The Marketing Strategist:

Aha Moments from ITSMA’s 16th Annual Marketing Leadership Forum

June 24, 2015

  • Commentary

What a privilege it was to host our 16th annual Marketing Leadership Forum in Napa, California, last week. It may be cliché to say it, but we couldn’t be more delighted with our members, speakers, and guests who participated. The content, engagement, and knowledge sharing were exceptional thanks to them.

With so many aha moments about the transformation that B2B marketers are going through, I can’t possibly list them all here, but some of my favorites include:

Marketing Leadership Forum 2015“Marketing is moving from tracking activity to predicting behavior.”—Julie Schwartz, SVP Research & Thought Leadership, ITSMA

“Perform while we transform.”—Laura Longcore, GM, Microsoft Services

“Quality over quantity” and “measure what matters” in thought leadership.—John Shumadine, Director of Market Insights, Deloitte

“Category kings find big problems and market to them, not nice-to-have problems.”—Chris Lochhead, Partner, Play Bigger Advisors

“Enabling change readiness is critical to success in change management.”—Wayne McCulloch, SVP, Salesforce University

“There is a major gap in the sales funnel at the nurture stage: we ignore leads, then we pester them, then we ignore them again.”—Carlos Hidalgo, CEO, ANNUITAS

“Marketing technology does not equal marketing effectiveness.”—Nicole France, Senior Editor, ITSMA and Kathy Macchi, Senior Associate, ITSMA

I asked my team for their top aha moments. They were frustrated that I limited them to just one each, so don’t hesitate to connect with them to hear the rest. They’d be happy to share.

Julie Schwartz, ITSMA SVP Research and Thought Leadership: “Marketing needs to build more accountability and trust with marketing data.”

Bev Burgess, ITSMA SVP, Europe: “The degree of change going on with marketing and the need for marketers to set up and lead their organizations through change.”

Jeff Sands, ITSMA VP: “OWN your category: ID your core competencies, set the strategy and aggressively move forward.”—Chris Lochhead, Partner, Play Bigger Advisors

Anna Whiting, ITSMA Research Director: “64% of B2B marketers struggle to prove their business impact with the C-suite.”—our own Julie Schwartz

Nicole France, ITSMA Senior Editor: “Excellent thought leadership is a collaborative effort that needs to be organized and managed as such. To get it right requires a combination of creative thinking, research and data analysis, and experimenting to find the best ways to reach your audience.”—John Shumadine, Director, Market Insights at Deloitte

Dirk Mullenger, ITSMA Director Client Engagement: “Prioritize implementation of technology: First, centralized the database, then marketing automation, then the content management system, and then personalization technology.”—Kathy Macchi, Senior Associate, ITSMA

For those of you who missed the event, we’d be happy to brief you. There are also plenty of opportunities to connect again:

The Top 3 Ways Account Based Marketing Can Deliver for You, June 30 Web briefing

Communicating Marketing Impact and ROI to the C-Suite, September 16, London

ITSMA’s 22nd Annual Marketing Conference, November 2–4, Cambridge MA

I’d like to extend a heartfelt thanks to our participants and speakers from:

Adobe Systems, Amdocs, ANNUITAS, Avanade, Babcock & Jenkins, Black & Veatch, Blue Coat Systems, Capgemini, CDW Corporation, Cisco Systems, Deloitte, DST Systems, ECI Healthcare Partner, EMC Corporation, EY, Google, Hewlett-Packard, Infosys, JDA Software, Juniper Networks, MaintenanceNet, Microsoft Corporation, NetApp, Neudesic, Optum, Oracle, Pearson North America, Rimini Street, Salesforce, Symantec, Tata Consultancy Services, Trifacta, Unisys, Wipro Limited, and Workday.

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