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Dinner Dialogue: Members or Customers? How Leaders Know the Difference

Date: March 22, 2016 - May 10, 2016
Time: 6:30pm
Location: Los Angeles, CA, San Francisco, CA, Chicago, IL, Atlanta, GA

Today’s customer is not content …they want to be part of a bigger relationship. They want to be a member…to be recognized and rewarded with frictionless experiences. This “Membership Economy” has produced a fundamental shift in the way consumers purchase products and services.


Displaying a preference for the convenience of memberships, subscriptions, and other forms of recurring billing, consumers today would rather rent than own. They’d rather subscribe than buy. They relish the convenience of subscribing not only to music, movies, and over-the-top (OTT) video services, but also to the recurring delivery of physical goods such as fresh produce boxes, prepared meals, pet supplies and more – all just a few clicks away.


As customers seek out this new dynamic, businesses are being asked to innovate and disrupt their existing business models, establish highly profitable and value-added services while delivering recurring revenue to the organization. Visionary brands are deploying recurring revenue business models to monetize their content, goods, services, and other offerings to achieve long-term, predictable, recurring revenue streams.


The first question in achieving this new mindset is to identify where and how a new business model can come to light. Are there opportunities for recurring billing, revenue or subscription? And how will marketing keep the recurring experience fresh to maintain high levels of relevance and value for the customer in order to avoid cancellation?


Join the CMO Council as we gather marketing and commerce leaders for a discussion of the new innovations that aim to fully exploit the new Membership Economy. Gene Hoffman, a pioneer in the billing, subscription and disruptive business dynamics, will join us as we dive into the new requirements of both customer and business in the new relationship-rich economy.


Among the key issues to be discussed:

  • Is every organization poised to disrupt their own model and establish new revenue opportunities?
  • How do customers expect to be engaged, and how are leading brands disrupting their own business models to transform and innovate?
  • How do businesses deliver membership experiences in the age of always on digital and customer experiences? How are relationships established and value being delivered?
  • What are the pitfalls and learnings from pioneers in key subscription and value-added markets – can anyone join and drive a recurring revenue model?
  • What are the best-kept secrets of leaders who have driven new routes to revenue?


This dinner series will be held on the following dates and following locations:

March 22 – Los Angeles

April 21- Atlanta

May 3 - San Francisco

May 10- Chicago

For more information, contact Anibha Chopra at  or 408.677.5264.

Dinner Dialogue: Measurement and the Agile Marketing Machine

Date: April 27, 2016 - May 25, 2016
Location: New York City, NY, Los Angeles, CA

Marketing, as a function and practice, has become more agile. Content creation is becoming more agile. Customer communications are becoming more agile. Marketing execution is becoming more agile. Yet according to a recent CMO Council study, marketers are struggling to tie marketing activities to business impact as some 30 percent of senior marketers admit that they are struggling or failing to effectively measure customer experience and marketing performance across the multitude of silos and platforms currently in use.


It’s time for marketing measurement to catch up to the agile marketing engine. Measurement methodologies must keep pace with the modern, data-driven, real-time marketing organization. Join the CMO Council for an exclusive executive roundtable focused on tackling marketing measurement challenges as a whole, but also how agile marketing measurement fuels the agile marketing engine. Jennifer Zeszut, CEO and CMO of Beckon, will share her expert perspective, best practices and real success stories from brands who have increased their return on marketing spend by speeding up the measurement cycle.


Some key discussions around the table will include:

  • The real-world limitations that marketing teams face as they start to speed up
  • How data access and analysis methodologies need to change in a world of more rapid decision-making.
  • How the role of the centralized marketing analytics function needs to change to support decision-making in a more distributed way
  • How to model out the ROI of agility at your organization and get buy-in across the organization

This dinner series will be held on the following dates and following locations:

April 27 - New York City

May 25 - Los Angeles


For more information, contact Christine Chiang at 

Maximizing Content ROI in the Age of Global Customer Experience

Date: May 4, 2016
Time: 10am PST/1pm EST

According to a study from the Content Marketing Institute, 65 percent of B2B marketers in the manufacturing industry believe that producing engaging content is their top challenge specific to maximizing the impact and efficacy of their content marketing initiatives. In this same study, B2B marketers revealed that, on average, they are leveraging some 13 different content marketing tactics across six social media channels and an average of three paid media resources.


This punctuates the increasingly complex web of engagement channels that, woven together, craft today’s customer experience. It also sheds light on a critical issue: the mass of content being produced might not be the most impactful or effective, thus missing the intended target and diminishing the return on content investment.


How are marketers confronting these issues of meshing content marketing and customer experience strategies across a growing digital landscape? In an age when customers expect the world to be available to them in perfect local context, how are marketers responding with highly relevant, contextual, impactful, content-rich experiences, regardless of channel or location? What silos need to be broken down in order to realize real ROI from both content and experiences? As the digital world enables rapid globalization, how have customer expectations for intense localization made content and engagement strategies even more rewarding?

For more information, contact Christine Chiang at or 408-67705335

more information »

Profitability Through Positive Productivity: Best Practices in Empowering the Front Line to Boost the Bottom Line

Date: May 10, 2016
Time: 10:00am PST / 1pm EST

According to a CMO Council study, “Closing the Gap: Understanding the Sales and Marketing Alignment Imperative,” some 46 percent of sales and marketing executives felt that in order to maximize sales across the organization, the level of action on opportunities needed to be boosted, and the speed to action needed to be accelerated. This mandate is especially critical when you consider that according to a recent report, 74 percent of buyers chose the company that was first to add value. Speed and efficiency are of the essence as customer expectations for value and relevance soar.


Despite this clear call to work smarter and faster, sales productivity improvements have been slow to materialize. According to CSO Insights, only 33 percent of a sales representative’s time is spent actively selling. Not only is sales struggling to push away the inefficiencies to build those critical relationships, but it can also be hard to actually get sales teams up and running. According to Accenture, 42.5 percent of sales reps take 10 months or longer to become productive enough to contribute to company goals.


Through all of these signs of challenge and struggle, a clear and loud mandate continues to emerge: business leaders must find new strategies to boost sales productivity and empower the front line to effectively monetize relationships quickly and efficiently, from engagement to transaction and beyond. In a report in Forbes Insights, 71 percent of C-level executives didn’t just believe that boosting productivity was an important mandate; they called it critical to achieving growth.


So where and how can businesses empower the front line while sparking profitability through accelerated sales productivity? Are there new calls to action that sales leaders can respond to in an effort to streamline inefficient processes, eliminate waste and remove friction from sales engagement? How are smart organizations growing at scale while remaining compliant and error-free in their engagements with customers and prospects?


These are just some of the issues that the CMO Council, in partnership with Oracle, will explore in a one-hour, interactive webcast focused on productivity, profitability and opportunities to foster revenue. Joining the discussion will be experts and market leaders in sales and operational effectiveness to share where and how they are maximizing profitability while empowering sales teams and resources to work in a more nimble, agile and lucrative environment.



• Liz Miller, CMO Council

• Greg Swender, Oracle

more information »

CMO Council Elite Retreat at Sapphire Now

Date: May 17, 2016
Time: 8:00 AM
Location: Orlando, FL

The CMO Council is thrilled to announce the 2016 CMO Council Elite Retreat on Tuesday, May 17, 2016, to be held in conjunction with the SAPPHIRE NOW conference in Orlando, Florida. The Elite Retreat will gather senior marketing leaders for a full day of networking and thought leadership, as well as exclusive marketing master classes focusing on the strategies, technologies and tactics that are driving innovation and competitive advantage for businesses today.


We are fortunate to have exclusive access to some of marketing and commerce’s foremost leaders in big data, analytics, digital transformation and customer experience innovation, who will be joining us for this full day of learning, debate and discussion. Highlights of our packed agenda include:

  • Technology trend tour: See the latest innovations in marketing and commerce technologies firsthand

  • Executive briefing of new research from the CMO Council and SAP, followed by an executive roundtable to discuss key findings

  • Marketing master classes to give in-depth training and real-world examples of marketing and commerce’s hottest topics

Space will be extremely limited, so be sure to mark your calendars today and let us know if you are interested in joining us in Orlando. 

For more information contact, Anibha Chopra at or 4086775264

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CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333

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