Impacting Value:
How Marketing Drives Business Innovation & Growth
Sessions
Tuesday Sessions
Global Trends and Challenges for Marketers: How World Class Companies are Responding
Nobody Cares About Marketing Messages - The End of "One Voice to the Customer?"
Secure the Trust & Integrity of Your Brand: Limiting Brand Liability and Vulnerability through Data Security
The Three Greatest Business Lies and How to Translate These into Real Business Success
Demand Generation with Digital Marketing Models
Measuring Brand Equity, Currency and Bottom Line Value
Wednesday Sessions
How Sales & Marketing Alignment Impacts Business Outcomes
Boardroom Backing: Gaining Marketing Credibility and Clout through Business Strategy Leadership
If You Had 20% Less Marketing Budget, Would You Know Where to Cut and Why?
Marketing Performance Measurement (MPM) Systems
Using Old Media Tools for New Media Marketing
Panel Discussion: Media Spend of the Future
Tuesday Sessions, November 27
Global Trends and Challenges for Marketers: How World Class Companies are Responding
Keynote Presentation
November 27, 13:00 – 14:00
Malcolm McDonald, MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA • Emeritus Professor, Marketing
The Challenges that face all organisations, big or small, in Western Europe are: market maturity, globalisation and customer power. Continuously successful companies share a short list of characteristics that mold their achievement: they have excellent products; excellent processes; excellent employees; and excellent marketing. But there is one more characteristic of successful companies -- one that is often more elusive than products, process or people: excellent leadership. It seems to be a glimpse into the blindingly obvious to assert that leadership of a company like Virgin is not the same as leadership of a company like ICI and it is likely that if the current leaders were to swop companies, they would probably both fail. Equally, leadership of a small start-up company requires different roles from those required for a mid-sized, well established company. However, there are few immutable standards that -- irregardless of size of organisation -- will lead to strong marketing (and strong marketing leadership.) This presentation will concentrate on specific factors for success in light of the challenges that currently face marketers in the European region. The world’s greatest gurus, from the Chairman of Unilever, Philip Kotler, Tom Peters et al all agree that marketing consists of a few key Elements of World Class Marketing. How are world class companies responding to global trends and challenges for marketers? What are these standards and how must they be translated across industry, region and organisation size? Are you straying from these factors in order to chase the latest trend, or is your strategy in place to be able to respond effectively to global trends and challenges?
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Nobody Cares About Marketing Messages – The End of “One Voice to the Customer?”
Breakaway Session: Track 1
November 27, 14:00 – 15:00
Dr. Willms Buhse, Executive Director • Core Media
According to the CMO Council report, “Marketing Outlook 2007”, Chief Marketing Officers cite "driving innovation" as one of their top three business priorities to stay ahead of the competition, provide real value to customers, take market share and grow bottom-line revenue. But innovation does not just relate to new product development or new branding technique, it encompasses many areas from gaining meaningful customer insights to developing entirely new business models. Achieving a sustainable structure that enables innovation takes a strategic and holistic approach. And delivering a holistic customer experience requires a company-wide integration of innovation to provide the ultimate rewards of brand loyalty and advocacy. Web 2.0 is not only changing the Internet, it also dramatically changes enterprises and its disciplines. How will this impact the role of marketing? Employees can communicate to a much bigger audience, the market dynamic increases. Can we still think of marketing being in “brand control”? I believe the paradigm changes, and with that the role of marketing. It’s about giving the company a meaning not a message. And it’s about giving employees a platform to become evangelists for their companies. The brand is living through everybody in the company. For marketers, it’s time to practice the art of letting go.
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Secure the Trust & Integrity of Your Brand: Limiting Brand Liability and Vulnerability through Data Security
Breakaway Session: Track 2
November 27, 14:00 – 15:00
Stefan Osthaus, Senior Director Consumer Marketing EMEA and Head of Global Consumer Marketing Operations • Symantec Corporation
In light of the recent TK Max data theft, the largest in corporate history, data security is an imperative for organisations globally. The CMO Council report, “Secure the Trust of your Brand” indicates that consumers are highly sensitized to the effects of security breaches, with over half of consumers polled stating that they would definitely or would strongly consider taking their business elsewhere if their personal information was compromised. There is no doubt that data security and brand are inextricably linked to one another. Get real insight from the latest research findings on how digital security policies, processes and practices, as well as data and infrastructure integrity are impacting corporate reputations, and brand credibility. How companies deal with negative experiences is just as important as creating positive experiences. Get the latest view from Symantec, global leader in data security, on best practices for enterprise security measures, as well as insight from marketing experts on how to contain and address problems should they arise.
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The Three Greatest Business Lies and How to Translate These into Real Business Success
Breakaway Session: Track 1
November 27, 15:30 – 16:30
Les Hayman, Ambassador • SAP
The three greatest business lies in the world are found in 99% of Corporate Mission/Vision statements. They are:
- 1. The customer is number one
- 2. We are driven by innovation
- 3. Our people are our greatest asset
Join Les Hayman as he interprets these statements and how marketers can make these visions real and meaningful drivers to business success, rather than rhetorical and meaningless contributions. The discussion will also dive into the results that can be achieved through market position and perception, impact of customer/client relationship, customer retention, and impact on the organisation itself.
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Demand Generation with Digital Marketing Models
Breakaway Session: Track 2
November 27, 15:30 – 16:30
Richard Robinson, Industry Head Technology • Google
The Internet has rapidly changed the marketing environment and driven the rise of the 'prosumer', creating a more demanding and less loyal audience whilst increasing customer choice. Google will investigate the challenge of 'keeping up with the customer', examine current and future trends in consumer behaviour and how this is impacting business behaviour. Google will highlight key pointers for how marketers can use innovation to maximise opportunity for demand generation and across the whole buying cycle.
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Measuring Brand Equity, Currency and Bottom Line Value
Keynote Presentation
November 27, 16:30 – 17:30
David Haigh, Director • Brand Finance
One challenge facing today’s senior marketers is perfecting how to turn marketing operations and functional activity into tangible financial achievement – in other words, justifying marketing spend and proving value through tangible return. Brand Valuation involves the analysis and interpretation a wide range of financial and quantitative data with more judgmental information on values and visions. While grounded in rigorous data analysis every brand valuation is ultimately a matter of opinion. Whether the opinion is believed and acted upon depends on the quality of the analysis – both objective and subjective. This keynote address will explore theoretical and practical issues related to the sourcing of financial market research and marketing information and its synthesis into actionable brand valuation results.
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Wednesday Sessions, November 28
How Sales & Marketing Alignment Impacts Business Outcomes
Keynote Presentation
November 28, 9:30 – 10:30
David Sibley, Co-founder • People Achieving
Aligning sales and marketing is an age old challenge for CMO's in sales lead organisations with large enterprise clients - but when you get it right the results can be staggering. In this interactive session you will hear directly from leading CMO's who have got it right, with case studies and insights into the direct impact on business. We will look at how to engage sales management and the sales force, marketing team structures, relationship management, processes and measurement, target account marketing, bid management and key areas of marketing contribution to the sales process. Hear from one of Europe's leading corporate sales coaches for a unique insight into how marketing is perceived by corporate sales forces and management and how you can work most effectively together, understand the right motivators to make it happen.
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Boardroom Backing: Gaining Marketing Credibility and Clout through Business Strategy Leadership
Breakaway Session: Track 1
November 28, 10:30 – 11:30
Christiane Diekmann • Global Brand Strategist • Roland Berger Strategy Consultants
Defining the role of the CMO and properly aligning them to the business and boardroom thinking has never been more critical. With the average tenure of a CMO just 23 months, clearly things need improving. Find out how to have more influence in the boardroom, drive your career and relationships to further heights, and how to unleash the ideas, potential and leadership in your teams and organisations. Get exclusive insights into CEO thinking from a major new research study conducted across 500 of Europe’s leading companies and exclusive insights from a major CMO Council program – Define and Align the CMO - providing in depth insights into the boardroom dynamics from major corporations across the globe.
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If You Had 20% Less Marketing Budget, Would You Know Where to Cut and Why?
Breakaway Session: Track 2
November 28, 10:30 – 11:30
Phillip Dumont, General Manager • EMEA Marketing and Communications • Microsoft EMEA
Andrew Shaw, VP • MarketBridge
Most companies face challenging revenue growth targets and strict margin controls which means that both marketing and sales need to produce more for less. As a consequence, CMOs in particular need to produce tangible results, tie their spend to revenue and demonstrate ROI. Recent research conducted by MarketBridge and the CMO Council concluded that the majority of C-suite executives consider the marketing organisation to be highly influential, but they don't have sufficient evidence to gauge marketing's true performance. Thankfully, advances in technology and a range of direct marketing techniques are generating more data on marketing performance, enabling companies to link marketing spend to outcomes, measure return on marketing investment and hence make investment decisions based on real data rather than gut feel. In this presentation, you will hear how MarketBridge has been working with Microsoft to standardise metrics and build models to optimise the allocation of marketing budgets. The presentation will include an overview of the approach taken to this initiative, a description of the challenges faced and the results achieved. Hear how one country unit of Microsoft worked out that they could spend 20% less on marketing and still achieve the same results!
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Marketing Performance Measurement (MPM) Systems
Breakaway Session: Track 1
November 28, 12:00 – 13:00
David Sigerson • Omniture and Chris Kaderli, VP Marketing EMEA • Cognos
The internet is no longer the "Brave New World". Online communication is here to stay. Its arrival is the biggest transformation in business since the telephone. What this means to you is more enquires, more sales and better service to your customer base driven through your online channel. Online marketing allows you to connect directly with your customers through Marketing 2.0. Get your targeting right and your ROI can only improve. This presentation highlights the current trends in online marketing along with the practical challenges you will face integrating your on and offline marketing activity.
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Using Old Media Tools for New Media Marketing
Breakaway Session: Track 2
November 28, 12:00 - 13:00
Claus Sølvsteen • Peytz & Co.
How will marketers shift and adapt allocation or marketing budgets? Will budgets once ear-marked for spend in traditional advertising be redeployed online? Print vs. online? Broadcast vs. viral? What will the future of media look like and who will gain the marketing spend? See how media have gone through significant changes to adapt to new technologies. Follow the debate about the future of print vs. online and see how the media have adapted and benefited from ongoing changes. And most importantly, see what you can learn and leverage from the media in your own marketing efforts.
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Panel Discussion: Media Spend of the Future
Breakaway Session: Keynote Presentation
November 28, 13:30 – 14:30
Speakers: Nick Barley • CA
Increasingly businesses find themselves at a point where they need to consider adapting to the new media age, from web sites, to world class e-commerce, content management, mobile commerce, search engine marketing, online media planning, blog’s, video and virals, and customer relationship management systems integrated with traditional forms of promotion, PR, advertising in relation to consumer working and social dynamic.
Will “New Media” in the digital revolution simply replace conventional media or is it more likely to develop interactivity in a complex media relationship? How does this convergence currently impact the relationship among media audiences, producers and content and where does it leave marketing budgets?
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