CMO Council and Pointer Media Network
Discovering the Pivotal Point ConsumerTM
A Milestone Study on American Shoppers Who Drive CPG Brand Volume
Released at the end of 2008, this study challenges the 80/20 rule, which holds that 20% of customers normally account for 80% of sales volume. The study found that only 2.5% of shoppers make up 80% of the average CPG brand's volume. It's a powerful finding to challenge marketing to be more targeted than ever.
The McKinsey Quarterly
The Evolving Role of the CMO
David Court
"Many chief marketers still have narrowly defined roles that emphasize advertising, brand management, and market research. They will have to spread their wings." The article also includes specific ideas on how CEOs can help.
Harvard Business School Working Knowledge
Fixing the Marketing-CEO Disconnect
Q&A with Gail J. McGovern
Recently named President and CEO of the American Red Cross, Gail co-authored several papers on the topics of marketing, executive teams, and boards during her tenure as Professor at HBS. They're all worth reading at HBR Online (purchase required), but this one is free.
http://hbswk.hbs.edu/item/5674.html