%

1%

31%

DEMOGRAPHICS

To whom do you report?

CeO

CMO

Division Chief or Business group Head

President

Regional vice President/gM

COO

Chief sales executive

Other (Board of Directors, vP of Marketing, etc.)

32%

14%

12%

10%

10%

5%

1%

32%

5



How large is your company?

Less than $50 million

$51 million to $100 million




$751 million to $1 billion

$1.1 billion to $5 billion

greater than $5 billion

35%

10%

7%

8%

4%

5%

14%

17%

6



What best describes your company’s industry sector?

information technology

Professional services

Financial services

telecommunications

Media and publishing

Health care/life sciences

insurance

travel and hospitality

electronics and miscellaneous technology

Food and beverage

Manufacturing

Retail

Pharmaceuticals

utilities

entertainment

Wholesale/distribution

transportation

Chemicals

Aerospace and defense

energy

Automotive

government

education

Other

23%

11%

9%

6%

6%

5%

5%

4%

3%

3%

3%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

1%

8%

7



information technology

Professional services

Financial services

telecommunications

Health care/life sciences

Media and publishing

travel and hospitality

electronics and miscellaneous technology

energy

Manufacturing

insurance

government

education

Retail

transportation

entertainment

Food and beverage

utilities

Automotive

Wholesale/distribution

Pharmaceuticals

Aerospace and defense

Packaged goods

Chemicals

Construction

Consumer durables

Other

31%

22%

19%

14%

12%

12%

10%

9%

9%

9%

8%

8%

8%

7%

7%

7%

6%

6%

6%

5%

4%

4%

4%

3%

3%

3%

9%

In what business or industry sector do you participate?

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In which region is your company headquarted?

north America

europe

Asia-Pacifi c

Africa

south America

Middle east

62%

16%

12%

6%

2%

2%

In which regions does your company operate?

north America

europe

Asia-Pacifi c

Africa

Middle east

south America

58%

14%

14%

8%

4%

2%

How many people report directly to you?

Less than 10

10 - 30

30 - 50

50 - 100

100 - 200

More than 300

71%

22%

4%

1%

2%

1%



LEADERSHIP COMMITTEE

Gavin CowleyMarketing DirectorAdidas–south Africa

Ian TalmageSenior Vice President,Global Marketing,General MedicineBayerHealthCare Pharmaceuticals

Josué HinojosaMarketing DirectorCisco–Mexico

Peter DeBenedictisMarketing Directorge Healthcare–Middle eastand Pakistan

Robert Nelson Principalge Healthcare

Trajan BaylyChief Marketing O� cerge ideaWorks

Fadi GhosnChief Marketing O� cergeneral Motors–Middle east

Rob PaceVice President of Marketingand EventsHewlett-Packard

Haitham MattarVice President of Sales andMarketing–Middle East, Africa,Eastern Europe, Turkey and RussiaHilton Worldwide

Eric AndrewsVice President of MarketingJuniper networks

Neil CalvesbertVice President of Marketing(Digital Marketing, Social Media,Brand Lifestyle and Licensing)Monster energy

Kurt FrenierSenior Marketing DirectorPepsiCo–Middle east and Africa

Paulo KalapisMarketing DirectorsAP–Mexico and Central America

Simon FletcherManager of Customer Engagementand Partnership Marketingsouthwest Airlines

Isaac MuñozManager of Customer Insightssouthwest Airlines

Brian BurchVice President of SMB Marketingsymantec

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Steve SommersVice President of GlobalBrand Marketingunder Armour

David ScribnerVice President of SMB Marketingvirgin Mobile–Australia

Brad PainterVice President of Marketingvolvo Cars of Canada

Chris MoloneyChief Marketing O� cerWells Fargo Advisors, LLC

AnonymousSenior Marketernational Banking institution



FACULTY AND EXPERTS

Mel WhiteVice President of Marketingand Business DevelopmentClassic exhibits inc.

Nick SimonetteVice President of SalesCzarnowski

Adam BeckettPresident and CEODerse

Jim WurmExecutive Directorexhibit & event Marketers Association (e2MA)

Joe FederbushVice President, Salesand Marketingexhibit surveys

David RichSenior Vice President of Strategyand Planning Worldwidegeorge P. Johnson experience Marketing

Justin HershFounder and CEOgroup Delphi

Jacqueline BeaulieuExecutive Vice PresidentHealthcare Convention & exhibitors Association (HCeA)

Bob HughesPresidentthe Hughes group/Futureshow

Robert LoweVice President and Event Architectnth Degree

Amanda HelgemoeCEOnuvista



What is the number one thing marketers should look for in order to assess, measure, plan and execute a successful exhibit and event program?

in the “Customer Attainment From event engagement” study, exhibit and event marketing was identifi ed as the number one lead-generation tool for corporate marketers. Driven by the inherent human need to connect, face-to face marketing is a proven strategy for eff ectively driving sales. no other medium eff ectively combines all the elements of a comprehensive marketing program—including PR, web, social media, traditional advertising and promotions—to create comprehensive customer engagements.

the number one thing exhibit and event marketing programs must establish is a fundamental alignment with corporate marketing strategies that support the overall business, fi nancial and marketing goals.

Other issues essential to the return on—and eff ectiveness of—exhibit and event marketing spend include:

• the ability to align exhibit and event marketing strategies to the needs of the target audienceat the event, starting with their reasons for participating

• the caliber and relevance of content and the ability to enable better engagement on critical topics, platforms and themes that will condition the market, predispose prospects and accelerate sell-in

• the ability to leverage events to gain competitive insights and stay abreast of market shiftsand trends

• the ability to control budget and outcome by setting a profi table event-mix strategy(exhibits at events versus corporate proprietary events)

• the ability to execute tactics that move customers along the sales and marketing continuumof awareness, consideration and preference

• the ability to validate exhibit and event marketing eff orts by measuring outcomes accordingto generally accepted principles and practices

Optimizing external and internal alignment will raise the visibility of—and commitment to—the exhibit and event marketing channel, especially to CeOs and CFOs.

SPONSOR CONTRIBUTION



By Jon ellms, vice President and Principal at AccesstCA

i have been with AccesstCA for more than two decades, creating intelligent, compelling trade show programs for pharmaceutical and biotech companies. During that time, we have seen changes not only in the trade show presence, but also in the structure of the companies themselves, particularly in the execution of the marketing function.

Pharmaceutical and biotech companies are increasingly focused on product marketing and—more recently—patient marketing. Corporate marketing as such is on the decline, and as a result, these companies have no need for a CMO. Add to this marketing paradigm an increasingly conservative legal and regulatory environment, and you have what amounts to a situation that is uniquely signifi cant because it pertains to one of the largest buying segments of trade show industry products and services.

the pharmaceutical and biotech industries are at a critical point in reinventing their participation at trade shows. Other sales channels encroach on the trade show budget; online continuing medical education (CMe) threatens a formerly important component of trade shows; and the practice of launching products at a trade show has been usurped by the availability of online information.

then there is the legal risk aversion, whether in the area of product liability or FDA sanctions, that renders traditional trade show marketing next to impossible. the consequences are fi nancially signifi cant, not to mention a death knell for marketing “sizzle.” indeed, the requirement for isi (fair balance copy) that is as prominent as promotional messages not only complicates the design process, but also dilutes the impact of product marketing. Within the companies themselves, the fastest-growing departments are regulatory and compliance—departments which tell product marketing teams what is and isn’t acceptable—and this before the creative treatment passes the scrutiny of the Offi ce of Prescription Drug Promotion (OPDP), a division of the FDA (there are parallel FDA departments for devices and other segments of the healthcare industry that adjudicate regulatory issues).

And while most trade shows welcome the presence of global visitors, that is not necessarily the case for pharmaceutical and biotech marketers. Without the rights to market a drug outside of the u.s., a conversation in a promotional booth with an international visitor is not only an unprofi table use of time, but it also becomes an occasion for off -label conversations (again, risking an FDA violation) as the visitors explore the uses of drugs (indications) in their home countries.

the result is that marketers fi nd it more diffi cult to attract exhibit visitors using traditional trade show marketing tactics. Future success lies in confronting strategic issues that promise new opportunities, among them:

• Although pharmaceutical and biotech marketers fi nd it diffi cult to measure ROi, there are now technologies that off er data matching. in other words, the customer contact that takes place at trade shows can be appended to existing data about high-decile prescribers/ target healthcare professionals who visit the trade show exhibit. the fact that healthcare professionals are becoming virtually impossible to see in the fi eld—whether in their hospital practices or in their offi ces—makes this highly desirable and ultimately actionable data.

COMMENTARY FROM ACCESSTCA

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• the development of media that is scalable for both professional and patient education goes toward meeting the new challenge to the industry: patient compliance. Media off ers the potential to be approved and used, in perhaps a repurposed format, throughout the product marketing and sales eff orts.

• Because collegiality will continue to be a draw at trade shows, many healthcare exhibitors off er hospitality to foster conversations and ultimately education. the now-approved sunshine Act does not track expenditures on healthcare professionals under $10, which makes catering a viable option.

• in addition to promotional exhibits, companies are examining the viability of using more scientifi c exhibits, focusing on a therapeutic area, the company pipeline or a particular franchise.

• Finally the association + general contractor + exhibitor equation needs to be recalculated. trade shows have increasingly become a major source of association revenue via agreements with general contractors that pass non-transparent costs on to exhibitors. ROi determination is only possible when the exhibitor’s investment is clearly articulated. Associations need to begin to see their role in helping their exhibitors achieve a healthy ROi and providing third- party audits so that trade show participation is built on strong data.



By Heather Rosenow, vice President of Client strategic services

At Derse, we believe that face-to-face is the most eff ective form of marketing, so it is encouraging that many marketers believe the engagements that happen during trade shows and events are core to their business growth. We are also pleased that the measurement of these engagements is no longer a want, but a need—particularly as many marketing budgets have become more scrutinized.

With that said, we believe that marketers should expect even more from their face-to-face program. to unlock that potential, our experience suggests that stakeholders must fi rst build a cohesive strategy around business objectives before they dive into measurement. We believe data is important, but it does not provide direction unless it ties back to strategy. As much good conversation as there is to be had around metrics, much of that talk rings hollow without pre-determined goals: What does success look like, and how do we get there?

it is Derse’s contention that marketing’s purpose is to increase sales. unfortunately, many marketers have concerned themselves with soft, subjective criteria to determine whether or not an investment was a success. though rich experiences that extend beyond the event are important, they mean little if they don’t ultimately move a buyer along the purchasing path or infl uence an action.

We also believe that billions of dollars are wasted every year in the face-to-face marketing industry. On an almost daily basis, we hear from marketers who have felt the eff ects of underperforming investments and are being asked to “do more with less.” these are often the same marketers who say they have a diffi cult time making a strong business case for trade show attendance, which is understandable if they can’t transition their sales leads from prospects into profi t. We are of the opinion that if face-to-face programs perform up to their ability, those budgets will be rewarded—not reduced. good creative can generate interest, but great creative is purposeful and measurable. When a program is accurately designed to achieve business goals, it brings proof of positive return.

We also believe that the face-to-face marketing industry needs a change. One of the most common challenges we help our clients overcome is aligning the business priorities of executive leadership and event stakeholders to connect face-to-face marketing with business objectives. it’s eye-opening to see how disjointed many companies are when it comes to bridging the gap between marketing and sales teams. though we believe those goals should be one in the same, reality tells a much diff erent story. Oftentimes, the marketing team is more concerned with generating leads to justify its existence but usually has no idea if those leads ever become real dollars. the sales team typically has very little input into a marketing plan, so they are being asked to advance a face-to-face marketing program that may not help them achieve their goals. it’s no wonder that very few companies feel confi dent that they can reliably turn leads into real business.

though most marketers likely understand that not all sales leads are created equal, many have a misunderstanding of how to improve their outcomes. Beyond a new booth, new brand or new campaign, the possibility of improvement is only as good as the customers and prospects that are present. Having a great environment and/or experience simply won’t mean much without the right audience. though reporting of a trade show’s customer attendance makeup (often provided by the trade show itself) is often met with skepticism, most marketers have no better way to select a show. As a result, marketers often attend the same shows year after year. it’s an issue that Derse encounters so often that we have developed a term to describe the phenomenon—momentum strategy—that often becomes a roadblock for purposeful change. With our clients, we have found

COMMENTARY FROM DERSE

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that reevaluating a program’s approach to consider a broader range of face-to-face avenues or alternative methods can become the diff erence between stagnation and progress. We meet with our clients on a regular basis to analyze performance against expectations and recommend adjustments built to deliver better returns.

though face-to-face will see competition for dollars from other marketing mediums, trade show and event professionals should welcome the challenge. Face-to-face marketing provides a tremendous ability to target an audience—often a room full of customers—and interact with them in a way that other forms of communication never could. When marketers do the right things with their face-to-face dollars, that money will be seen as an investment rather than a spend item. if our expectations seem high, it’s because we’ve seen them met time after time. that’s why we believe in this industry. now is the time for the industry to believe in itself.



Classic Exhibits Classic exhibits inc. designs portable, modular and custom-hybrid exhibit solutions. Our solutions are represented by more than 200 independent distributors who share our vision of shared knowledge, shared success and shared responsibility. since 1993, Classic exhibits has focused on exhibit, event and retail design through its four divisions/partners. exhibits northwest, with offi ces in Portland, Oregon, and seattle, Washington, off ers consultative services for trade show exhibitors. eco-systems sustainable exhibits supplies eco-friendly displays, Classic Rentals manages a comprehensive rental program for distributors, and ClassicMODuL Aluminum extrusions sells wholesale engineered aluminum extrusionsto the exhibit and retail trade. For more information, visit www.classicexhibits.com,www.ecosystemsdisplays.com, and www.classicmodul.com.

ABOUT THE SPONSORS

CzarnowskiAt Czarnowski, we love what we do. since 1947, companies of all sizes and industries have counted on us to be their trusted exhibit marketing partner. through a network of u.s.-based and international offi ces, we provide program management, creative and execution services. We strive to continually improve our processes and increase the sustainability of our products and operations. We never forget that our success is a result of putting our customers fi rst and delivering exceptional results on the trade show fl oor and beyond—every day. Learn more at www.czarnowski.com.

Access TCAAccess tCA helps clients capitalize on the immense opportunity of event marketing through global program management, exhibit and event production, meetings and event management, creative and technical production, and a proprietary return-on-investment model called Outcome Communications. Learn more at www.accesstca.com.

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DerseMeasureable results are easy to promise, but much harder to deliver. At Derse, we prove it. We’re a complete face-to-face experiential marketing, design and fabrication company focused on delivering meaningful results for our clients’ program investments. Driven by accountability, we help you:

• Develop smarter face-to-face marketing strategies that align with your business goals

• Immerse your audience with experiential engagements

• Measure and document the value of your face-to-face investment, drawing out critical insights and actionable recommendations

Derse is currently ranked fourth in the nation in event marketing by Advertising Agemagazine and was the fi rst in its industry to receive silver-level LeeD certifi cation for itsnational headquarters. For more information, visit www.derse.com or follow us on twitter(@Dersesocial).

Exhibit & Event Marketers Associationthe exhibit & event Marketers Association (e2MA) is the premier thought leader and content development organization for corporate marketers and their suppliers in the face-to-face marketing medium. Driven to benchmark and promote the business value of trade shows and events, the e2MA evaluates and identifi es best practices, new tools, new technologies and new techniques that enable marketers to optimize their event marketing programs. the e2MA is the tradeshow industry’s newest association formed by the combining of the tradeshow exhibitor’s Association (tseA) and the exhibitor Appointed Contractors Association (eACA).

the new association is comprised of more than 500 member companies representing more than 17,500 full-time trade show professionals and more than 45,000 part-time trade show workers. the association is headquartered in Bend, Oregon.

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Exhibit Surveysexhibit surveys, inc., pioneered the fi eld of exhibition and event research more than 45 years ago. since 1963, exhibit surveys has established metrics that have become industry standards and developed unique diagnostic tools to provide guidance and sound recommendations to exhibitors, corporate event producers, associations and for-profi t trade show organizers, CvBs and convention facilities and suppliers to the events marketing industry. Our research staff , located in Red Bank, new Jersey, has conducted primary research for more than 5,000 exhibitions and events and in excess of 10,000 exhibits. Our clients include many Fortune 500 companies. Additionally, we have conducted research and measurement globally on six continents.

exhibit surveys continues to be the leader and innovator in the fi eld, with a complete range of measurement and research services to fi t the evolving needs of clients of all sizes across a broad spectrum of industries. We also maintain the most comprehensive database of audience profi le and exhibit performance statistics. Learn more at http://www.exhibitsurveys.com.

George P. Johnson Experience Marketing gPJ is a global experience marketing agency creating great ideas and bringing them to life through integrated experiential programs that leverage online, mobile and physical experiences. Our clients rely on us to compete globally by creating and accelerating relationships with their customers, employees, partners, media and other infl uencers.

• Ad Age ranked #1 Experience Marketing Agency

• Promo 100 ranked #1 Experience Marketing Agency

gPJ is part of Project: WorldWide, the leading global independent engagement marketing solutions network. Learn more at www.gpj.com.

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Group Delphi group Delphi is a design and production company dedicated to helping you compete in today’s changing markets. When you choose group Delphi to create experiences, environments and digital content for your trade show, event, museum or retail installation, you can expect insanely good service.

this commitment drives everything we do and is based on the principles of innovation, creativity and passion.

• As innovators pursuing new ideas and technologies, we deliver solutions that you hadn’t imagined possible.

• Creativity is so much more than design. it infuses everything we do. it drives value. it is the way we think and approach every project at every level of our company.

• We are passionate about the quality of work we deliver, and we invite you to share our enthusiasm.

With offi ces in san Francisco, California, Ft. Wayne, indiana, and Paris, France, and with more than 60 years of experience, we are committed to our clients and to the industry.

Health Convention & Exhibitors Associationthe Healthcare Convention & exhibitors Association (HCeA) is the only organization solely dedicated to improving the eff ectiveness and quality of all healthcare conventions and congresses, medical meetings and healthcare exhibit marketing throughout the industry. Learn more at http://www.hcea.org/default.asp.

The Hughes Group/Future Showthe Hughes group/Futureshow is a simpler way to create trade shows and conferences. it includes everything you need, from signage and sponsor spaces to staging, registration tables and walls for hotel and conference venues—all in one simple package and for one simple price. Forget what you know about expensive conferences and tradeshow hardware and graphics. set up a free Revenue Roadmap consultation today. Learn more at http://futureshow.net/index.html.

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UPS Trade Show Servicesnuvista provides audio-visual and labor (i&D) services to the trade show and event industries. Our philosophy reaches beyond exceptional service. We take a holistic approach to your program by off ering complete management of all of your on-site vendors. Our leadership within the e2MA Advocacy Committee puts us in a unique position that has translated into signifi cant savings for our clients.

ROi has always been diffi cult to measure at trade shows and events for numerous reasons. One of the main issues with measurement is the fact that you do not know what you will be spending prior to making the decision to participate. unfortunately, the trade show and event industry developed a reputation for unpredictable and infl ated pricing. exhibitors deserve to know what they are going to spend prior to making a decision and, more importantly, they need to be charged fair market value. Learn more about how nuvista can assist with your event atwww.nuvistaonline.com.

Nth Degreenth Degree is a global event marketing and management company that helps clients design and execute successful trade show and event programs worldwide. the company off ers labor, event, and trade show management and marketing services worldwide to more than 1,100 clients, including 43 Fortune 100 companies. nth Degree executes 7,500 projects each year and has 21 north American offi ces, as well as offi ces in england, germany and China. the company is known for its long-term relationships with 181 clients that have been loyal nth Degree customers for more than 20 years and being a desirable employer, with more than 34 percent of employees having a tenure of 15 years or more. Additional information is available at www.nthdegree.com.

MC2

MC2 is in the face-to-face marketing business. We plan, design, build and develop strategies for exhibits, events and meetings, in addition to corporate environments and permanent installations for a wide variety of businesses. With our strategic experience and hands-on capabilities, we become an extension of your marketing department. We are a full-service company, so clients can use as many or as few of our services as needed. Our ecofl ex™ exhibit Program off ers end-to-end exhibit services for a fi xed price and a green alternative to custom exhibit rentals. We have a network of 11 u.s. locations and alliances around the world, and MC2’s list of clients represents some of the world’s best brands. Learn more at www.mc-2.com.

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UPS Trade Show ServicesuPs is a global leader in logistics, off ering a broad range of solutions including the transportation of packages and freight, the facilitation of international trade, and the deployment of advanced technology to more effi ciently manage the world of business. Headquartered in Atlanta, uPs serves more than 220 countries and territories worldwide.

uPs trade show services off ers an experienced trade show logistics team delivering more than 100,000 exhibits annually. in fact, we're the offi cial show carrier for more than 600 trade shows each year. uPs’s on-site reps know the ins and outs of each trade show city and venue, helping with the largest deliveries or the smallest details. And they’re backed by a global leader in logistics, off ering a broad range of package and freight transportation. Choose from day- and time-defi nite air and LtL freight service options to satisfy your exhibit needs. For more information or to request a quote, call 1-800-365-6990 or visit www.ups.com/tradeshow.



AFFILIATE PARTNERS

Qualtrics

For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of scott’s MBA students. it was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.

Marketwire

the only fully integrated, north America-based global newswire, Marketwire inc. is a full-service partner to iR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophyfocuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and fi nancial communities. With a reputation for technological leadership, Marketwire off ers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy iR and PR workfl ow solutions and more—that help communications professionals maximize their eff ectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCnMatthews) in April 2006 andenjoying a combined history of 25 years of service, Marketwire is now majority-owned byOMeRs Capital Partners, the private equity arm of one of Canada’s largest pension funds.



the Chief Marketing Offi cer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. the CMO Council's 6,500-plus members control more than $300 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. in total, the CMO Council and its strategic interest communities include more than 20,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, europe, Asia-Pacifi c, Middle east, india and Africa. the council's strategic interest groups include the Coalition to Leverage and Optimize sales eff ectiveness (CLOse), LoyaltyLeaders.org, Marketing supply Chain institute, Customer experience Board, Market sense-Ability Center, Digital Marketing Performance institute, geoBranding Center and the Forum to Advance the Mobile experience (FAMe). More information about the CMO Council is available at www.cmocouncil.org.

ABOUT THE CMO COUNCIL

13.04.24 ExecSummary_final[3]

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