Marketing Leadership Forum 2017:
Transforming Marketing for the Digital Future
May 23 and 24
ITSMA’s 2017 Marketing Leadership Forum
For nearly two decades, ITSMA’s annual Marketing Leadership Forum has brought together a select group of senior marketing leaders to explore the latest trends, best practices, and new thinking on marketing strategy and tactics with an intimate group of their peers.
This year’s theme, Transforming Marketing for the Digital Future, will focus on the emerging practices, skills, and tools, along with the organizational models, and cultural changes that marketing leaders are embracing to succeed in the digital future.
Featured speakers include:
- Julie Schwartz from ITSMA on Marketing’s Digital Transformation: Emerging Models, Roles, and Practices
- Joseph Puthussery, Vice President of Digital Marketing, Cisco, on Cisco’s Digital Marketing Journey
- Dr. Carmen Simon, cognitive neuroscientist and co-founder of Rexi Media, on The Science of Memorable Marketing (she’s author of Impossible to Ignore–Creating Memorable Content to Influence Decisions)
- Adele Revella, CEO of the Buyer Persona Institute, on Digitizing a Concierge Marketing Experience for Your Buyers (she’s author of Buyer Personas–How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business)
- Naveen Rajdev, CMO of Wipro, on Blurring the Lines Between Sales and Marketing in a Digital World
- Dave Hutchison, SVP of North America Marketing at SAP, on Transforming Field Marketing for Optimized Engagement
- Next Generation Account-Based Marketing panel with David Armijo, Services Marketing Director, Microsoft; Raianne Reiss, Director, Americas Marketing, Juniper Networks; and ITSMA Senior Associate Kathy Macchi
The rise of the connected economy and the digitization of everything have challenged B2B marketing leaders to transform almost every aspect of marketing. Amid the fundamental changes that our customers, partners, and our own companies are all addressing, our marketing organizations are mastering new digital channels and tools, new types of content and executive engagement, new sales enablement approaches, new sources of customer insight, and new agile and collaborative ways of working. The opportunities are enormous but the challenges are just as great.
This year’s forum once again provides B2B marketing leaders with a rare chance to step back from the daily grind and share ideas and experiences with a select, invitation-only group of peers.
The forum is limited to 50 marketing leaders (director to CMO level) to ensure an intimate and collaborative experience of open dialogue and networking.
If you’re not familiar with our annual Marketing Leadership Forum, learn about the 2016 event here and read the key takeaways from ITSMA President & CEO, Dave Munn. If you’re interested in learning even more about last year’s theme on agile marketing, check out our Accelerating the Move to Agile Marketing research.
Who Should Participate
ITSMA’s 2017 Marketing Leadership Forum is designed specifically for senior marketing leaders at director-level and above from technology, professional services, communications, health care, and other B2B sectors. If you are unsure of your eligibility, please contact Lisa Hafer at +1 781 862 8500, x118 or firstname.lastname@example.org.
Sponsoring ITSMA’s Marketing Leadership Forum is a great way to showcase your brand strength and gain visibility with senior-level marketing executives. Contact Dirk Mullenger at email@example.com to explore your opportunity.
Cancellation and Refund Policy
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to firstname.lastname@example.org
• 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
Earlybird tickets available! Register by March 31 for the best rate!
Please login to the site before registering for this event.
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.
Monday, May 22 – Solera Courtyard
- 5:00 - 7:00 pm
Welcome Reception & Pre-Registration
Tuesday, May 23 – Amphora Ballroom
- 8:00 am
Registration & ITSMA’s Continental Breakfast
Kickoff and Opening Remarks
Dave Munn, President & CEO, ITSMA
The Emerging Roles, Skills, Organization Models and Practices of the Digitally Enabled Marketing Organization
Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA
Blurring the Lines Between Sales and Marketing in a Digital World
Naveen Rajdev, CMO, Wipro Technologies
Cisco's Digital Marketing Journey
Joseph Puthussery, Vice President of Digital Marketing, Cisco Systems
Lunch – Solera Courtyard
Digitizing a Concierge Marketing Experience for Your Buyers
Adele Revella, CEO of Buyer Persona Institute and author of 'Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business'
More about this topic
Given the huge volume of digital content available, it’s possible to conclude that there’s nothing more to say — that the marketer’s job is to creatively package their message and deliver it through every relevant channel. Adele Revella challenges us to consider a different approach, revealing the information gaps buyers identified through more than a thousand in-depth interviews. Her session offers a compelling new way to build a strategy around the buyer’s perspective.
Hot Topic Discussions
- Accelerating sales with thought leadership and executive engagement;
- Building the digitally enabled marketing organization;
- Exploring next gen account-based marketing;
- Anticipating the next wave of marketing technology and tools
- among others3:00
Panel Discussion: Next Generation ABM
Raianne Reiss, Director, Americas Marketing, Juniper Networks
David Armijo, Services Marketing Director, Microsoft Corporation
Kathy Macchi, Sr. Associate, ITSMA5:15 –5:30
Day One Wrap-up & Discussion
Dave Munn, President & CEO, ITSMA5:30–7:30 pm
Networking Reception – Solera Courtyard
Wednesday, May 24 – Amphora Ballroom
- 7:30 am
ITSMA’s Continental Breakfast
Welcome Back & ITSMA Update
Rob Leavitt, Sr. Vice President, ITSMA
The Science of Memorable Marketing
Dr. Carmen Simon, Co-founder of Rexi Media and Author of 'Impossible to Ignore – Creating Memorable Content to Influence Decisions'
More about this topic
Customers and decision makers are constantly bombarded with requests for their attention, many of which unfortunately go ignored. Join this session to discover strategies for transforming your content into something worth noticing and remembering. To help us understand how people pay attention, remember content, and ultimately act on it, we look at the field of neuroscience, which reveals insights on how the brain processes information and tends to remember it – or, more often – forget it. Join us to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact. This is critical because both your internal and external audiences make decisions in your favor based on what they remember, not on what they forget.
1:1 Conversation on Transforming Field Marketing for Optimal Engagement
Dave Hutchison, Sr. Vice President of Americas Marketing, SAP
Attendee Priorities & Forum Takeaways / Closing Remarks
Rob Leavitt, Sr. Vice President, ITSMA
Julie Schwartz, Sr. Vice President, ITSMA12:00 pm
Boxed Lunch – Solera Courtyard
Please note: ITSMA reserves the right to make changes or substitutions to this event.Fees and Hotels
- Earlybird (March 31, 2017)
- Advanced (April 21, 2017)
- Standard (May 23, 2017)
- Non members
- Earlybird (March 31, 2017)
- Non members$1995
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@example.com
The Westin Verasa
1314 McKinstry Street Napa, CA 94559
AccomodationThe Westin Verasa, Napa
1314 McKinstry Street, Napa, CA, 94559Venue phone
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.
Available until May 1, 2017 – Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$269 Deluxe Room (May 21-23)
$349 Deluxe Room (May 24-27)
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.
ITSMA HOT TOPICS!