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2013 Marketing Leadership Forum

May 29, 2013 @ 12:00 am - May 30, 2013 @ 12:00 am EST

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 Changing Nature of the CMO
  • Becoming a Proactive, Adaptive, and Global Marketing Organization
  • Measuring and Communicating Marketing Performance
  • Using Outcome-based Performance Metrics to Connect Marketing to Business Results
  • Realizing the Promise of Marketing Technology
  • Accelerating Your Sales Pipeline
  • Five Steps to Becoming a Social Business
  • Challenging your Clients and Prospects with Thought Leadership Selling
  • Simplifying Your Portfolio to Enable Sales
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:
  • Any of ITSMA’s research, including 2013 Services Marketing Budget Allocations and Trends
  • Account Based Marketing
  • Brand Positioning & Differentiation
  • Client Engagement/Advocacy/Loyalty Programs
  • Industry Marketing
  • Lead Generating & Nurturing
  • Marketing Automation
  • Marketing Metrics & Measurement
  • Relationship Marketing
  • Sales Enablement
  • Solutions Marketing
  • Thought Leadership Marketing
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 cjefferson@itsma.com.

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 pmWelcome Reception & Pre-Registration

Wednesday, May 29, 2013

8:00 amRegistration & Continental Breakfast
8:30Kick-Off and Opening RemarksDave Munn, President & CEO, ITSMA
8:45The Changing Nature of the CMO as a Systems ThinkerKatharyn White, Vice President, Marketing, IBM Global Business Services[spoiler intro=”Read more about the presentation”]In this session Katharyn will cover what she believe are the Three Imperatives for the Marketing Profession:
  • Understanding the customer as an Individual
  • Delivering value at every touch point
  • Both of the above done well will help fulfill the brand promise in a way that the culture and brand are authentically one
Katharyn will cover examples in each case of how a number of companies, including IBM, have been able to do these very well.[/spoiler]
9:45Networking Break
10:15Realizing the Promise of Marketing TechnologyJulie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA[spoiler intro=”Read more about the presentation”]Technology has finally come to the marketers. One of the last corporate functions to be automated, marketing is on the brink of greatness.  The promise of higher quality leads, increased pipeline, and the ability to attribute revenue to marketing touches is either here or within reach–only the brass ring continues to elude us. Reaping the benefits of marketing technology isn’t easy. Recent ITSMA research uncovers the key challenges and provides insights into how the B2B marketing frontrunners are leveraging technology to improve results. [/spoiler]
11:00The Business Impact of Marketing Technology: Accelerate your Sales PipelineMeagen Eisenberg, Vice President, Demand Generation, DocuSign[spoiler intro=”Read more about the presentation”]Learn how DocuSign uses marketing technology to fill the funnel and accelerate the sales pipeline – mapping the buyer’s journey to the sales cycle.  The results:  Pipeline doubled and then tripled, revenue jumped and churn reduced significantly.  Meagen’s presentation will highlight lead scoring, lead routing, content marketing, and nurturing best practices.  She will also share her deep experience with marketing automation software and other marketing technologies.  You’ll leave with some good examples and insight that you’ll be able to implement at your company.[/spoiler]
11:45 pmLunch
1:15Social: An essential component of pervasive B2B marketingRoxane Divol, Principal, McKinsey
2:15Five Steps to Becoming a Social BusinessRichard Margetic, Director, Global Social Media, Dell[spoiler intro=”Read more about the presentation”]Exploration of the five steps Dell took to become a social business, from the definition of the core social media strategy to embedding social media across the fabric of the company. In 2006, Dell entered social media and the lessons learned through the past seven years will be covered in-depth. Topics include the defining of social value drivers, the importance of communication and the necessity of measurement and how to get buy-in across all organizations.[/spoiler]
3:00Networking Break
3:30Using Outcome-based Performance Metrics to Connect Marketing to Business ResultsLaura Patterson, President, VisionEdge[spoiler intro=”Read more about the presentation”]Measuring and communicating marketing performance remains a big issue for most marketing leaders.  The pursuit of the marketing performance holy grail has been in full force for over a decade, yet few marketers have mastered the challenge.  This interactive session will provide insight and ideas and even some practice time into on how to:
  • Connect marketing activities to business objectives
  • Create and select outcome-based metrics
  • Develop the data chains to fuel an actionable marketing dashboard
  • Understand the elements needed to build a performance management roadmap[/spoiler]
5:00–5:15Day One Wrap up and DiscussionDave Munn, President & CEO, ITSMA
5:30–7:30Networking Reception

Thursday, May 30, 2013

7:30 amContinental Breakfast
8:00Welcome Back & ITSMA UpdateJeff Sands, Vice President & ABM Practice Lead, ITSMA
8:15Becoming a Proactive, Adaptive, and Global Marketing OrganizationRobert Thong, Founder & Executive Chairman, Unleash[spoiler intro=”Read more about the presentation”]Marketing leaders are facing an incredible period of change and in many cases are struggling to stay ahead of the curve. Its external role is growing, imparting thought leadership to clients and prospects through various channels, including social media, advisory councils, and engagement programs. Internally, it is also under pressure to have a direct impact on the business, adding more value to Sales and to Delivery across the globe. So Marketing leaders need to raise their game when engaging internally and externally. This session will focus on the behavioral and capability aspects of such a proactive, adaptive, and global Marketing organization. And how to become one![/spoiler]
9:15Networking Break
9:45Marketing’s Transformation at HCL: Gaining a Seat at the TableAnubhav Saxena, Senior Vice President & Global Head of Marketing, Strategy, Alliances, HCL
10:30Transforming the Services Portfolio: Simplifying to Enable SalesMatt Hurley, Vice President, Strategy & Marketing, Juniper Networks[spoiler intro=”Read more about the presentation”]Perception is reality, and when the Services team within Juniper Networks received input about the perceived complexity of Juniper’s Services and Support portfolio, action had to be taken.  Matt will present the strategy and actions that the Juniper Services Marketing team undertook to conduct the right research, align with corporate strategy, align with sales and marketing strategies and simplify the overall message, resulting in positive reactions from executives, sales, partners and customers.  Matt will discuss how the team used research to understand the scope of the problem, the methods used to develop the plan and how the story was actually simplified for maximum benefit.[/spoiler]
11:15Challenging Your Clients & Prospects with Thought Leadership SellingJeff Sands, Vice President & ABM Practice Lead, ITSMA
11:45Closing RemarksDave Munn, President & CEO, ITSMA
12:00Boxed Lunch
Please note: ITSMA reserves the right to make changes or substitutions to this event.


Display Sponsor

CFO MagazineCFO 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.com, 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 dmullenger@itsma.com for more information.

Fees and Hotel Information

Event Date:May 29-30, 2013
Now thru 4/305/1 up to Forum
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 info@itsma.com
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 Innhttp://www.riverterraceinn.com/Distance from Westin Verasa: .11
Napa River Inn at the Historic Napa Millhttp://www.napariverinn.com/Distance from Westin Verasa: .55
Embassy Suites Napa Valleyhttp://embassysuites1.hilton.com/Distance from Westin Verasa: 1.01
Marriott Napa Valleyhttp://www.napavalleymarriott.com/Distance 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 cjefferson@itsma.com 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: https://esta.us/

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@itsma.com.
  • Full refund or future event credit given 30+ days prior to the event
  • $250 cancellation fee 15-29 days prior to the event
  • No-shows will incur the full event fee
  • Substitutions approved by ITSMA are permitted

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.

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