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ITSMA’s 2015 Marketing Leadership Forum

  • The Westin Verasa, Napa, CA

Marketing Leadership Forum 2015


Featured Speakers Agenda  |  Hotel Information

So much Noise. So little Signal. Until now.

Marketing leaders have so few opportunities to meet, discuss, and learn with peers on the top marketing issues facing our industry. 

Let’s change that.

If you’re looking for inspiration from movie stars or athletes from yesteryear, this isn’t the event for you. But if you’re thirsty for unbiased research, real talk from peers who have done the work and are reaping the benefits, and actionable insight you can take back to your teams, ITSMA’s Marketing Leadership Forum is where you need to be on June 2 – 3.

“Great, relevant content that I can take back to my
organization and start making changes.”

—Chad Pulley, Black & Veatch


Incomparable Value.

That’s what we all want, right? We’re all on the line to deliver incomparable value to our own organizations, and we expect incomparable value from thought leaders and our peers. There’s simply no time for anything less.

Exclusively for senior marketing leaders (we’re serious about that) on June 2 – 3, participants will benefit from a smaller, more intimate setting than most conferences, providing open dialogue, interaction, and networking.

You’ll interact with speakers from Unisys, Avanade, Teradata, and Salesforce who will be there along with your peers from a broad range of industry players.

Won’t you join us?

Planned Presentation and Discussion Topics

  • Leading Change and Transformation
  • Communicating Marketing’s Impact and ROI to the C-Suite
  • Developing & Managing the Marketing Talent of the Future
  • Capitalizing on Marketing’s New Tools and Technologies
  • Delivering an Omnichannel Customer Experience in B2B
  • Moving from Nurturing Leads to Nurturing Relationships
  • Understanding the 7 Dimensions of Thought Leadership Mastery
  • Improving the Organization’s Ability to Bring Clients New Ideas and Innovation

Featured Speakers

  • Neil Blakesley, former VP/CMO, Marketing at CSC and BT Global Services
  • Bev Burgess, Senior Vice President & ABM Practice Co-Leader, ITSMA Europe
  • Nicole France, Senior Editor, Thought Leadership & Research, ITSMA
  • Mani Dasgupta, CMO, North America, Capgemini
  • Renee Duvall, Vice President, North America Marketing, Avanade
  • Carlos Hidalgo, CEO & Principal, ANNUITAS
  • Judy Jones, Client Satisfaction & Loyalty Leader, Unisys
  • Christopher Lochhead, Co-founding Partner, Play Bigger Advisors (former CMO at Mercury Interactive & Scient)
  • Laura Longcore, General Manager, Worldwide Enterprise Services, Microsoft
  • Wayne McCulloch, Senior Vice President, Salesforce University
  • Bridget Perry, Vice President, Americas Marketing, Adobe
  • Joe Scheuermann, Vice President, Marketing, Trifacta
  • Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA
  • John Shumadine, Director, Market Insights, Brand & Eminence Operations, Deloitte Services LP

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 2015 Services Marketing Budget Allocations and Trends
  • Account Based Marketing
  • Brand Positioning & Differentiation
  • Client Engagement/Advocacy/Loyalty Programs
  • Industry Marketing
  • Lead Generation & Nurturing
  • Marketing Automation
  • Marketing Metrics & Measurement
  • Persona Marketing
  • Sales Enablement
  • Solutions Marketing
  • Storytelling
  • Thought Leadership Marketing
  • Or suggest a topic and we’ll see what we can do

Who Should Participate

ITSMA’s 2015 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 – Monday Evening – June 1

Join Forum participants at the first opportunity to meet and reconnect as a group. Dress casually and relax with new friends and old.


Monday, June 1

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


Tuesday, June 2

8:00 am Registration & Continental Breakfast
8:30 Kickoff and Opening Remarks
Dave Munn, President & CEO, ITSMA
8:45 Communicating Marketing’s Impact to the C-Suite
Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA
9:45 Networking Break

Category Design: The Discipline of Creating and Dominating New Markets
Chris Lochhead, Co-founding Partner, Play Bigger Advisors, & former CMO at Microstrategy, Scient, & Vantive

The company that designs the space is best positioned to dominate it. This simple, powerful idea is changing the way people think about company building. To increase the odds, savvy marketers are proactive about designing their solutions, their company, and their category. The goal of category design is to create a new space and become the Category King. Category designers go beyond traditional thinking about marketing, positioning, product management, and sales strategy to proactively condition a market to view their new innovations as:

  • Different than what has come before

  • Solving a big, urgent problem in a new way

  • And worthy of increasing investment

In this session, you’ll learn the critical elements of Category Design as well as the practices of Category Kings to help increase your odds of success in the markets you serve, and especially the markets you create.


Deloitte’s Thought Leadership Journey: Making it Matter
John Shumadine, Director, Market Insights, Brand & Eminence Operations, Deloitte

Until 2012, Deloitte’s thought leadership production was like that of most professional services firms. It ranged from insightful to run-of-the-mill. Deloitte developed a thoughtware strategy, centralized key production processes, and improved it’s perennial thoughtware quality ranking from being in the bottom third of consulting firms to entrenching itself in among the top 5 firms for the past two years. At its current #2 ranking, Deloitte is beating out all consulting strategy firms known for insightful research. This discussion will address what Deloitte did, how it’s doing, and where it’s going on it journey to lead thought leadership in the profession.

12:00 pm Lunch

Moving to the Cloud – Mastering the Integration Challenge of Sales, Marketing & Delivery
Laura Longcore, General Manager, Enterprise Services, Microsoft

Like many Services companies, Microsoft is facing a changing landscape driven by new demands from customers, accelerated technology releases, and shifting business priorities. In this session, Laura will highlight the journey to drive alignment across Sales, Marketing, and Delivery to launch new solutions in a cloud-based world.  She will discuss the challenge of shifting business models, balancing new innovation with delivering on business results, and the culture change required to thrive during these transformative times.

2:15 Education and Training at the Forefront of Customer Engagement:
Driving Satisfaction, Loyalty, and Growth
Wayne McCulloch, Senior Vice President, Salesforce University
3:00 Networking Break

Connecting the Dots to Drive Innovation, Uplift Client Satisfaction, and Strengthen Client Loyalty
Judy Jones, Client Satisfaction & Loyalty Leader, Worldwide Marketing & Communications, Unisys

With the increasing importance of innovation to client satisfaction and business growth, Unisys’ Marketing team put corporate programs and measures in place to validate intuition, act on client feedback, improve perception, and drive greater loyalty with target clients.

4:15 Burning Issues Discussions – pick a topic – Facilitated by ITSMA

– Advancing Thought Leadership 
– Enabling Sales to Drive Innovation with Clients
– Aligning Internally (Marketing, Sales, Delivery) to Bring New Offerings to Market
– Accelerating Growth with Account Based Marketing
– Improving Lead Management Practices & Results

5:00–5:15 Day One Wrap-up & Discussion
Dave Munn, President & CEO, ITSMA
5:30–7:30 Networking Reception


Wednesday, June 3

7:30 am Continental Breakfast
8:00 Welcome Back & ITSMA Update
Jeff Sands, Vice President & ABM Practice Co-Leader, ITSMA
8:15 am

The Missing Link in Successful Demand Generation
Carlos Hidalgo, CEO Annuitas

In recent Enterprise B2B Demand Generation Study, ANNUITAS found that only 2.8% of organizations rate themselves as highly effective in Demand Generation. The unfortunate reality is that many organizations are struggling with demand generation because they take a very tactical approach in their attempt to generate quality leads for their sales team. If marketers are going to succeed in connecting with Buyer 2.0, they must move from a tactical to a strategic, buyer-centric approach to their demand generation by developing a Demand Process℠ for their organization and this means implementing change. Change Management is an essential component of any Demand Generation Strategy and is too often overlooked by executives in the planning process.
In this session you will learn:

  • What are the fundamentals for Strategic Demand Generation

  • How to eliminate a tactical focus and move into a buyer-centric strategy mindset

  • How to build a Buyer-centric content marketing strategy

  • Where Change Management fits into the strategic approach

9:00 am Capitalizing on Marketing’s New Tools & Technologies
Nicole France, Senior Editor, Thought Leadership & Research, ITSMA
Kathy Macchi, Senior Associate, ITSMA
9:45 am Networking Break
10:15 am Facilitated Discussion & Peer Sharing:
Shaping Your Marketing Tools and Technology Strategy & Direction

Neil Blakesley, former VP/CMO Marketing at CSC and BT Global Services
Nicole France, ITSMA
Kathy Macchi, ITSMA
11:00 Panel Discussion: Marketing Transformers— Lessons from the Front Lines
Facilitator: Bev Burgess, Senior Vice President & ABM Practice Co-Leader, ITSMA Europe
Mani Dasgupta, CMO, North America, Capgemini
Renee Duvall, Vice President, North America Marketing, Avanade
Bridget Perry, Vice President, Americas Marketing, Adobe
Joe Scheuermann, Vice President, Marketing, Trifacta
12:00 Closing Remarks – Shaping Marketing’s New World to Deliver Incomparable Value – Attendee Priorities and Forum Takeaways
Dave Munn, President & CEO, ITSMA
12:15 Boxed Lunch

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

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:

June 2-3, 2015


  Until 4/30 5/1 up to Forum Onsite
Members: $1,595 $1,795 $1,895



$2,295 $2,495

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 Verasa
1314 McKinstry Street Napa, CA 94559
Phone: +1-707-257-1800


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 a participant of ITSMA’s Marketing Leadership Forum.

Reservations: 888-627-7169

Online Booking: https://www.starwoodmeeting.com/StarGroupsWeb/res?id=1410067262&key=3DDEA84

Room Rates:

Available until May 15, 2015 – Does not include $20 nightly amenity fee.
$219 Deluxe Room (May 31-Jun 3)
$299 Deluxe Room (June 4-6)

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
Distance from Westin Verasa: .11
Napa River Inn at the Historic Napa Mill
Distance from Westin Verasa: .55
Embassy Suites Napa Valley
Distance from Westin Verasa: 1.01
Marriott Napa Valley
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. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.cbp.dhs.gov/esta/

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.


Fees & Hotel Info

With a rare opportunity to explore core strategic challenges with a select, invitation-only group of peers, our line up of speakers will challenge your thinking on today's most pressing topics and trends.

Fees and Hotels


The Westin Verasa, Napa
1314 McKinstry Street, Napa, CA, 94559
Venue phone
Venue website

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