Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain

Publish or Perish Report Cover PGN


Brand publishing – defined as the production, management, and distribution of marketing and sales content at scale – has become essential to the future growth of every business.

New research by the Brand Publishing Institute, sponsored by Forbes, found that brand publishing has emerged as a critical corporate competency because it is the lifeblood of modern marketing, and the key to managing the rapidly rising cost and complexity of content operations. Ninety-three percent of CMOs agree they need to become publishers, because well-organized and high-quality content has become the fuel that runs modern digital, mobile, and social marketing systems.Get Teh POP Report

Chief marketing officers will need to apply the best practices set out in this report if they are to manage the cost and complexity of content operations and ensure they have the resources, skills, and content they need to achieve their growth goals and personal management objectives. According to Brad McLane, Managing Director of RSR Partners: “CMOs that do not make the transition from marketing to publishing (content, curation, and community) put their growth strategies – and careers – at risk.”

The 145-page report evaluates the content creation, management, and distribution models of more than 280 global marketers. Our faculty members at the Brand Publishing Institute worked with Forbes to identify seven key points of control, leverage, and scale in the enterprise publishing process that CMOs will need to streamline and automate if they are to sustainably provision their modern marketing programs with effective marketing content.

This report identifies the top 100 ways to simplify, streamline, and automate the process of optimizing, distributing, and tracking content effectiveness. Examples include digital marketing, digital media, sales enablement, and content optimization platforms that help marketers take control of the content problem.

About the report

The Publish or Perish research initiative – based on a global survey of marketing executives, 50 expert interviews, and in-depth analysis of technology solutions – examines how leading marketers are migrating from an advertising model to a publishing model. This 100-page analysis identifies the seven key points of control, leverage, and scale that marketing executives will need to streamline and automate, transforming their organizations by:

  • Systematizing content sourcing, creation, management, and distribution in sales, marketing, and media channels
  • Integrating content supply chains into coherent end-to-end publishing processes
  • Building content optimization platforms that aggregate, organize, target, customize, and control marketing content across the enterprise
  • Better measuring and optimizing the effectiveness of their investment in marketing content, in sales, media, and marketing channels