Dive Brief:
- The CMO Club, which is comprised of some 700 marketing executives, has launched a"vendor rating program" (think: a "Yelp" for marketing) to share vendor and agency experiences.
- Recommendations cover 18 product and service categories ranging from advertising to analytics.
- Agency execs think the space is heading toward transparency and this group is indicative of the trend.
Dive Insight:
Marketing executives are sharing inside information on vendors and agencies. The CMO Club was, founded in 2013, made a more public push recently with its "vendor rating program." To review a service partner, members go through a list of 15 questions including drop-down menus and open-ended questions with rankings on quality of service, deliverable timeliness, pricing and service.
The CMO Club ratings are not going to be available publicly, and so far according to Peter Krainik, founder of the group, the reviews are mostly positive recommendations. He told Ad Age, "Because CMOs are so busy, they're writing about what they recommend."
