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ITSMA’s 2016 Marketing Leadership Forum: Embracing the Digital, Agile Future

  • The Westin Verasa, Napa, CA

Speakers | Agenda | Pricing and location


Marketing leaders continue to face enormous pressure to do more with less… and do it all faster.

Agile Marketing is just the latest in a list of “urgent” priorities, jostling for attention amid the race to deepen customer insight, strengthen thought leadership, shift full force to digital, leverage big data, and support the business transformation to everything as a service.

For marketing leaders today, the reality is that virtually every aspect of marketing strategy, planning, and organization is under review, even as the list of daily demands continues to grow.

ITSMA’s 2016 Marketing Leadership Forum provides senior technology, professional services, and other B2B marketing leaders with a rare opportunity to explore their core strategic challenges with a select, invitation-only group of peers.

Designed to optimize open dialogue and networking, the Forum takes place in the comfortable and intimate environment of The Westin Verasa in Napa, CA. Participation is limited to 50 marketing leaders to ensure a fully interactive and collaborative experience.

Featured Speakers


Who Should Participate

ITSMA’s 2016 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 [email protected].

Welcome Reception – Monday Evening – May 23 – Solera Courtyard

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


Monday, May 23 – Solera Courtyard

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


DAY ONE – Tuesday, May 24 – Amphora Ballroom

8:00 am Registration & ITSMA’s Continental Breakfast
8:30 Kickoff and Opening Remarks
Dave Munn, President & CEO, ITSMA
 8:45 Accelerating the Move to Agile Marketing
Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA

Read more about the topic

The pace of change in marketing is accelerating and marketers are still being asked to do more with less. Consequently, marketing has to move quickly to keep up. ITSMA’s hot-off-the-press survey on marketing agility explores how companies are increasing the ability of their marketing organizations to move quickly and respond to change. Julie Schwartz, ITSMA’s SVP of Research and Thought Leadership, will share the results of this survey to provide you with new ideas and approaches to increase your marketing organization’s agility.

 9:45 Networking Break
 10:15 Embracing Agile at Dell Services
Mona Charif, Vice President, Marketing & Communications, Dell Services

Read more about the topic

Mona will share the drivers behind her marketing organization’s journey with “agile,” the reasons they adopted the methodology, and what they’ve accomplished/learned in just a few months. Mona will also discuss next steps/future plans for agile marketing at Dell Services.


Exercise: Bringing Agile Into the World of Marketing
Bernie Maloney, Enterprise Agile Coach & Trainer, Persistent Systems
Sunder Sarangan, CMO, Persistent Systems

Read more about the topic

Does your marketing organization strain to prioritize the portfolio of work? When there’s contention for bandwidth, do you have rough objective measures to help balance different priorities? What would it mean if you and your teams could achieve these outcomes rapidly, AND have some fun? Agile teams routinely encounter work that can be difficult to size – and this is very applicable to the world of Marketing. Agile teams use an element of play to loosen up these situations and creatively address the challenge.

Using brain-based estimation games, the audience will:

• apply wisdom of the tribe to align priorities AND assign rough values

• balance key components of priority beyond basic monetary elements of cost or revenue

• be able to describe one way to apply these tools to multi-dimensional situations

• see an example of how to get real work done, while having fun

12:00 pm Lunch – Solera Courtyard
1:30 Champion Marketing: Learning From How B2B Decisions are Really Made
Wayne Cerullo, Founder, B2P Partners

Read more about the topic

B2B marketing needs to update its view of the purchase consideration process and how providers are getting selected. The traditional concepts of influencer and corner-office decision-maker are outmoded and miss other, more important dynamics. Using examples from our recent research, we will examine four changes in how B2B companies are making provider decisions and their implications. In response, we will offer four methods we have found that address these challenges. You will learn:

• What B2B prospects wish providers would focus on more

• The unspoken obstacle that keeps prospects from choosing providers

• The key persona you are missing

• The unaccounted role that sways so many provider decisions

Discussion session: Learn from your peers about the new developments they are seeing most in their selling environment and their relative importance and share ways to address those issues. Share your experience with the champion phenomenon and its implications for your company. Discuss the suggested ways to address this challenge and the obstacles to implementing them.


Hot Topic Discussions
This session will give participants an opportunity to meet with peers and discuss their top challenge(s) as it relates to one of the listed topics. Facilitated by an ITSMA expert.  

• Account Based Marketing           • Marketing Measurement
• Champion Marketing                    • Marketing Automation/Technology
• Field/Vertical Marketing              • Thought Leadership Marketing

 3:00 Networking Break
 3:30 Optimizing Content Marketing: Trends and Priorities for Industry Leaders
John Hall, CEO, Influence & Co. and columnist with Forbes.com

Read more about the topic

In a world of the informed and empowered buyer, companies need to authentically engage with buyers in the formats and channels they prefer on the topics they care about. But to effectively utilize content and thought leadership as the drivers of your marketing efforts, you need to understand its current state and where it’s headed. John Hall, CEO of Influence & Co., a thought leader in content marketing, will discuss new and emerging trends that companies need to know, and where to capitalize on these opportunities. He’ll discuss topics ranging from Ad blocking, executive branding, seasonal content, micro-moments, visual content, mobile trends and more

4:15 Panel Discussion: Rethinking Marketing for a Product as a Service World
• Chris Williams, CMO, Amdocs
• Steve Pinedo, Vice President, Oracle Global Cloud, Customer Success, Oracle
• Caroline Robertson, Director, Services Marketing, Cisco Systems
Facilitator: Rob Leavitt, Senior Vice President, ITSMA
 5:15 Day One Wrap-up & Discussion
Dave Munn, President & CEO, ITSMA
5:30–7:30 pm Networking Reception & Wine Tasting – Solera Courtyard


DAY TWO – Wednesday, May 25 – Amphora Ballroom

7:30 am ITSMA’s Continental Breakfast
8:00 Welcome Back & ITSMA Update
Rob Leavitt, Senior Vice President, ITSMA
 8:15 Exploring New Thought Leadership Platforms, Branded Channels, and Curation Approaches
Jonathan Copulsky, CMO, Deloitte Consulting & Chief Content Officer, Deloitte LLP

Read more about the topic

Deloitte has long been a leader in developing and promoting thought leadership. When Copulsky took over thought leadership marketing five years ago, though, the effort had lost programmatic focus. Quantity was trumping quality; broad coverage had become more important than strategic direction. Copulsky will describe Deloitte’s journey, successes, and lessons learned in the effort to revitalize thought leadership with tighter business focus, innovative research and partnerships, and investment in new platforms, channels, and curation approaches.

 9:00 Audience Marketing in the Cloud
Penny Delgadillo Valencia, SVP, Global Audience Marketing & Line of Business, SAP

Read more about the topic

This session will outline the challenges, lessons learned, and secrets to success in establishing an audience marketing function at business software maker SAP as the company transitions to a cloud business model.

 9:45 Networking Break
10:15  What B2B Marketing Execs Need to Know about Leveraging Big Data
Dr. Charles Styker, Chairman & CEO, Venture Development Center

Read more about the topic

Known as the “Father of Data”, Dr. Charles Stryker will discuss what B2B marketing execs need to know about the evolving magnitude of big data, how to leverage data to improve marketing decisions, and how to monetize your data.  He will also plan to share various examples from his work with Big Data market leaders and early stage companies.

 11:00 The 7 Drivers of Digital Transformation
Melissa Lemberg, Global Partner, IBM Interactive Experience

Read more about the topic

Melissa will discuss the key drivers for digital transformation, focusing on the customer experience and ways marketers (and organizations) need to improve how they engage with customers in a more tailored, personalized way. She will include B2B and B2C industry examples including some areas at IBM where they have used design thinking to improve the customer experience.

 11:45 Attendee Priorities & Forum Takeaways
Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA Europe
Closing Remarks
Dave Munn, President & CEO, ITSMA
12:15 pm Boxed Lunch – Solera Courtyard


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

1:1 Meetings with ITSMA Subject Matter Experts

Interested in a side discussion on one of your strategic challenges? Let us know when you register and we’ll schedule a 30-minute informal meeting for you with an ITSMA expert during the Forum. Topics could include budget and strategic planning, account based marketing, moving to agile, thought leadership, customer engagement and loyalty, professional development for your team, or more.

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 [email protected] for more information.

Westin Verasa

Fees and Hotel Information

Event Date:

May 24-25, 2016


Early Bird
thru 4/15

4/16 – 4/30
Members: $1,695 $1,895 $2,095
Non-members: $1,995 $2,295 $2,595

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 [email protected]

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. There is a 3-day cancellation policy.
Room Rates:
Available until May 6, 2016 – Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$229 Deluxe Room (May 22-25)
$399 Deluxe Room (May 26-28)
Online Booking:
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 [email protected] 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, Refund, and Photo Policies

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to [email protected].

  • 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

Participants at this event agree to allow ITSMA to take photos during the event. Pictures captured by ITSMA’s photographer may be used in future promotional materials or presentations. For questions or concerns, please contact us at [email protected].

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
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