Sessions

Spend Advocacy, Allocation & Accountability
General Session Ballroom

Drawn from the results of the CMO Council’s 2008 Marketing Outlook study, specific areas of conversation have been designed to inspire thinking on new areas of marketing spend consideration have been segmented to encourage platform development through shared best practices. These areas range from content syndication, customer engagement communities and affinity networks, market access through Internet and digital channels, authority leadership marketing, personalized communications, virtual events, viral word-of-mouth and referral campaigns, ambush and guerilla strategies, sponsorships and experiential marketing programs. Attendees will group into invention teams, led by members of the CMO Council Advisory Board, to discuss issues, develop best practices and advocacy platforms, and will present the position to the general session. Individual invention session topics include:

Advocacy:

• Investing In Customer Value Creation: Establishing The Right Percentage Of Spend
  Alex Black • Senior Partner • CSC
  Kenneth Fenyo • VP • Customer Loyalty • The Kroger Co.
• Making The Business Case For Marketing Spend Over Competing Operational Areas
  Jeffrey Hayzlett • Chief Business Development Officer & VP • Chairman’s Office • Eastman Kodak
  Steven Cook • SVP, Chief Strategic Marketing Officer • Samsung Electronics America
• Centralized Vs. Decentralized Global Budget Management And Control
  Lauren Flaherty • CMO • Nortel

Allocation:

• Using Marketing, Customer and Business Analytics to Formulate and Adjust Spend
  John Petralia • SVP of Marketing • Iron Mountain
  Helen McGrath • VP of Market and Competitive Assessment for Business • AT&T
• New Technologies, Channels And Changes Shaping & Influencing Marketing Spend
  Christine Heckart • General Manager of Marketing • Microsoft TV
  David Lawee • VP, Marketing • Google
• Demand Generation And Acquisition Vs. Branding And Retention Programs
  Page Murray • VP, Marketing • Comcast
  Peter Horst • SVP, Brand Marketing • Capital One

Accountability:

• Agile, On-Demand Marketing Support, Pipeline Visibility And Adaptive Spend
  Chris Moloney • CMO • Scottrade
  Stephen Fioretti • VP of CRM Product Marketing • Oracle
• Determining Level and Effectiveness Of Channel And Trade Dollars
  Vince Ferraro • VP of Worldwide Marketing LaserJet Printer Business • Hewlett-Packard
• Understanding The Resource Requirements For Deploying Marketing Performance Measurement (MPM) Systems
  Martyn Etherington • VP of Worldwide Marketing • Tektronix, Inc.
  Dave Couture • Principal, Sales and Marketing Practice • Deloitte Consulting LLP
• Marketing ROI Calculator: What To Measure, Where To Measure And How To Measure
  Deborah Eastman • Chief Marketing Officer • Satmetrix
  

 

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