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Events › ITSMA’s 2019 Marketing Leadership Forum: Strengthening Marketing’s Role in Driving Strategic Growth

Marketing Leadership Forum 2019: Strengthening Marketing's Role in Driving Strategic Growth
May 21-22

  • The Westin Verasa, Napa, CA

Marketing Leadership Forum 2019

The rise of the 4th Industrial Revolution is changing the way people work, live, and play – and it’s pushing and pulling all of our organizations to become more agile, data driven, technology enabled and, above all, more digital.

This business transformation we’re living through is similarly driving our own efforts to reinvent marketing so we can move faster, adopt new approaches more quickly, integrate new roles and technologies successfully, and engage customers through new programs and channels.

For over 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 was Strengthening Marketing’s Role in Driving Strategic Growth, which addressed how marketing leaders can play a more strategic role in accelerating growth opportunities through marketing-led initiatives.

The 2019 forum featured new ITSMA research, marketing leader case studies, thought leader panels, topical breakouts, and interactive peer discussion surrounding new and existing approaches to strengthening marketing’s role in driving business growth. Key topics that were covered included the road to digital marketing transformation; the role of data analytics in driving growth; AI and the martech landscape; scaling and optimizing Account-Based Marketing programs; improving executive engagement with content and collaboration, and; measuring and communicating what matters to improve marketing performance and perception.

Featured speakers:

  • Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Lecturer, Northwestern University and Co-Author of The Technology Fallacy: How People Are the Real Key to Digital Transformation
  • Erin Cresta, SVP, Digital Marketing, Docker, Inc.
  • Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates 
  • Eileen Egan-Cammarata, Sr. Director of Global ABM, Verticals and Strategic Partner Marketing, Red Hat
  • John Gallagher, Chief Marketing Officer of Global Technology Services, IBM
  • David Hsu, Global Vice President, Marketing Data and Technology, SAP Concur
  • Rob Leavitt, Senior Vice President, ITSMA
  • Matthew Lieberman, Chief Marketing Officer, PwC
  • Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta
  • Eric Martin, Vice President, Account-Based Marketing, SAP North America
  • Iris Meijer, Chief Marketing Officer, Vodafone Business
  • Abhishek Mendiratta, Sr. Director, Marketing, ABM, Demand Gen & Alliances, HCL Technologies
  • Dave Munn, President & CEO, ITSMA 
  • Vincent Rousselet, Vice President, ITSMA
  • Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA
  • Steve Scotkin, Senior Director, Marketing Technology, Thomson Reuters
  • Carmen Simon, Cognitive Neuroscientist & Founder of Memzy
  • Ravi Viswanathan, Chief Marketing Officer, Tata Consultancy Services

 


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 interested in attending next year’s event and want to confirm your eligibility, please contact Lisa Hafer at +1 781 862 8500, x118 or [email protected].


Silver Sponsors

Boardroom Insiders
Boardroom Insiders is the ONLY intelligence tool designed exclusively for marketing to C-level decision makers. Our proprietary executive profiles support large and named account ABM, C-suite sales call preparation, account planning, event strategy and planning, and CXO/Customer programs. Founded in 2008, Boardroom Insiders is based in Fort Mill, SC and San Francisco, CA.
 

SlapFive
SlapFive fills the trust gap that exists in the market between buyers and sellers. Our Customer Voice Marketing engine makes it drop-dead simple to capture your customers’ voice in audio and video, and unleash it as customer stories into every marketing, sales, and customer success initiative. Companies like Microsoft, Cisco, Staples, Carbon Black, Axway, and Acumatica use SlapFive’s software and expert services to better acquire, engage, and grow customers. SlapFive was a finalist for MassTLC’s Innovative Technology of the Year for Sales & Marketing. To learn more, or chat live with SlapFive founder Jeff Ernst, go to www.slapfive.com.
 

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 [email protected] to explore opportunities for 2020.

 

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Speakers
Agenda
Fees & Hotel Info
Speakers

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.

Jonathan Copulsky
Former Chief Content Officer & Principal, Deloitte, Author, and Lecturer, Northwestern University
Erin Cresta
SVP, Digital Marketing, Docker, Inc.
Lisa Dennis
Senior Associate, ITSMA & President, Knowledgence Associates
Eileen Egan-Cammarata
Sr. Director of Global ABM, Vertical and Strategic Partner Marketing, Red Hat
John Gallagher
Chief Marketing Officer of Global Technology Services, IBM
David Hsu
Global Vice President, Marketing Data and Technology, SAP Concur
Rob Leavitt
Senior Vice President, Consulting, ITSMA
Matthew Lieberman
Chief Marketing Officer, PwC
Kathy Macchi
Senior Associate, ITSMA & Vice President, Consulting Services, Inverta
Eric Martin
Vice President, Account-Based Marketing, SAP North America
Iris Meijer
Chief Marketing Officer, Vodafone Business
Abhishek Mendiratta
Sr. Director, Marketing, ABM, Demand Gen & Alliances, HCL Technologies
David C. Munn
President and CEO, ITSMA
Vincent Rousselet
Vice President, ITSMA
Julie Schwartz
Senior Vice President, Research & Thought Leadership, ITSMA
Steve Scotkin
Senior Director, Marketing Technology, Thomson Reuters
Dr. Carmen Simon
Cognitive Neuroscientist and Founder of Memzy
Ravi Viswanathan
Chief Marketing Officer, Tata Consultancy Services
Agenda

Monday, May 20 - Solera Courtyard

  • 5:00 pm - 7:00 pm

    Welcome Reception & Pre-Registration

Tuesday, May 21 - 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

    Strengthening Marketing's Role in Driving Strategic Growth

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA

    Vincent Rousselet, Vice President, ITSMA

    More Information

    Highlights from ITSMA’s research into how marketing leaders are advancing the perception of reality of marketing as a driver of new insights, new offerings, and new strategies for growth.

  • 10:00 am - 10:30 am

    Networking Break

  • 10:30 am - 11:15 am

    Transitioning to Transformed Marketing

    Ravi Viswanathan, Chief Marketing Officer, Tata Consultancy Services

  • 11:15 am - 12:00 pm

    Taking a Customer-First Approach to Repositioning Vodafone’s Brand with B2B Customers

    Iris Meijer, Chief Marketing Officer, Vodafone Business

  • 12:00 pm - 1:15 pm

    Lunch - Solera Courtyard

  • 1:15 pm - 2:00 pm

    IBM’s Agile Marketing Journey

    John Gallagher, Chief Marketing Officer of Global Technology Services, IBM

    More Information

    Everyone wants to be “agile” these days, or so it seems. But can a marketing team successfully take a practice originally rooted in software development and make it their own? Marketing has changed from a profession about art, creative, and the big idea to a profession tipping as much towards science. The big idea still matters – probably more than ever before, but the point today is to change the rule book to get it done faster, get feedback quickly, and strive for the same goal – how we can be better tomorrow. John will share some insights on IBM’s marketing journey of becoming agile.

  • 2:00 pm - 2:45 pm

    Breakout Sessions

    -Strengthening marketing’s role in driving strategic growth (Vincent Rousselet & Julie Schwartz)

    -Driving executive engagement with thought leadership & innovation (Rob Leavitt)

    -Scaling and optimizing account-based marketing (Lisa Dennis)

    -Data-driven marketing (Kathy Macchi)

    -What marketers need to do differently in a world of digital disruption (Jonathan Copulsky)

  • 2:45 pm - 3:15 pm

    Networking Break

  • 3:15 pm - 4:00 pm

    ABM Leaders Panel

    Facilitator: Rob Leavitt, Senior Vice President, ITSMA

    Eileen Egan-Cammarata, Sr. Director, ABM, Verticals and Strategic Partner Marketing, Red Hat

    Eric Martin, Vice President, Account-Based Marketing, SAP North America

    Abhishek Mendiratta, Sr. Director, Marketing, ABM, Demand Gen & Alliances, HCL Technologies

  • 4:00 pm - 5:00 pm

    7 Habits of Highly Forgettable People: How to Become More Memorable

    Carmen Simon, Cognitive Neuroscientist & Founder of Memzy

  • 5:00 pm - 5:15 pm

    Day One Wrap-Up & Discussion

    Dave Munn, President & CEO, ITSMA

  • 5:30 pm - 7:30 pm

    Networking Reception - Solera Courtyard

Wednesday, May 22 - 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

    Effective Leadership Strategies Amid Digital Disruption

    Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Lecturer, Northwestern University and Co-Author of The Technology Fallacy: How People Are the Real Key to Digital Transformation

    More Information

    Many leaders fall prey to the mistaken assumption that just because digital technologies cause much of the business disruption that their organizations are experiencing, implementing digital technologies is also the best solution. In fact, many of the cultural, organizational, strategic, leadership, and talent responses are far more important and far more difficult than the technological ones. Cutting-edge technologies implemented in organizations with outmoded organizational practices are unlikely to get organizations to where they need to go.

    Jonathan co-authored, The Technology Fallacy, based on four years of global research with more than 16,000 surveys across a wide range of geographies, industries, and company size and in-depth discussions with more than 75 thought leaders at global industry stalwarts like Walmart, Google, Salesforce, and Marriott. Jonathan’s presentation will focus on the actions that leaders and marketers can take to adequately prepare for disruptions projected to occur in their industry due to digital trends.

  • 9:00 am - 9:45 am

    Rethinking PwC’s People Strategy to Meet the Marketing Needs of Tomorrow

    Matthew Lieberman, Chief Marketing Officer, PwC

    More Information

    Faced with the challenge of bringing a 160-year old company into the digital age, PwC set out to break down silos and bring technology into every aspect of marketing. PwC’s CMO, Matt Lieberman, will discuss how PwC’s digital transformation came to life within marketing, and how the marketing function can be a force for change across a business. So, how did we start? We threw out the existing structure and old ways of working, and focused on providing people with new, unexpected ways to learn about digital marketing practices and tools, to think out of the box, and to do something different.

  • 9:45 am - 10:15 am

    Networking Break

  • 10:15 am - 11:00 am

    Panel: Martech's Role in Driving Strategic Growth and Expansion

    Facilitator: Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

    Erin Cresta, SVP, Digital Marketing, Docker, Inc.

    David Hsu, Global Vice President, Marketing Data and Technology, SAP Concur

    Steve Scotkin, Senior Director, Marketing Technology, Thomson Reuters

  • 11:00 am - 11:45 am

    New Ideas, Next Steps, and Final Thoughts

    Dave Munn, President & CEO, ITSMA

    Rob Leavitt, Senior Vice President, ITSMA

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA

    Vincent Rousselet, Vice President, ITSMA

  • 11:45 am

    Boxed Lunch - Solera Courtyard or To Go

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

Fees and Hotels

Pricing

    • Earlybird (March 22)
    • Advanced (April 19)
    • Standard (May 21)
    • Members
    • 1,695
    • 1,895
    • 2,095
    • Non members
    • 1,995
    • 2,295
    • 2,595
    • Earlybird (March 22)
    • Members1,695
    • Non members1,995

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 [email protected].

Event Location
The Westin Verasa
1314 McKinstry Street Napa, CA 94559
Phone: +1 707 257 1800

Accomodation

The Westin Verasa, Napa
1314 McKinstry Street, Napa, CA, 94559
Venue phone
1-707-257-1800

Accommodations
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 April 29, 2019 – Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$274 Deluxe Room (May 19-23)
$344 Deluxe Room (May 19-23)

Booking Reservations
Please note that the reservation deadline for our group rate has now passed, but you can still make a reservation via [email protected] and the special rate will apply as long as there are rooms available in our block. For any questions, you may contact Vanessa Ho at the Westin Verasa through the same reservations email or by calling +1 707 257 1800.

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. 

– Vito Labate, Global Head, Sector & Industry Marketing, Capgemini

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