SUNDAY, DECEMBER 6
Informal Welcome Reception
MONDAY, DECEMBER 7
Advisory Board Meeting + Luncheon
By Invitation Only
Welcome to the CMO Summit
The Summit Returns
Donovan Neale-May — Executive Director, CMO Council
Welcome from the Summit Chairmore
CMO Rising: The New Executive Mandate
Martyn Etherington — CMO | EVP | Chief of Staff | Board Member, CMO Council
Innovation and transformation just for change’s sake won’t get us very far. This has never been truer for Chief Marketing Officers. With the waves of new technologies and advancements in marketing, we haven’t paid enough attention to the process and discipline of marketing overall. What is needed today is a clear vision, a clear process and the strength to establish accountability underpinned with strategy that drives change and metrics to prove business growth. Marketing faces a new mandate that can’t be answered through automation alone. It takes marketers…strategists and new leaders to answer the call.
Day 1 Opening Keynote Panelmore
The CMO of 2020: Anticipating the Transformation of the Role
- Christine Heckart — Chief Marketing Officer — Brocade
- John Petralia — Global Head of Industry Vertical Marketing — Bloomberg
- Karen Walker — Chief Marketing Officer — Cisco
- Ash ElDifrawi — EVP & Chief Commercial Officer — Gogo
Since the CMO Council was founded in 2001, the role of the chief marketing officer has evolved from a brand leader who was largely charged with the care and feeding of the brand and its associated advertising (and agency) budget into a true C-suite leader that serves as the head of the brand and business strategy and the chief architect of the customer experience. But looking into the future—even just five years ahead—how will the CMO role evolve as the digital landscape continues to fragment, fracture and realign? How will the CMO’s influence and mandate change as businesses expand and contract? What will the path to the CMO role look like…and will there be stops in IT, finance, operations or even sales along the way? This session will feature perspectives about the future of the role from key executives who have been at the center of shaping the CMO description from its inception.
Afternoon Coffee Break
Define How the CMO Should Align + Combine in the C-Suite: The CMO as a Force Multiplier and Functional Integrator Across the Enterprise
- Jeffrey Hayzlett — Primetime TV & Radio Host, Chairman — C-Suite Network
- Sheila Jordan — SVP & Chief Information Officer — Symantec
- Jacqueline Hernández — CMO, NBCUniversal Telemundo Enterprises — NBCUniversal
- Keith Powell — Finance Executive, Formerly CFO of Technology Solutions Group — Nortek
- Scott Yancey — CEO & Founder — Cloudwords
- Erik Anderson — Executive Chairman — TopGolf
While the CMO title has become far more widely adopted—particularly in North America—the territory of executive ownership and responsibility is still widely debated and seldom clearly understood in any organization. High CMO turnover certainly underscores this. To be credible, a CMO should bring a history of P&L responsibility on a geographic or business level. He or she needs to have experience in the field or channel and have ownership of customer relationships and front-line deliverables. In addition, this individual must have influenced and shaped product design, development, distribution and pricing strategies and must have been a key architect of global business innovation, product diversification, market entry and expansion, as well as customer revenue optimization. An effective CMO must be the custodian of corporate branding, demand generation, organizational culture and customer experience across all touchpoints. And most importantly, a respected CMO must be able to assess and predict performance and be artful in the science of mapping and modeling the marketing mix to drive every aspect of the business. This session will debate what the CMO role should be, which individuals might be best suited for the position, and what it takes to be successful in the job given the pressures and politics of the C-suite.
The Power of Connection: Understanding True Needs and Driving Mutual Lifetime Value
Stefan Olander — Vice President/GM, Nike+, Nike
At Nike, Stefan leads an innovative team dedicated to enhancing the consumer experience through the use of digital connection. He will share key lessons and industry insights on how to better serve consumers and drive mutual lifetime value by understanding their true needs, along with ideas and inspiration that individuals and businesses can adopt to thrive in the digital age.
Peer-Powered Case Studymore
Putting the Multi Back into Channel
Cheryl Kahanec — Executive Vice President, Digital, EarthColor
As we have raced into the world of digital engagement, the goal of delivering a highly personalized “omni-channel” or “multi-channel” experience for customers has sometimes been translated into delivery of a highly personalized omni-digital-channel/multi-digital-channel experience. But the reality of today’s customer journey is that experience lines are blurred across digital and physical as no customer has ever given a brand a free pass for bad experience just because it was via email. This peer-powered case study will focus on how to deliver personalization and relevance to customers regardless of channel, and perhaps in channels that have been assumed to be dead and long gone.
Future-Proofing the CMO: Understanding CMO Requirements and Resources Through the Eyes of Recruiters
- Martyn Etherington — CMO | EVP | Chief of Staff | Board Member — CMO Council
- Bradford L. “Brad” McLane — Managing Director — RSR Partners
- Patricia Lenkov — Founder & President — Agility Executive Search
- Caren Fleit — Senior Client Partner & Leader, Global Marketing Center of Expertise — Korn Ferry
- Tania Binder — Executive Search Consultant — Spencer Stuart
- John Abele — Global Managing Partner – Marketing, Sales & Strategy Officers Practice — Heidrick & Struggles
When the CMO Council asked CEOs why they were seeking a new chief marketing officer, more than half indicated they were looking to fix what was perceived to be a broken marketing machine. Headlines shout about the fluctuating tenure of the CMO, inviting debate over just why marketers are either leaving too soon—or why they are staying longer. Far too often, the role that is being hired is not the role that many CMOs find themselves in; they are often recruited to be change agents but lack the real authority or resources to create meaningful change for the business. This panel will bring together executive recruiters and chief HR executives to share their insights into the new requirements and resources for the chief marketing role today and how these will likely shift in the future.
Dinner Keynote Presentationmore
Reviving Espolòn Tequila
Umberto Luchini — Vice President of Marketing, Campari America
When Campari America acquired Espolòn Tequila five years ago, it saw potential for the brand and the tequila category. Umberto Luchini, Campari America’s vice president of marketing, played a pivotal role in reviving Espolòn. He’ll discuss the innovative tactics used to a bring a relatively unknown, niche product to the masses and grow Espolòn Tequila into one of the most successful spirits brands today.
CMO After Hours
Networking and Cocktails
TUESDAY, DECEMBER 8
Day 2 Opening Keynote Panelmore
Assess Where You Need to Progress in Digital Marketing: Creating Better Value + Return From Marketing Technology Investments
- Amy Shah — SVP & CMO — TE Connectivity
- Burges Karkaria — Chief Technology Officer, Marketing & Customer Experience — Intel
- Stephen Root — Vice President, Global Client Innovation Marketing — Visa
Most CMOs are looking for expert consultation, guidance and direction when it comes to specifying, implementing and adopting the most effective enterprise marketing technologies, solutions and cloud-based services. Exploring the use of Internet-based social media channels and customer communities to enable brands to engage more intimately and continuously with their audiences has become a priority. While many have yet to verify the value and return of these investments, online tracking and analysis of market conversations and postings is clearly improving the ability of marketers to listen, respond and deliver better products, services and customer experiences, particularly when it comes to customer self-care and aftermarket support. While the mobile channel provides the ability to target and reach a global audience of 7 billion, brands have yet to embrace mobile relationship marketing (MRM) platforms or programs to enable multi-level marketing, continuous customer engagement and personalized priority messaging on a mass-customized level. Transfer of insight and innovation is seen as a significant competitive advantage, and new ways to better inventory, consolidate and access intellectual capital and centers of excellence have become key components of marketing effectiveness and talent development for global brands. This session will explore the level of maturity and receptivity in automating critical campaign functions and operational areas. It will also look at where and how modular, progressive and selective investments in marketing technology and customer data integration can improve marketing campaign effectiveness and overall business performance.
Peer-Powered Case Studymore
Going Digital in China
James Latham — Chief Marketing Officer, Electro Scientific Industries
ESI chief marketer and CMO Council Advisory Board Member James Latham will share lessons and results from his B2B digital marketing experiences in China.
Reshaping the Role One Issue at a Time
Peer-Powered Case Studymore
Defining the New Measures of Event Marketing
Jim Wurm — Executive Director, Exhibit & Event Marketers Association
Events and one-to-one experiences still top the list of tactics—and expenses—on the marketing matrix. In the age of results-driven marketing, with more CMOs expecting that all marketing tactics come with new marketing measures that tie to impact and revenue, events have largely been left out in the cold, still leveraging perception impact and possible attendees in the results line item. Jim Wurm, a long-standing CMO Council partner and marketing peer, serves as the Executive Director at the Exhibit & Event Marketers Association (E2MA). This peer-powered case study will present a new executive dashboard designed to deliver more metrics and KPIs to define the business impact of events and exhibitions.
Lunch Panel Discussionmore
Brand Relevancy in Hidden Markets: The New Focus on Hyper-Segmentation, Multicultural Localization and "Me-Minded" Individualization
- Angela Zener — SVP, Marketing — Radius
- César M Melgoza — Founder & CEO — Geoscape
- Gregg Witt — Chief Engagement Officer — Immersive Youth Marketing
- Jenn T. Grace — CEO — Jenn T. Grace International
- Dawn McDaniel — President — Bravo Delta Consulting
Call them niche markets…call them hard to reach customers…regardless of titles, customer segments based on ethnicity, age group, background and even gender are undoubtedly powerful and influential. In marketing’s quest to better personalize and tailor messaging to customers and prospects, these influential customer segments have been approached with a barrage of generalized and often ineffective campaigns. As localization and personalization become the cost of doing business, especially online, what do we really know about these power markets? Are we speaking to the new mainstream, or still marketing generalizations? Are the behaviors we believe matter truly those that influence decision making? Have we fallen into the trap of simply changing the images of our messaging to appeal to these influence segments, or are we adding real insights into that customer profile to best understand when, where and how these customers expect engagement to happen? This panel will tap into leading experts in key markets including the multicultural, LGBT and millennial customer.
Disrupting Digital Business
R "Ray" Wang — Principal Analyst, Founder & Chairman, Constellation Research
We are no longer an economy of products and services. The digital transformation demands that we focus our attention on experiences and outcomes. Business leaders and their organizations must shift to keeping promises—no matter how their customers interact with them. But organizations no longer control the conversation. In this era of social and mobile technology, customers, employees, suppliers, and partners are in direct communication with one another. Those personal networks and the brands they’re passionate about influence their decision making and their spending. Current trends, when taken seriously, require a new way of thinking about business, and technology guru Ray Wang shows how organizations can surf the waves of change—and keep their promises. Digital disruption has changed how we do our work. But by mastering these trends you’ll delight your customers with every interaction.
The Biggest Ideas and Answers
Closing Keynote Presentation