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Research Review

August, 2007

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Background Desire to better understand wants and

needs of CMO Review Secondary Literature Qualitative Research – Phase 1

“friends” of the AMA Initial topline at earlier KD meeting Final Report not yet shared

Qualitative Research – Phase 2 Include a more diverse audience

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Phase 2: List of Participants

Peter Blackshaw, CMOBuzzMetricsOH

John Buleza, CMOLillian Vernon Catalogue CompanyVA

Janice Caston, CMOGreenfield OnlineCT

Ross Chun, VP, CMO Index Technologies, Inc.CA

Chad Damerell, CMOCadence GroupGA

Theresa Davis, CMOHospice of ChattanoogaTN

Elizabeth Diedrich, CMOImagewerks MarketingMN

Sanjay Dua, CMOTeak Technologies CA

John Fallon, CMOThe College BoardNY

John Graf, VP, CMOPriority Hospitality GrpPA

Pecane Jennings, CMOSQNVA

Rich Jernstedt, CMOFleishman-HillardIL

Jeff McKay, CMOBuck ConsultantsIL

Mike O’Brien, CMOSt. Louis Community Credit UnionMO

David Owens, CMOOhio State Medical AssociationOH

Carl Maier, CMOInland Empire Health Plan/HMO CA

Steven Talbot, Mktg Dir Evident Technologies, NY

Earl Taylor, CMOMarketing Science Institute MA

Gisele Gofman, Mktg MgrPolitecBrasil, Brazil

Heung Sang Wang, CMOMark Ling Group, LTDHong Kong, China

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Phase 2 : Participants’ Backgrounds

When asked if they had always been in marketing, the sample was split 50% YES and 50% NO. Of the respondents who an-swered NO, they came from various career paths, includ-ing:

Architecture, City Planning, Program Manager

CEO, PR, Product & Corporate Branding, Consulting

Project Mgt. & General Mgt.

Attorney

Professor

Financial Planning & Software

Accounting & Product Mgr

Insurance sales, recruiting, PR, and advertising

Banker and insurance broker

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Phase 1 Qualitative;Summary of Wants/NeedsBetter Understanding the Changing World Around Them

“Twenty years ago, the marketplace was “one size fits all” marketing; today, there is no single captive audience.”

Measuring Marketing Effectiveness

“It’s the single biggest challenge that we have.”“At the end of the day, trying to measure the effectiveness of an initiative so that you can draw conclusions about what you do next is a major issue.”“Everybody says they have a case study on how to track effectiveness. It never really is what they say it is, so I think it’s very poorly done.”

Branding the Product or Service

“Getting a truly recognized brand is the ongoing goal ... it will make the business easier and it will mean that we have done the right things to get that awareness ... and understanding.”“(People within our organization) say, ‘What’s the brand worth to me?’ We don’t have a clue of how to even go through the process of saying what it is worth.”

Innovation “(Leveraging innovation) is huge. We do that all day long. It’s just all about listening to customers’ needs and then responding with a technical solution, and then spinning that into a story that sells.”

Staffing the Marketing Department

“I inherited a large number of people ... They’re good tacticians ... I think if you’re going to market smarter, you’ve got to be strategic.”“What we are trying to do is ... understand who can think strategically and who gets to do the tactics.”

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Phase 2 Qualitative;Summary of Wants/NeedsBetter Understanding the Changing World Around Them

“media fragmentation is a huge item”“there are many, many new media vehicles that compete for the attention of key audiences”

Measuring Marketing Effectiveness

“I have no idea what constitutes good ROMI”

Branding the Product or Service

“making sure … the things we offer are targeted toward the segment of the population that actually wants them”“how can we differentiate our brand”

Innovation

Staffing the Marketing Department

Increasing Competition

“all of the firms are adjusting to this new level of competition. The market is in a state of flux”“all the companies have to prepare for globalization; that is really strong, more than ever”

How to Deal with Information Overload

“The key marketing challenge is information management overall”“How to assimilate, compile, and digest all the info out there”

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Phase 2 Qualitative;Implications

Content Implications Still room to teach the basics

Delivery Implications A need for even more basic, and possibly prescriptive, templates

In general, Phase 2 respondents are less sophisticated, which has implications for KD, especially for information dissemination