In today’s digital world, individuals and businesses of all sizes need to learn how to build and safeguard their most important asset – their reputation. The total sum of the positive impressions that an individual, product or service, brand or organization makes on its stakeholders helps to build reputation equity. The stronger the reputation equity, the more easily it can overcome attacks. You can influence reputation, you can improve it, you can defend it or destroy it – but you can no longer control it completely. In the past, companies built reputation equity through advertising, public relations, customer relationship management, and more. In the digital age, they will continue to build it through these tools – all modified by digital technology.

No one ever chooses to do business with someone they dislike or don’t trust and respect. During this session attendees learn how to build and manage relationships resulting in business growth due to quickly establishing trust, respect and likability. This is critical to achieve as in all technical fields such as finance, engineering, architecture, IT, law and accounting, only about 15% of financial success is due to technical knowledge, while 85% is due to these human engineering skills.

Based on her recently published book of the same name, Jessie Paul will discuss how many small companies cause discontinuity in the business environment. These upstarts frequently challenge the established, large firms. Their marketing budgets are small in comparison to their competition, but leverage innovation and new marketing techniques to propel rapid growth. Leveraging her experience, she’ll share insights about the levers and channels that can be used to build brand at very little cost.

Companies need to position themselves to benefit from changing market conditions, once the recovery begins. In this presentation by Pierre Audoin Consultants (PAC), Jean-Christian Jung, SVP Consulting Services, analyzes the worldwide trends, solutions, industries and geographies and pinpoints the keys to success over the next two years.

Today’s economy calls for marketers to have a razor-sharp focus on reducing customer acquisition costs and increasing sales efficiency. This means that marketers need to shift from supporting, to enabling the sales team. Based on ITSMA’s latest research with providers and buyers, Julie will highlight how marketers can achieve outstanding results in three key areas:

• Fill the sales pipeline with high quality leads
• Accelerate movement of leads from one stage of the pipeline to the next
• Provide tools to help sales close the deals

David will share his experiences in helping enterprise-oriented and SMB marketers adjust their strategies, processes, and organizations to reap the benefits of digital capabilities. As digital marketing moves from the periphery to the center of marketing, the ad-hoc approaches most companies have taken in the digital space are no longer enough. Few CMOs or marketing executives have driven change programs on such a scale. David will provide a frank perspective on the tough areas for focus and case studies of techniques his clients have used to drive progress.

Whether it is the plethora of demand information now visible through more transparent supply chains or the unsolicited feedback now being shared about your brand through social networking and other web 2.0 technologies; never has there been more information available to CMO’s than today. However, is your marketing organization able to cut through this clutter to yield meaningful and trusted insights? Are these insights actionable? This presentation will describe this new level of intelligence required across enterprise, its implications for marketing measurement / metrics, and the transformation of the CMO role as a result.

In today’s environment, it’s become harder and harder to break into new accounts, with growth at existing accounts no guarantee. Although there are a lot of new and creative marketing programs that can work, few companies are looking internally at their own delivery forces and leveraging them as well as they can to help expand business with current and new clients. David will discuss how to activate client facing service delivery professionals through a repeatable program and process for expanding client relationships in order to generate new leads, grow revenue, and differentiate from competitors.

Bernadette has a philosophy – the ultimate measure of marketing success must be aligned with sales goals – closing deals and supporting the customer. Any type of marketing effort that is to succeed must be clearly understood and “bought in” by sales. Bernadette will discuss how she leads and drives CA’s marketing efforts to align with sales initiatives and customer support. She will discuss how she has transformed the marketing organization to make it accountable to sales – close deals and provide best-in-class customer support. Nixon will give real-world examples to demonstrate how she created metrics to measure the marketing and sales successes and how she uses these metrics to drive the marketing teams forward and reward success.

Account-based Marketing has proven across the industry to be a high impact program. Join Dave as he describes the four-year journey taken by Oracle to grow account-based marketing into over 100 accounts spanning the globe. Learn how the program was set up and evolved, why there is strong executive support, a growing cadre of account-focused marketing experts, and fully engaged sales teams. For Oracle, there is a formula for success and it includes an aligned organization, innovation, reusable assets, measurement, and a laser focus on customer value.