Marketing Leadership Forum 2020: Transforming Marketing for Next Gen Growth
B2B marketing leaders are well along in transforming their teams to thrive in the connected economy. As customers and prospects accelerate their own business transformations, though, marketers need to pick up the pace in leveraging the latest in next gen tools, talent, and teamwork.
ITSMA’s 2020 Marketing Leadership Forum will dive deep into what’s new and next with data, analytics, and insight-driven marketing, along with the surrounding practices for driving growth in the 2020s. The forum will explore essential issues including the opportunities and challenges with AI and machine learning, the rise of insight-driven marketing, cross-organizational collaboration and agility, marketing’s role in driving new strategic opportunities, the mainstreaming of Account-Based Marketing, and new approaches to executive engagement.
Based on more than two decades of experience in bringing together senior marketing leaders, ITSMA’s 2020 forum provides forward-thinking executives with a rare opportunity to review and innovate around the latest research, best practices, and new thinking on marketing strategy and tactics with an intimate group of their peers.
See our agenda for more details, and register by February 28 to receive the best pricing to attend this exclusive, invitation-only gathering.
Featured speakers include:
- Bev Burgess, SVP & ABM Practice Lead, ITSMA
- 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
- Steve Cox, Vice President, Digital Lifecycle Journeys, Customer Experience, Cisco
- Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates
- Arthur Filip, Executive Vice President, Global Head of Sales Transformation & Chief Marketing Officer, HCL Technologies
- Kelvin Gee, Senior Director, Modern Marketing Business Transformation, Oracle
- Gladys Kafati-Batarse, Global Head of Marketing Operations, Thomson Reuters
- Suzanne Kounkel, Chief Marketing Officer, Deloitte
- Rob Leavitt, Senior Vice President, Consulting, ITSMA
- Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta
- Robin Matlock, Chief Marketing Officer, VMware
- Dave Munn, President & CEO, ITSMA
- Kristi Remick, Senior Director, Key Account Marketing, KPMG
- Vincent Rousselet, Vice President, ITSMA
- Ann Ruckstuhl, SVP & Chief Marketing Officer, Unisys
- Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
- Regina Soller-Gould, Director, AMS Strategics & US Field Marketing, Pure Storage, Inc.
- Shade Vaughn, Chief Marketing Officer, North America, Capgemini
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 and want to confirm your eligibility, please contact Lisa Hafer at +1 781 862 8500, x118 or firstname.lastname@example.org.
Why You Should Attend
The Marketing Leadership Forum is purposely small and intimate, involving 50+ senior marketing leaders to maximize participation, networking, and peer learning. You will come away not only with new insight and information, but several new connections.
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.
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 opportunities for 2020.
Cancellation and Refund Policy
Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to firstname.lastname@example.org and will be assessed on a case-by-case basis.
- Full refund or future event credit given 30+ days prior to the event
- 85% refund or 100% future credit provided when notifying ITSMA 15–29 days prior to the event, but a substitution may be acceptable
- Substitutions must be approved by ITSMA prior to the start of the event
- For full details, please reference our cancellation and refund policy.
Earlybird tickets available! Register by February 28 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 18 - Solera Courtyard
- 5:00 pm - 7:00 pm
Welcome Reception & Pre-Registration
Tuesday, May 19 - Amphora Ballroom
- 8:00 am - 8:30 am
Registration & Continental Breakfast
- 8:30 am - 8:45 am
Kickoff & Opening Remarks
Dave Munn, President & CEO, ITSMA
- 8:45 am - 10:00 am
Transforming Marketing for Next Gen Growth
Julie Schwartz, SVP, Research & Thought Leadership, ITSMA
Vincent Rousselet, Vice President, ITSMA10:00 am - 10:30 am
Networking Break10:30 am - 11:15 am
CMO Perspective: Demystifying Marketing’s Digital Transformation
Robin Matlock, Chief Marketing Officer, VMware
Everyone’s talking about it, but what are we learning from it? VMware Chief Marketing Officer Robin Matlock pulls back the curtain on her experience navigating the choppy waters of digital transformation. Hear case studies and personal stories that will reveal insight into one CMO’s real-world triumphs and opportunities – including specific examples of implementations that are working, others that are uncovering new challenges, and those that are helping forge the organization of the future.11:15 am - 12:00 pm
Facilitator: Rob Leavitt, SVP, Consulting, ITSMA
Ann Ruckstuhl, SVP & Chief Marketing Officer, Unisys
Shade Vaughn, Chief Marketing Officer, North America, Capgemini12:00 pm - 1:15 pm
Lunch - Solera Coutyard1:15 pm - 2:00 pm
Deloitte’s Marketing Journey Transforming Sales Enablement
Suzanne Kounkel, Chief Marketing Officer, Deloitte2:00 pm - 2:45 pm
HCL’s Sales Transformation Journey
Arthur Filip, Executive Vice President, Global Head of Sales Transformation & Chief Marketing Officer, HCL Technologies2:45 pm - 3:15 pm
Networking Break3:15 pm - 4:15 pm
Hot Topic Discussions
-Building the Marketing Organization, Culture, and Skills of the Future (with Jonathan Copulsky)
-Driving Executive Engagement with Thought Leadership and Innovation (with Rob Leavitt)
-Navigating the Key Stages and Dimensions of a Successful ABM Program (with Bev Burgess & Lisa Dennis)
-Technology Enabled, Data-Driven Marketing (with Kathy Macchi)
-Transforming Marketing with Data, Analytics, and Insight (with Vincent Rousselet & Julie Schwartz)4:15 pm - 5:00 pm
What’s New and What’s Next in Field Marketing & ABM
Facilitator: Bev Burgess, SVP & ABM Practice Lead, ITSMA
Gladys Kafati-Batarse, Global Head of Marketing Operations, Thomson Reuters
Kristi Remick, Senior Director, Key Account Marketing, KPMG
Regina Soller-Gould, Director, AMS Strategics & US Field Marketing, Pure Storage, Inc.5:00 pm - 5:15 pm
Day One Wrap-Up & Discussion5:30 pm - 7:30 pm
Networking Reception - Stone Brewing Tap Room
Wednesday, May 20 - Amphora Ballroom
- 7:30 am - 8:00 am
- 8:00 am - 8:15 am
Welcome Back & ITSMA Update
Rob Leavitt, SVP, Consulting, ITSMA
- 8:15 am - 9:00 am
Attracting, Developing, & Retaining the Marketing Leaders of the Future
Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte, Author, and Lecturer, Northwestern University
We all know about the dramatically increased expectations for marketing in a digitally transformed world. But, what are the implications for attracting, developing, and retaining the individuals who will be your next generation of marketing leaders? Jonathan Copulsky, former CMO, strategic marketing consultant, Northwestern University faculty member, and co-author of “The Technology Fallacy,” will share perspectives from five years of research on digital leadership effectiveness and what you can do to find and foster it among your current and future team members. This session will help you sharpen your recruiting focus, revamp your training efforts, and manage talent flight.
- 9:00 am - 9:45 am
Strategies and Technologies for a Successful Transformation to Modern Marketing
Kelvin Gee, Senior Director, Modern Marketing Business Transformation, Oracle
Learn how Oracle, the world’s largest enterprise software company, transformed its traditional marketing to Modern Marketing to coincide with the company’s shift to the Cloud. This enlightening session will cover how Oracle changed its strategy, technology, training, and the processes that underpinned its transformation. You will also hear how Oracle marketing realigned itself with sales by adopting an account-based strategy.
- 9:45 am - 10:15 am
- 10:15 am - 11:00 am
Accelerating Digital CX Transformation Grounded in Data Science and Machine Learning
Steve Cox, Vice President, Digital Lifecycle Journeys, Cisco
In business all power comes from a focus on the customer, and in the technology space no company understands that better than Cisco. For Cisco, being customer obsessed means pushing the limits of automation, data science, machine learning, and personalization to deliver fully-connected customer touch points at every stage in the relationship lifecycle. As Cisco’s Vice President, Digital Lifecycle Journeys, CX, Steve Cox drives this massive effort and has been instrumental in accelerating the company’s ongoing digital transformation together with its partners. In this session, Steve will provide an inside look at the lessons learned — from talent, culture, and organizational change to cross-functional collaboration, customer listening, and the human touch, as well as the challenges of balancing costs and NPS with the always-on demands of CX.
- 11:00 am - 11:45 am
New Ideas, Next Steps, & Final Thoughts
Bev Burgess, SVP & ABM Practice Lead, ITSMA
Rob Leavitt, SVP, Consulting, ITSMA
Vincent Rousselet, Vice President, ITSMA
Julie Schwartz, SVP, Research & Thought Leadership, ITSMA11:45 am
Boxed Lunch - To go or Solera Courtyard
Please note: ITSMA reserves the right to make changes or substitutions to this event.Fees and Hotels
- Earlybird (February 28)
- Advanced (April 3)
- Standard (May 19)
- Non members
- Earlybird (February 28)
- 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 email@example.com.
The Westin Verasa
1314 McKinstry Street Napa, CA 94559
Phone: +1 707 257 1800
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 April 27, 2020 – Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$279 Deluxe King Room (May 17-27)
To book your reservation, please use the online booking link or call Reservations directly at +1 707 257 1800, and be sure to reference ITSMA.
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.
River Terrace Inn
Distance from Westin Verasa: .11
Napa River Inn at the Historic Napa Mill
Distance from Westin Verasa: .55
ITSMA HOT TOPICS!