1、CMO Council ReportNational Brands Kickstart Local Demand 2022 CMO Council All rights reserved.2TABLE OF CONTENTSMarketers Sound OffExpert CommentaryExecutive PerspectivesSponsors And PartnersSECTION III20INTRODUCTION3Local Partner ChannelRevenue Gain From The Local Demand ChainBig Brand BlindspotMil

2、lions Of Wasted DollarsReimagine Marketing TogetherSECTION I5Digital Marketing TacticsLeft Behind in Digital TimesDigital Leads To Local AwarenessFacing Your Digital Marketing FearsSECTION II13NATIONAL BRANDS KICKSTART LOCAL DEMAND 2022 CMO Council All rights reserved.3When local and small businesse

3、s stumble,a national brands revenue tumbles.A third of national marketers say 40%or more of their companys revenue comes from local business partners,yet studies show less than 30%of small businesses have fully recovered from the pandemic.Do the math,and youll see a lot of lost revenue.As a national

4、 marketer,you need to drum up local demand for a fragmented channel of distributors,wholesalers,big box retailers,mom-and-pop stores,branches,dealers,agents,franchisees,field offices,resellers and merchants.Thats a lot to ask,but its also your job.More than four out of five national marketing leader

5、s say theyre responsible for growing revenue and managing performance of local partners through local partner channel marketing programs.With so much riding on these programs,how are they performing?Brace yourself for key findings in our report:75%of national marketing leaders either have only a mod

6、erate understanding(40%),limited understanding(29%)or no understanding(6%)of local partners,their challenges and how to optimize their performance.55%say the overall effectiveness of their local partner channel marketing program is only moderately effective or worse.44%say the overall utilization ra