Marketing Leadership Forum 2013

Agenda | Sponsors | Fees & Hotel Info

Twitter #ITSMAMLF13


At the 2013 Marketing Leadership Forum – Increasing Value, Delivering Results, we will explore the issues that matter most to marketing leaders, who are in the midst of significant change and transformation as they adapt to changing customers, new technologies, emerging skills, and increased focus on adding real, measurable value to the business. As ITSMA’s primary event for senior marketing executives, you will have an opportunity to hear new ideas and approaches from industry leaders, interact with peers, meet with ITSMA subject matter experts, and have time to take a step back and reflect on your current initiatives and priorities.

Some of the key topics and themes that will be covered include:

The Marketing Leadership Forum is a small and intimate event that attracts numerous repeat attendees, and is designed specifically for senior B2B marketing leaders who want to advance their thinking in a peer sharing environment.

Featured speakers include:

Forum Quotes Animation

1:1 Meetings with ITSMA Subject Matter Experts

In addition, we are also excited to offer one-to-one meetings to enhance your Forum experience. Identify an area of interest (or question or issue) when you register, and we’ll schedule a 30-minute informal meeting for you with an ITSMA subject matter expert or associate during the Forum. Meeting times are limited, so let us know what you want to talk about. A sampling of some of the topics you might consider includes:

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!

Who Should Attend

ITSMA’s 2013 Marketing Leadership Forum is designed specifically for senior marketing and sales executives at director-level and above. If you are unsure of your eligibility to participate, please contact Carolyn Jefferson at +1-781-862-8500, Ext. 121, or

Welcome Reception – Tuesday Evening – May 28

Eat, drink, and enjoy. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.


Tuesday, May 28, 2013

5:00–7:00 pm Welcome Reception & Pre-Registration

Wednesday, May 29, 2013

8:00 am Registration & Continental Breakfast
8:30 Kick-Off and Opening Remarks
Dave Munn, President & CEO, ITSMA
8:45 The Changing Nature of the CMO as a Systems Thinker
Katharyn White, Vice President, Marketing, IBM Global Business Services
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9:45 Networking Break
10:15 Realizing the Promise of Marketing Technology
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
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11:00 The Business Impact of Marketing Technology: Accelerate your Sales Pipeline
Meagen Eisenberg, Vice President, Demand Generation, DocuSign
Read more about the presentation Show
11:45 pm Lunch
1:15 Social: An essential component of pervasive B2B marketing
Roxane Divol, Principal, McKinsey
2:15 Five Steps to Becoming a Social Business
Richard Margetic, Director, Global Social Media, Dell
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3:00 Networking Break
3:30 Using Outcome-based Performance Metrics to Connect Marketing to Business Results
Laura Patterson, President, VisionEdge
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5:00–5:15 Day One Wrap up and Discussion
Dave Munn, President & CEO, ITSMA
5:30–7:30 Networking Reception

Thursday, May 30, 2013

7:30 am Continental Breakfast
8:00 Welcome Back & ITSMA Update
Jeff Sands, Vice President & ABM Practice Lead, ITSMA
8:15 Becoming a Proactive, Adaptive, and Global Marketing Organization
Robert Thong, Founder & Executive Chairman, Unleash
Read more about the presentation Show
9:15 Networking Break
9:45 Marketing’s Transformation at HCL: Gaining a Seat at the Table
Anubhav Saxena, Senior Vice President & Global Head of Marketing, Strategy, Alliances, HCL
10:30 Transforming the Services Portfolio: Simplifying to Enable Sales
Matt Hurley, Vice President, Strategy & Marketing, Juniper Networks
Read more about the presentation Show
11:15 Challenging Your Clients & Prospects with Thought Leadership Selling
Jeff Sands, Vice President & ABM Practice Lead, ITSMA
11:45 Closing Remarks
Dave Munn, President & CEO, ITSMA
12:00 Boxed Lunch

Please note: ITSMA reserves the right to make changes or substitutions to this event.


Display Sponsor

CFO Magazine

CFO Publishing LLC is the leading business-to-business media brand focused on the information needs of senior finance executives. The business consists of CFO magazine,, CFO Research Services, and CFO Conferences. CFO’s award-winning editorial content and loyal, influential audience make it a valued resource for its readers as well as an effective marketing partner for a wide range of blue-chip companies. CFO has long-standing relationships with more than a half-million financial executives across industries, region, and company size.

Sponsorship Opportunities

Sponsoring ITSMA’s Marketing Leadership Forum is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at for more information.

Fees and Hotel Information

Event Date: May 29-30, 2013
Now thru 4/30 5/1 up to Forum
$1,495 $1,795
$1,895 $2,295
Member price:
Non-member price:
Fees include Forum materials, continental breakfasts, lunches, refreshments, and receptions.
*Contact ITSMA for details about special discounts for three or more participants from your organization. Details at
Event Location: The Westin Verasa1314 McKinstry StreetNapa, CA 94559
Phone: +1-707-257-1800
Accommodation: Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Westin Verasa. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Marketing Leadership Forum.Online Reservations or call the hotel directly at +1-707-257-1800.
Room Rates: Available until May 15, 2013
$199 Deluxe King Room (May 26-30)
$269 Deluxe King Room (May 30-June 2)Plus a $20 mandatory  per night that includes valet parking; wireless high speed internet access throughout the hotel (include guest rooms); full use of the WestinWORKOUT Gym; full use of the heated saltwater pool and hot tub; access to the business center and all services (except shipping); local calls from guest rooms; daily newspaper upon request)
Hotel Information: Nestled on the banks of the Napa River, in the heart of North America’s premiere wine growing region, The Westin Verasa Napa is a serene, relaxing haven seamlessly blended with natural beauty and rich cultural heritage. Explore Napa’s beautifully restored architectural gems, attend outstanding performances in the renowned Napa Valley Opera House, frequent fine art exhibitions, drop in on jam sessions, and sample world famous cuisine.
Alternate Hotels: River Terrace Inn from Westin Verasa: .11
Napa River Inn at the Historic Napa Mill from Westin Verasa: .55
Embassy Suites Napa Valley from Westin Verasa: 1.01
Marriott Napa Valley from Westin Verasa: 1.91
Special Requests: If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at or +1-781-862-8500, Ext. 121.
International Travelers: Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information:

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.


ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, India, and Japan. Learn more at


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