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2012 Marketing Leadership Forum

June 11, 2012 @ 12:00 am - June 13, 2012 @ 12:00 am EDT

Leadership Forum Theme 2012

2012 Marketing Leadership Forum

Marketing Transformation: Rethinking, Reskilling, and Reinventing the Organization

June 12-13, 2012 Westin Verasa Napa, CA

Agenda | Sponsors | Fees & Hotel Info



At the 2012 Marketing Leadership Forum – Marketing Transformation: Rethinking, Reskilling, and Reinventing the Organization, we will explore the issues that matter most to marketing leaders, who are in the midst of mastering new ways of marketing so they can keep pace with—and stay relevant to—today’s buyers. A select group of senior marketers and practitioners will share their experiences, insights, practical tips, and thoughts on future trends. Some of the topics we’ll address together include:

  • Building the Idea Organization
  • Learning to Love the Data Explosion
  • Next Generation Account Based Marketing
  • Preparing for the B2B Social Buyer
  • Sales Channel Enablement
  • Transforming the Marketing Organization

The Marketing Leadership Forum is one of the only events designed specifically for senior marketing leaders at technology, communications, and professional services companies.

Featured speakers include:

Quote by Tiffany Stronsky

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:

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!

Who Should Attend

ITSMA’s 2012 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.

Quote by Lauren Goldstein

Welcome Reception – Monday Evening – June 11

Eat, drink, and enjoy. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.

Planned Agenda

Monday, June 11, 2012
5:00–7:00 pm Welcome Reception & Pre-Registration
Tuesday, June 12, 2012
8:00 am Registration & Continental Breakfast
8:30 Kick-Off and Opening RemarksDave Munn, President & CEO, ITSMA
8:45 Marketing Transformation: Are We There Yet?Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA[spoiler intro=”Read more about the presentation”]ITSMA marked 2010 as the year of Marketing Transformation. We predicted that in order to change, marketing needed new systems, processes, and ways of thinking; new organizational structures and models; and new roles and skills.Two years later, how has that transformation manifested itself? Do marketing organizations have dynamic teams with a flexible workforce? Do they take ownership for and embrace the data-based decisions within marketing? Are they communicating through communities? Is there close collaboration between marketing and sales? Has marketing become an advisor to the business, or are they merely carrying out directives?In Marketing Transformation: Are We There Yet?, Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA, will gauge the progress marketers have made on their transformation journey. Sharing results and insights from the latest ITSMA research, she will give examples of marketers who are already embracing change, and will offer ideas and best practices on how marketing organizations can take the lead in shaping their own transformation.[/spoiler]
9:45 Networking Break
10:15 The New Marketing: A Perfect Storm of Art & ScienceColette LaForce, CMO, AMD
11:00 Services Marketing Transformation: Embracing the Customer PerceptionSherri Liebo, Vice President, Services Marketing & Communications, Cisco Services[spoiler intro=”Read more about the presentation”]Marketing transformation requires a shift in emphasis from a portfolio-centric focus to the concerns of the customer and the partners that serve them. We must listen to what customers care about and tie the benefits our solutions offer to the needs and challenges customers have. While the principles of this transformation seem straightforward, the journey to achieve this goal can take a variety of paths.In this session, Sherri Liebo will explain how Cisco Services implemented a strategic program that encourages every member of the organization to internalize the practices that enable the adoption of Content Marketing and Marketing Strategy. She will outline the steps the transformation took, from building on and scaling the best practices that were already in place to validating the processes and the practices through pilot programs. Based on solid academic and industry research, the transformation of Cisco Services through a Content Marketing and Marketing Strategy approach is in continual development and refinement. [/spoiler]
11:45 pm Lunch
1:15 Sales Enablement GameLuke Hohmann, Founder& CEO, The Innovation Games® Company
2:45 Networking Break
3:15 Balancing the Demand EquationAdam Needles, author of Balancing the Demand Equation
4:00 How an Organization Becomes and Stays InnovativeLawrence Lee, Senior Director, Strategy, PARC, a Xerox Company[spoiler intro=”Read more about the presentation”]Every company or business unit wants to be “more innovative.” But what comes after the ideas? In other words, how can we move beyond the ideation phase to the real implementation? It’s not easy to balance the pressure of meeting short-term targets with creating new opportunities or addressing long-term trends. In this session, Lawrence Lee, Senior Director of Strategy at PARC, a Xerox company, will explore innovation management best practices developed over the organization’s 40 years as an R&D center, with the last 10 years as a business in open innovation. He will share multiple examples and practices for sustaining an organization’s innovation engine – from fundamental mindsets for transforming an innovation culture to frameworks for effective innovation partnerships.[/spoiler]
5:00 Day One Wrap up Dave Munn, President & CEO, ITSMA
5:30–6:30 Networking Reception
6:30–7:30 Wine Tasting
Wednesday, June 13, 2012
8:00 am Continental Breakfast
8:30 Welcome Back & ITSMA Update Dave Munn, President & CEO, ITSMADirk Mullenger, Member Engagement Director, ITSMA
8:45 Market Like Never Before – SAP’s Transformation JourneyJonathan Becher, CMO, SAP
9:30 How Industry Insight is Making Account Based Marketing More RelevantLisa Jepsen-Lozano, National Leader, Account & Industry Marketing, Deloitte Services[spoiler intro=”Read more about the presentation”]Now more than ever, marketers are under intense scrutiny to explain the value they are delivering and how it relates to revenue generation. A key approach to getting “closer to the revenue” is to provide services, perspectives, and thought leadership that are relevant and impactful to key clients. Aligning marketing resources to your most important clients is a first step to ensuring your efforts are targeted and effective. Yet, along with customization, more and more companies are searching for business partners who can offer industry-focused insights and deliverables. Deloitte— the largest private professional services organization in the world—has modified its marketing strategy to ensure its top accounts are receiving insights and materials that are rooted in industry. Deloitte serves as a good example of an organization that is rethinking, reskilling, and reinventing its marketing organization around industry to better achieve a fourth ”R”—revenue.[/spoiler]
10:15 Networking Break
10:45 Preparing for the Social BuyerDee Anna McPherson, Vice President , Marketing, Yammer[spoiler intro=”Read more about the presentation”]There is no denying the need for companies to implement tools like enterprise social networks to remain competitive. However, despite a recent ITSMA survey stating that 59 percent of marketers expect to increase spending for microblogging tools in 2012, many technology decision-makers still have doubts about the value of social platforms in the workplace.To succeed in promoting the adoption of these new technologies in the enterprise, marketers must be prepared to listen carefully to these concerns, which can vary widely.  Some common concerns and challenges include, misconceptions of what “social” really means for the enterprise versus personal social networks like Facebook and Twitter, not understanding the best way to harness the collective strengths of individuals within an organization, a fear of losing control of the flow of information or an individual’s subject matter expertise or the need to justify the return on investment before allowing time to test an initiative.In this session Dee Anna McPherson, vice president of marketing at Yammer will discuss what marketers can do to address these concerns and more in preparation for capturing the attention of the B2B social buyer. She will share anecdotes and case studies illustrating the challenges associated with showing decision-makers the value of enterprise social networking and what can be done to overcome them.[/spoiler]
11:30 Marketing Leadership PanelFacilitator: Jeff Sands, Vice President, ITSMA
  • Pauline Weger, former Head of Marketing, Deloitte Consulting
  • Fredrik Winterlind, Vice President, Global Marketing Branding, and Communications, Black & Veatch
  • Asim Zaheer, Vice President, Worldwide Marketing & Business Development, Hitachi Data Systems
12:15 pm Wrap-up and Closing RemarksDave Munn, President & CEO, ITSMA
12:30 Boxed lunch will be provided

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


Display Sponsor

CFO MagazineCFO Publishing LLC is the leading business-to-business media brand focused on the information needs of senior finance executives. The business consists of CFO magazine, CFO.com, CFO Research Services, and CFO Conferences. CFO’s award-winning editorial content and loyal, influential audience make it a valued resource for its readers as well as an effective marketing partner for a wide range of blue-chip companies. CFO has long-standing relationships with more than a half-million financial executives across industries, region, and company size.

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.

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.

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