2009 Dallas CMO Executive Summit Agenda
Agenda Photos
Governing Body Private Dinner: June 4, 2009
6:00PM Governing Body Private Dinner
Platinum Level Sponsor: Javelin
Keynote
Recruiting and Retaining Top Talent
People aren't a company's biggest asset. GREAT people are! Good leadership is critical to drive success in any organization. How do you hire the right talent? How important is your involvement in the recruiting efforts? What does it take to drive a coaching culture? And, how does the culture and effective coaching lead to retention of high potential employees? Maybe your leadership challenge is hiring the right people or developing high-potential employees. If you want a candid conversation about challenges, lessons learned and actionable advice for how to build a strong succession of leaders, then you don't want to miss this discussion with Jim Trebilcock, Executive Vice President of Marketing for the Dr Pepper Snapple Group.
Conference Day: June 5, 2009
8:00AM – 9:00AM Registration & Breakfast
9:00AM – 10:00AM Opening Keynote
Presented by: TracyLocke
Keynote
Partnering For Success In A Turbulent Market
We are marketers in a time of significant, perhaps unequalled turbulence. From social structures to demographics, technology to the economy, life is changing literally overnight. To succeed in the midst of such turmoil marketers must quickly re-tool.
Learn how 7-Eleven leverages Promotional Partnerships to assure that every constituent—employee, franchisee, vendor, partner—wins, not just in these times, but despite the times. It's an "everyone must win" approach that is driving success for this "retailer of convenience."
Learn how 7-Eleven leverages Promotional Partnerships to assure that every constituent—employee, franchisee, vendor, partner—wins, not just in these times, but despite the times. It's an "everyone must win" approach that is driving success for this "retailer of convenience."
10:00AM – 10:30AM Case Study Presentation
Presented by: Eloqua
Digital Body Language – Deciphering CustomersIntentions in an Online World
The shift to online from face-to-face marketing has crippled our ability to see body language and "read the room" when interacting with prospects. That leaves us less able to connect with prospects to determine their level of interest and their willingness to hear more—and ultimately, less likely to convert them. The solution? Marketing must step in to read "digital body language" and use that knowledge to guide the buying process.
10:30AM – 11:00AM Networking Break
11:00AM – 12:00PM Breakout Sessions
Presented by: Astadia
Marketing Through the Sales Organization
How do B2B companies use their sales organizations to execute marketing plans?
In today's cost-constrained world, many marketing departments may have significant
spending constraints that limit the use of traditional marketing tools such as advertising
to deliver critical messages.
In today's cost-constrained world, many marketing departments may have significant
spending constraints that limit the use of traditional marketing tools such as advertising
to deliver critical messages.
Session discovery topics:
- Can the company's sales force be used to deliver those marketing messages directly to customers?
- How does one synchronize direct selling activity and strategic messaging?
- What tools are used to enable the salespeople to learn and communicate those marketing messages?
- Can a salesperson sell more while being a message delivery vehicle?
- What metrics can be used to measure effectiveness?
Leading By Optimizing Marketing ROI
As a new paradigm of thrift shifts consumer priorities, it is even more important for
marketers to understand how their programs drive profitability. Dan will share top line
results of a multiple year study on the strategic drivers of effectiveness in marketing.
The counter-intuitive results have shaped how First Tennessee evolves the marketing
strategy and optimizes the mix to improve ROI.
marketers to understand how their programs drive profitability. Dan will share top line
results of a multiple year study on the strategic drivers of effectiveness in marketing.
The counter-intuitive results have shaped how First Tennessee evolves the marketing
strategy and optimizes the mix to improve ROI.
Key topics include:
Session discovery topics:
- Is awareness really a driver?
- Isolating what is important
- Optimizing the marketing media mix
12:00PM – 12:30PM: Case Study Presentation
Presented by: Javelin
The Full Potential of Marketing
Marketing occupies an increasingly important position in the modern corporation, a trend that promises to continue into the future. Greg examines how a number of current trends, both business and societal, are now combining to move the CMO closer and closer to the corner office.
12:30PM – 1:00PM Lunch Service
1:00PM – 2:00PM Luncheon Keynote
Keynote
Navigating Uncertainty
The airline industry never seems to have a lack of new challenges. Marketers need to be able to quickly face and adapt to these challenges. From high oil prices to a deep recession to the recent swine flu threat, Jim will talk about how Continental manages through these unexpected challenges. Success is directly related to the ability of the revenue team to focus on a clear strategy. Each area must show even more leadership with less resources to ensure success.
2:00PM – 2:30PM Networking Break
2:30PM – 3:30PM Breakout Sessions
What Have You Done For Me Lately?
Quantifying the impact of marketing efforts to the bottom line is a mandate for CMOs
today. No longer do the metrics of brand awareness and perception suffice, as CMO's
must demonstrate the ROI of every marketing effort. In this session, Julie will share how
to measure your marketing ROI while balancing these tools with business judgment.
She will also share case studies that demonstrate how mix models can help determine
media choices to maximize ROI.
today. No longer do the metrics of brand awareness and perception suffice, as CMO's
must demonstrate the ROI of every marketing effort. In this session, Julie will share how
to measure your marketing ROI while balancing these tools with business judgment.
She will also share case studies that demonstrate how mix models can help determine
media choices to maximize ROI.
Marketing Beyond Price: Using Brand Value to Thrive in Tough Times
Customers don’t stop buying when the economy plummets into a Recession – they simply look harder and more sceptically for value. Customer loyalties and attitudes shift dramatically and the map of their emotional needs evolves... often faster than a brand can change its message. In the face of these ever-shifting dynamics, brands must embrace new and innovative ways to re-frame value in their customers’ minds so that they can -- without reservation -- both justify and feel good about purchasing a product, even with a premium price. Learn how Kimberly Clark strategically uses value to help build loyalty for its brands without having to rely on price reductions and promotion alone.
3:30PM – 4:30PM Networking Break & Case Study Presentations
4:30PM – 5:30PM Closing Keynote
Presented by: MarketSphere Consulting
Keynote
Digital Changes Everything
Hard though it may be to believe for people addicted to checking their Blackberries, reading the Wall Street Journal online or tracking a sports team on a fan site, the publicly-available internet is just 14 years old, but what a difference it has made! Accelerating the fragmentation of television media, shattering newspapers, and putting mass media on a crash diet, the internet has also given birth to email, websites, instant messenger, podcasts, online
video, mobile data and more. Media consumption and production patterns are changing,
and savvy CMOs need to connect with a new kind of customer. In today's closing address,
Dr. Jeffrey Cole, will share key new data from the latest iteration of the Center's multi-year
study of how the internet is changing the world.
5:30PM – 6:00PM Executive Reception and Luxury Prize Drawings
Testimonials
"The CMO Executive Summit is a must attend for executives that appreciate a protected environment where sharing ideas, gaining insight to new technologies and enhancing your network of peers is possible and encouraged. I am looking forward to next year!"
– Frank Antonacci, President, Central Texas Region, Verizon Wireless
– Frank Antonacci, President, Central Texas Region, Verizon Wireless
"The CMO Executive Summit provides an excellent forum for marketing leaders from distinct industries to come together in a forum that allows for an open sharing of knowledge and experiences in a fun and engaging environment."
– Michael Grasso, CMO, TXU Energy
– Michael Grasso, CMO, TXU Energy
"The CMO Executive Summit is easily the most effective and enjoyable conference event I've attended. The value from one day of very carefully curated speakers, attendees and sponsors could easily take 6 months to amass in the busy world in which we operate."
– Nona Evans, Global Marketing, Whole Foods Market
– Nona Evans, Global Marketing, Whole Foods Market
"As always a great event with informative material and an excellent opportunity to discuss opportunities and challenges with my peers."
– Carl Loredo, CMO, Craftmade International, Inc.
– Carl Loredo, CMO, Craftmade International, Inc.
