Marketing Leadership Forum 2018: Transforming Marketing Talent, Organization, and Culture
May 15 and 16
The rise of the connected economy is pushing and pulling all of our organizations to become more digital, innovative, and, well, connected.
The business transformation we’re living through is similarly driving our own efforts to reinvent marketing so we can move faster, collaborate more effectively, adapt more quickly, and bring entirely new approaches and offerings to market.
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 Talent, Organization, and Culture, put the spotlight on the form and function of your marketing operation—and the people who are at the center of it.
Building the new marketing organization and culture requires everyone from the CMO through functional team leads to individual contributors, partners, and contractors to work in new ways, develop new capabilities, and look toward new measures of success.
And it requires a fundamental rethink of how we prioritize and invest in critical aspects of marketing, including marketing strategy and planning, thought leadership and content, integration with sales, account-based marketing, customer experience and success, and internal systems and operations.
This year’s forum dug into new ITSMA research, member company case studies, and a range of essential questions and debates surrounding the best path forward with marketing transformation.
Featured speakers included:
- Julie Schwartz, Senior Vice President, Research and Thought Leadership, and Vincent Rousselet, Senior Director, ITSMA
- Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
- Erin Cresta, Vice President, Global Digital Strategy & Operations, Hortonworks
- Jeb Dasteel, Senior Vice President & Chief Customer Officer, Oracle
- Jennifer Jackson, Vice President, Demand Marketing & Operations, Teradata
- Colleen Kuesel, Americas Director of Marketing, EY
- Flynn Maloy, Vice President, HPE Pointnext Marketing, Hewlett Packard Enterprise
- Mike Marcellin, Senior Vice President & Chief Marketing Officer, Juniper Networks
- Ann Ruckstuhl, Senior Vice President & Chief Marketing Officer, Unisys
- Kavita Samuel, Director of Global Marketing Operations, Symantec
- Patti Sanchez, Chief Strategy Officer, Duarte, Inc.
- Alastair Sim, Vice President, Global Marketing, Asia Pacific, SAS Institute
- Alecha Stackle, Chief Marketing Officer, Thomson Reuters Tax & Accounting
Who Should Participate
ITSMA’s 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 for next year’s event, please contact Lisa Hafer at +1 781 862 8500, x118 or lhafer@itsma.com.
Sponsors
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Sponsorship Opportunities
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 dmullenger@itsma.com to explore your opportunity.
Cancellation and Refund Policy
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to lhafer@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
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 14 - Solera Courtyard
- 5:00 pm - 7:00 pm
Welcome Reception & Pre-Registration
Tuesday, May 15 - Amphora Ballroom
- 8:00 am - 8:30 am
Registration & Continental Breakfast
- 8:30 am - 8:45 am
Kickoff and Opening Remarks
Dave Munn, President & CEO, ITSMA
- 8:45 am - 10:00 am
Transforming Marketing Talent, Organization, and Culture
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
Vincent Rousselet, Senior Director, ITSMA
10:00 am - 10:30 amNetworking Break
10:30 am - 11:15 amTransforming the Organization: CMO Panel
Mike Marcellin, Senior Vice President & Chief Marketing Officer, Juniper
Ann Ruckstuhl, Senior Vice President & Chief Marketing Officer, Unisys
Alecha Stackle Chief Marketing Officer, Thomson Reuters Tax & Accounting
Facilitator: Vincent Rousselet, Senior Director, ITSMA
11:15 am - 12:00 pmIf Your Customer Isn't Successful, Neither Are You: Defining Marketing's Role in Customer Success to Drive Business Outcomes
Jeb Dasteel, Senior Vice President & Chief Customer Officer, Oracle
More Information
The difficult truth is that your customers don’t care about your innovation or your products; they care only about the results you can help them achieve. Marketing should make the customer—not the products—the centerpiece of your story.
Join Oracle’s Chief Customer Officer Jeb Dasteel for a discussion about marketing’s role in ensuring customer success to help drive business outcomes. Jeb will talk about why it is critical for companies to orient around customer success measures and how marketing can spur that transformation. He will delve into Oracle’s framework for customer success and discuss how to track value, placing importance on listening, engaging, and ensuring success. He will also talk about how the landscape is changing, including the emergence of social advocacy programs that enable customers to play a larger and more direct role in supporting marketing and customer success efforts.
12:00 pm - 1:30 pmLunch - Solera Courtyard
1:30 pm - 2:15 pmNew Ways of Working, New Ways of Engaging, Better Focus and Impact: Transforming EY Marketing
Colleen Kuesel, Director, Americas Markets, Ernst & Young LLP
More Information
Driving change through any global organization is difficult, but it’s especially challenging in a highly decentralized, entrepreneurial partnership like EY. In the US alone, EY has more than 100 different leaders making budget and marketing decisions. During the last two years, great strides have been made in reducing fragmentation, addressing both marketing demand and supply (resources), and moving toward a more integrated Brand, Marketing & Communications (BMC) organization. However, as the pace of client and market change continues to accelerate, so has the scope of transforming marketing.
In this session, Colleen will share her experience and lessons learned in helping BMC leadership and stakeholders in the Americas navigate change and unite under a common vision and purpose. She’ll discuss how transformation in the Americas has spurred a global movement to modernize the entire 1,800 person BMC organization worldwide. And she’ll outline the road ahead as BMC pushes even harder toward new ways of working, new ways of engaging, and better focus and impact for the era of digital transformation.
2:15 pm - 3:00 pmHot Topic Discussions
- Driving Executive Engagement with Thought Leadership & Collaboration
Rob Leavitt, SVP, ITSMA
- Transforming Marketing Skills, Organization Models, and Culture
Vincent Rousselet, Senior Director, ITSMA
- Scaling Account-Based Marketing
Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates
- Anticipating the Next Wave of Marketing Technology & Tools
Kathy Macchi, Senior Associate, ITSMA & VP, Consulting Services, Inverta
- Measuring and Communicating Marketing Impact & Results
Julie Schwartz, SVP, Research & Thought Leadership
3:00 pm - 3:30 pmNetworking Break
3:30 pm - 4:15 pmAre We Realizing the Promise of Martech?
Erin Cresta, Vice President, Global Digital Marketing & Operations, Hortonworks
Jennifer Jackson, Vice President, Demand Marketing & Operations, Teradata
Kavita Samuel, Director of Global Marketing Operations, Symantec
Facilitator: Kathy Macchi, Vice President, Consulting Services, Inverta & Senior Associate, ITSMA
4:15 pm - 5:00 pmInspire Change Through Speeches, Stories, Ceremonies, and Symbols
Patti Sanchez, Chief Strategy Officer, Duarte, Inc.
More Information
As a leader, you have the same potential not only to anticipate the future and invent creative initiatives, but also inspire those around you to support and execute your vision. Sanchez lays out a plan to help you lead people through the five stages of transformation using speeches, stories, ceremonies, and symbols. She will feature organizations who have mobilized people to embrace bold changes. To envision the future is one thing; getting others to go there with you is another. By harnessing the power of persuasive communication you, too, can turn your idea into a movement.
In this session, you will learn how to:
• Map out where your audience is on their path to transformation
• Overcome resistance, inspire enthusiasm, and motivate action
• Understand the structure of great communication and empathy
• Connect with your audience empathetically using speeches, stories, symbols, and ceremoniesThis session is for leaders and communicators who are tasked with persuading people to embrace ideas and carry them forward.
5:00 pm - 5:15 pmDay One Wrap-Up & Discussion
Dave Munn, President & CEO, ITSMA
5:30 pm - 7:30 pmNetworking Reception - The Atrium at the Culinary Institute of America
Wednesday, May 16 - Amphora Ballroom
- 7:30 am - 8:00 am
Continental Breakfast
- 8:00 am - 8:15 am
Welcome Back & ITSMA Update
Rob Leavitt, Senior Vice President, ITSMA
- 8:15 am - 9:00 am
HPE Redefines Technology Services Organization: Pointnext
Flynn Maloy, Vice President, HPE Pointnext Marketing, Hewlett Packard Enterprise
- 9:00 am - 9:45 am
Conversational Marketing: Creating Compelling Customer Connections
Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
More Information
Conversational interfaces allow people to direct devices and programs through natural dialogue. Chatbots (which integrate with messaging apps like Facebook Messenger) and virtual assistants (including Apple’s Siri and Amazon’s Alexa) are prime examples of conversational interfaces that have emerged in recent years. As adoption of conversational interfaces increases, so too will opportunities for B2B marketers to utilize them to better engage with clients, partners, and their own teams.
Copulsky will highlight the trends driving the rise of conversational interfaces, identify the types of conversational “jobs to be done” throughout the customer experience, and discuss why all marketers need to focus on how they will respond to what could be one of the most transformative technologies in the next era of connected marketing.
- 9:45 am - 10:15 am
Networking Break
- 10:15 am - 11:00 am
Transforming Culture and Understanding Through ABM
Alastair Sim, Vice President, Global Marketing, Asia Pacific, SAS
More Information
Account-Based Marketing (ABM), like many popular terms used in business today, is one which has many guises. Some less enlightened colleagues might say, “ABM? We do that already. We put a logo on our recent email and blasted it across the account. It’s a numbers game, but they will love that we remembered to add their logo. So yes, we do ABM!”
Of course, we don’t “do ABM” to our customers: it is a strategy that is skillfully deployed with both customer and business partners. At its heart is a set of common goals, which all parties work towards for mutual benefit. It requires a level of business acumen and a team of cross-functional professionals for it to be activated successfully.
This presentation will share a vision and journey through business transformation and cultural change. It will illustrate that ABM, despite its name, reaches far greater dimensions than the marketing profession. The modernization of marketing has enriched the establishment of ABM, and this presentation will provide a real example of how a transformative and modern marketing function can lead business transformation with ABM at its forefront.
- 11:00 am - 11:45 am
New Ideas, Next Steps, & Final Thoughts
Rob Leavitt, Senior Vice President, ITSMA
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
Vincent Rousselet, Senior Director, ITSMA
11:45 amBoxed Lunch - Solera Courtyard or To Go
Please note: ITSMA reserves the right to make changes or substitutions to this event.
Fees and HotelsPricing
- Earlybird (March 23, 2018)
- Advanced (April 13, 2018)
- Standard (May 15, 2018)
- Members
$1695$1895- $2095
- Non members
$1995$2295- $2595
- Earlybird (March 23, 2018)
- Members
$1695 - Non members
$1995
Fees include Forum materials, continental breakfasts, lunches, refreshments, and receptions.
*Please note that there are special discounts for three or more participants from your organization. For more information, contact Lisa Hafer directly at +1 781 862 8500, x118 or lhafer@itsma.com.
Event Location
The Westin Verasa
1314 McKinstry Street Napa, CA 94559
Phone: +1 707 257 1800Accomodation
The Westin Verasa, Napa
1314 McKinstry Street, Napa, CA, 94559Venue phone
1-707-257-1800Accommodations
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 5, 2018 – Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$269 Deluxe Room (May 13-17)
$349 Deluxe Room (May 18-19)Booking Reservations
You can either use the official online booking link for our group or call the hotel directly at +1 888 627 7169 and mention ‘ITSMA’ to get the group rates. Please note that we are now past the May 5th deadline, so availability and group rate are not guaranteed.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“Enriching discussion and thought provoking presentations. Appreciated the opportunity to connect with like-minded colleagues. ”
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