Marketing Leadership Forum 2022

ITSMA’s annual Marketing Leadership Forum has long served as a vital resource for marketing leaders to gather with peers and refresh their thinking for the challenges and opportunities ahead.

Category: Conference, Event

Marketing Leadership Forum logo 2022 For over two decades, ITSMA’s annual Marketing Leadership Forum has brought together a select group of senior marketing leaders* to explore current challenges, new approaches, and the latest thinking with an intimate group of their peers. For many of our members, it’s their favorite event of the year because of the timely content, rich conversations, and the senior level of attendees. And the location isn’t all bad either! Our plan for May is to once again gather in Napa, as we had until 2020, and feature marketing and thought leaders from a range of B2B companies, partners, and of course, ITSMA (and now Momentum) SMEs. As we’ve seen in our recent research, after a period of adaptation, businesses are poised and ready for continued growth in 2022. Marketing’s top business objectives are balanced across the 3Rs of growth in marketing’s tool bag: Building Brand and Reputation, Deepening Relationships, and Driving Revenue. We will explore the following topics throughout the day and a half of interactive presentations, case studies, and breakout discussions, plus networking:
  • How marketing’s strategic value and perception in the organization is progressing
  • What the leaders in marketing’s digital transformation are doing differently
  • How marketing enablement has become critical to retain and develop talent amid the Great Resignation
  • How executive decision-making and engagement behavior and preferences are changing as we enter the next phase of the pandemic
  • How ABM has overcome internal challenges to become a critical source of growth and expansion with your most important accounts
  • What new thought leadership and content approaches are leaders exploring and embracing
  • Where are organizations focused in helping sales sell and engage more effectively in a hybrid world
  • How are companies managing and improving the customer experience as it has forever been altered, thanks to the pandemic
  • Among other topics

Customer Buying Index (CBX) (formerly How Executives Engage)

ITSMA will take the opportunity at the Forum to unveil the first wave of our renowned research with buyers of complex, high consideration services and solutions. The research explores the pandemic two years on and reveals the lasting impact on customer buying behavior and engagement preferences.
 

COVID Impact Planning & Health Protocols

Your health and wellbeing is our top priority, so we will continue to monitor the impact from the most recent variant and stay on top of any emerging news to ensure everyone's safety. We will follow all safety guidelines in accordance with the State of California and the Westin Verasa Hotel. Napa County is currently wide open and not requiring masks to be worn indoors for anyone who is fully vaccinated. The Westin Verasa has updated all meeting rooms with needlepoint ionization air purifiers and added RestorAir Advanced Oxidation to each guest room. Disposable masks are readily available to all guests with hands-free sanitizer stations throughout the property. As usual, all meals, receptions, and breakout sessions will be held outdoors in the Solera Courtyard. While we're planning to be in-person, if the pandemic remains unpredictable and travel is unsafe, we will host a virtual event that still enables us to come together and collaborate. In the meantime, plans are in full swing for Napa, but we will continue to communicate any changes to our planning or health protocols, as is warranted.

Fees & Registration

Our advanced rate has now ended, as of April 30. But you can still register at our standard rate while seats are available.

MEMBER FEE: $1,895 (advanced rate) / $2,095 (standard rate) NON-MEMBER FEE: $2,295 (advanced rate) / $2,595 (standard rate)


Hotel & Transportation

We have reserved a block of rooms at the host hotel, the Westin Verasa, at a discounted rate of $279/night (plus tax). We encourage you to book your room right away, even if our event goes virtual, to ensure your accommodations. You can always cancel within 5 days of your date of arrival with no penalty. As of May 9, our online booking link to make a reservation is no longer available. Instead, please contact our hotel rooming agent, Vanessa Ho, directly to make a reservation. You can reach her via email at [email protected] or by calling +1 707 257 5130 (please note that if you try contacting Vanessa over the weekend, she will return your message the following Monday). Below are some options for transportation services between the Westin Verasa Hotel and SFO or Oakland airports:
  • Black Tie Taxi (707-259-1000); approximately $225 each way
  • Napa Airporter (1-866-252-1925); $145 each way
  • Uber; comparable prices to Napa Airporter

Who should participate*

Participation in the Marketing Leadership Forum is limited to senior marketing leaders (CMOs, SVPs, Senior Directors and Directors) from both ITSMA member organizations and other companies who have an interest in our community.

Cancellation and refund policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to [email protected] and will be assessed on a case-by-case basis.
  • Full refund or future program credit given 30+ days prior to the program
  • 85% refund or 100% future credit provided when notifying ITSMA 15–29 days prior to the event, but a substitution may be acceptable
  • Substitutions for this program must be approved by ITSMA prior to the start of the program
  • For full details, please reference our cancellation and refund policy.
*Note: If we switch from in-person to virtual, we will provide a full refund for members and non-members, but under the new format there would be a nominal fee for non-members to attend. If still in-person and you need to cancel at anytime due to health concerns, you will receive a full refund.

Platinum Sponsor

DemandBase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com

Gold Sponsor

RollWorks RollWorks offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration. Learn more at rollworks.com.

Silver Sponsor

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.

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 2022.  

Event Details

Date:
Tuesday, May 24, 2022 - Wednesday, May 25, 2022

Advanced Pricing Until

April 29, 2022

Advanced Member Price

$1895.00

Advanced Non-Member Price

$2295.00

Standard Pricing Until

May 24, 2022

Standard Member Price

$2095.00

Standard Non-Member Price *

$2595.00

Get this event for a reduced cost

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Schedule

May 23, 2022

Welcome Reception & Pre-Registration

Welcome to Marketing Leadership Forum 2022! Join us outside in the Solera Courtyard to get a jump on registering and then mingling with attendees over some Napa wine and appetizers.

5:00 pm - 7:00 pm

May 24, 2022

Registration & ITSMA’s Continental Breakfast

If you can’t attend the Welcome Reception on Monday evening, stop by the registration area outside the Amphora Ballroom to sign in and get your badge and conference materials—and then grab some breakfast before Day 1 of our event gets underway.

8:00 am - 8:30 am

Kickoff and Opening Remarks – 2022: The Year of Marketing Enablement

Dave Munn, Chief Community Officer & President of ITSMA

8:30 am - 8:45 am

How Executive Buying Behavior and Preferences are Changing: Highlights and Discussion on Momentum’s 2022 CBX Research

Robert Hollier, Partner & Head of Consulting, Momentum
Rob Leavitt, SVP, Advisory & Training, Momentum

ITSMA will unveil the first wave of our renowned research with buyers of complex, high consideration services and solutions. The research explores the pandemic two years on and reveals the lasting impact on customer buying behavior and engagement preferences.

8:45 am - 9:45 am

Networking Break: Sponsored by Demandbase

9:45 am - 10:15

Fireside Chat: Microsoft’s Marketing Transformation

Sydne Mullings, General Manager – US Central Marketing Organization, Microsoft
Alisha Lyndon, Founder & CEO, Momentum

10:15 am - 11:00 am

ABM Leaders Panel

Facilitator: Rob Leavitt, SVP, Advisory & Training, Momentum
Harsha Chachadi, Staff VP, ABM, FM Global
Andrea Clatworthy, Global Head of Account-Based Marketing, Fujitsu
Juliet Randall, VP, Global Account-Based Marketing Strategy, Salesforce
Pagely Tucker, Senior Director, North America Enterprise & Global Strategic Account Marketing, Marketing Solutions, LinkedIn

11:00 am - 11:45 am

Lunch in the Solera Courtyard

11:45 am - 1:00 pm

What’s Next after the Rise of Marketing Automation and ABM

Jon Miller, CMO, Demandbase

As cofounder of Marketo and founder of Engagio, Jon Miller predicted the rise of marketing automation and account-based marketing — and now, as CMO of Demandbase, he’s setting out new predictions for the next generation of B2B go-to-market and technology. In this session, Jon will discuss where traditional go-to-market has failed, and how companies can deliver the account-based experiences that set themselves apart from the competition.

You’ll learn:

  • How data and workflow are converging to create account intelligence
  • Why ABM and marketing automation are blurring together
  • What’s in store for B2B technology in the next 10 years

1:00 pm - 1:45 pm

Marketing Leaders Panel

Facilitator: Dave Munn, Chief Community Officer & President of ITSMA
Melody Callaway, Head of Americas Marketing, Capco
Claire Darling, Chief Marketing Officer, Skybox Security
Keith Landis, Chief Marketing Officer, Persistent Systems

1:45 pm - 2:30 pm

Networking Break: Sponsored by RollWorks

2:30 pm - 3:00 pm

Hot Topic Discussions:

  • ABM (Rob Leavitt, SVP, Advisory & Training, Momentum)
  • Changing Buyer Behavior (Robert Hollier, Partner & Head of Consulting, Momentum)
  • Digital Marketing Transformation (Alisha Lyndon, Founder & CEO, Momentum)
  • Marketing Enablement/Marketing Talent (Andy Bacon, SVP, Growth, Momentum)

3:00 pm - 3:45 pm

How to Outsmart Change and Future-Proof Your Team and Your Career

Engelina Jaspers, Author, Speaker, Brand and Marketing Advisor

A global pandemic, management change, new competitor, disappointing quarter or new business direction can disrupt your best-laid plans. How you respond to unexpected upheaval can determine the success or failure of your career, and your team. To succeed as a leader in today’s “faster is the new fast” world, you have no choice but to master your ability to adapt and learn. Engelina will share insights, experiences, and recommendations from her 30+ year career in marketing on what the winners do to manage and lead through uncertainty.

3:45 pm - 4:45 pm

Day One Wrap-up & Discussion

Dave Munn, Chief Community Officer & President of ITSMA

4:45 pm - 5:00 pm

Networking Reception on the Oval Lawn

5:15 pm - 7:15 pm

May 25, 2022

Continental Breakfast

7:30 am - 8:00 am

Welcome Back & ITSMA Update

Andy Bacon, SVP, Growth, Momentum
Rob Leavitt, SVP, Advisory & Training, Momentum

8:00 am - 8:30 am

Building the Marketing Engine to Power Growth for a $19B Startup

Clara Belalcazar, Chief Marketing Officer – USA & Americas, Kyndryl

In November 2021, IBM spun off its $19B Managed Infrastructure Services business. Revenue for this unit had been declining and the new company committed to investors that by 2025 it would get back to growth. Clara will describe the challenges she faced as the Americas CMO, and her journey partnering with sales to drive business growth. She will share how she:

  • Built a high performing team of 70 marketing professionals, recruiting them in the midst of the Great Resignation, and what she is doing to motivate and retain them
  • Is helping sales engage white space clients, build relationships, and expand into transformational spaces through an industry marketing program designed to drive awareness and position Kyndryl as an industry expert
  • Is leveraging ABM to protect and expand existing core accounts, engage select white space ones and deepen relationships
  • And how with all of this, the perception of marketing’s value is improving as a result of the new approach compared to IBM’s and starting to deliver on key objectives

8:30 am - 9:15 am

Marketing Enablement: The Most Critical Function You Don’t Have (but Every Organization Needs)

Kelvin Gee, Head of Strategic Client Marketing, Central Programs, Oracle

Changing business models, complex buying behaviors, COVID, and new technology are causing the marketing skills gap to grow, not close. Organizations struggle to maintain relevant B2B marketing skills—and risk incurring substantial business costs—due to unstructured or non-existent enablement efforts. Without dedicated enablement ownership, Marketing organizations cannot close the skills gap. Hear how Oracle established its Modern Marketing enablement function, lessons learned, and how to establish the role in your organization.

9:15 am - 10:00 am

Networking Break: Sponsored by Boardroom Insiders

10:00 am - 10:30 am

Marketing and Selling in a Hybrid World: What Neuroscience Tells us About Buyer Behavior

Carmen Simon, Neuroscientist, Chief Science Officer, Corporate Visions and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions

Marketers are consistently called upon to support sales in developing their presentations—or to modify materials already created for webinars and other events that salespeople can use in virtual or in-person sessions. But when sales presentations cannot happen face-to-face, what is the best alternative? Is this hybrid method effective? Are people’s brains tired of the virtual world? And is there a way to develop a presentation that can work in any environment? In this session, Dr. Carmen Simon, cognitive neuroscientist and Chief Science Officer at Corporate Visions, shares what neuroscience tells us about your buyers’ brains during virtual, phone, and hybrid sales presentations.

In this session, you’ll learn:

  • The impact of the delivery modality on your buyer’s brain
  • Which delivery method performs best (and which is surprisingly the worst)
  • How to build a sales presentation that works in any selling environment

10:30 am - 11:15 am

New Ideas, Next Steps, & Final Thoughts

Robert Hollier, Partner & Head of Consulting, Momentum
Rob Leavitt, SVP, Advisory & Training, Momentum
Alisha Lyndon, Founder and CEO, Momentum
Dave Munn, Chief Community Officer & President of ITSMA

11:15 am - 11:45 am

Conference Ends & Box Lunch

11:45 am